Marketing to a segment of one

Prescribing events - such as a physician swapping one brand for another when titration might have kept the patient on the initial product, or prescribing a therapy as an add-on to an existing therapy when it should be the initiating monotherapy - can make or break a brand's success. Informing brand managers how often such events occur, where they occur, and how best to respond to them describes the paradigm shift currently underway in pharma marketing. That information provides valuable insight into how physicians are prescribing products, enabling marketing strategies that can take advantage of those behavior patterns.