Case Study: Sterling Simulation achieves better pharmaceutical marketing decisions with AnyLogic

A Pharmaceutical Company Decides on a Marketing Strategy Using Agent-Based Modeling

Sterling Simulation helped a pharmaceutical company facing a tricky challenge: how to grow a newly launched drug’s market share without reducing sales of an established drug in the same market. Using AnyLogic simulation software, the team built an agent-based model to study how patients, doctors, and sales representatives influenced prescription decisions and to evaluate competing marketing strategies such as direct-to-consumer advertising and sales rep visits.

Using the model, Sterling Simulation identified the optimal time to stop direct-to-consumer advertising and showed that sales rep visits had a stronger long-term effect on prescriptions. The AnyLogic-based solution also forecasted market share for both drugs, explained how doctor preferences drive patient choices over time, and indicated that ending DTC marketing could save about $10M per year.

Sterling Simulation

Scott Hebert

Vice President