Case Study: Bayser Consulting achieves optimal pharma launch strategy with AnyLogic

Modeling of a Pharmaceutical Product Launch

Bayser Consulting worked with a large pharmaceutical company preparing to launch a new drug and needed to determine the best mix of direct-to-consumer advertising and sales representatives. Using AnyLogic simulation software, the team built an agent-based model to study how patients, doctors, and sales reps influence prescriptions and drug adoption.

With AnyLogic, Bayser Consulting simulated promotional scenarios, evaluated whether a contract sales organization was needed, and forecasted sales and uptake over time. The model identified the most effective launch strategy, estimated the right balance between advertising and personal selling, and revealed key decision points that affect prescription behavior, improving planning for the product launch.

Bayser Consulting