---
title: "PMSA Journal"
description: ""
url: "https://pmsa.org/resources/pmsa-journal"
date: "2026-06-15T02:53:59+00:00"
language: "en-GB"
---

# PMSA Journal

**About the PMSA Journal**
The *Journal of the Pharmaceutical Management Science Association (PMSA)* advances the mission of the Association to **promote and apply management science within the pharmaceutical industry**. Published annually in electronic format, the PMSA Journal features peer-reviewed articles that deliver practical insights, methodological advances, and data-driven innovations across areas such as:

- Forecasting
- Commercial analytics
- Market access
- Clinical development

**Our Mission**
The key points in achieving this mission are:

- **Raise awareness and promote the use of management science** in the pharmaceutical industry
- **Foster sharing of ideas, challenges, and learning** to increase the overall level of knowledge and skill in this field
- **Provide training opportunities** to support continual growth within pharmaceutical management science
- **Encourage interaction and networking** among peers working in this discipline

 ![](https://pmsa.org/_resources/images/journal/spring-2026.webp)

 [ Login to View ](https://pmsa.org/index.php?ymrequest=oauthredirect)

## 2026

- **Reframing Valuation and Capital Structure in Life Sciences: A Complexity-Informed AI Decision Framework**
    Samuel Renwick, CFA, RNA Advisors; Jerry A. Rosenblatt, PhD, Rosenblatt Life Science Consultants
- **Decoding the Hype of TrumpRx with DTC Distribution: Is Life Science’s Commercial Model Ready for the Change?**
    Anakh Sawhney, Bernards High School, Bernardsville, New Jersey, United States; Devesh Verma, PhD, Principal, Axtria Inc., Berkeley Heights, New Jersey, United States
- **Leveraging AI-Driven Multimodal Analysis to Accelerate Scientific Intelligence from a Major Cardiology Congress**
    Lori Klein, PharmD, Inizio Ignite, Putnam; Jo Ann Saitta, MS, Inizio Ignite, Putnam; Michael J. Harvey, PhD, Inizio Ignite, Putnam; Alexandra C. Dornbush, PhD, Inizio Ignite, Putnam
- **Enabling AI-Driven Medical Insight Through Modular Analytics Architecture: Lessons from Field-Based Medical Affairs**
    Jane Urban, Abhishek Trigunait
- **Decoding Healthcare Organization Influence: A Metric for Institutional Control in Treatment Decisions**
    Eunseop Kim, Sr. Advisor, Consumer Analytics, Eli Lilly and Company
- **Large Language Models in Pharmaceutical Quality Management Systems: A Quality-First Implementation Framework**
    Chris Dayton, Chief Executive Officer, Quality Assured AI; Adam Pinkert, Sr. Advisor, Quality and Regulatory, Quality Assured AI, Principal (Trayenco Consulting); Nick Moench, Principal Machine Learning Architect, Quality Assured AI
- **Evaluating AI-Enabled Emr Analytics to Address Claims Gaps in Rare Disease: Insights From A Hereditary Angioedema (HAE) Pilot**
    Rob Sederman, Ambit RD Inc.; Casey Sederman, Ambit RD Inc.; Birnur Ozbas-Erdem, Ambit RD Inc.; Kathryn Sands, Lighten Platforms, Inc.; Jakob Lapsley, Lighten Platforms, Inc.; Xinkun Nie, Lighten Platforms, Inc.
- **GenAI-Powered Conversational BI Assistant: Accelerating Pharma Dashboard Insights**
    Vinay Vihari Lakamsani, Senior Manager, Data & AI, Trinity Life Sciences; Mohamed Arruman Shalik, Consultant, Data Science, Trinity Lifesciences; Pulkit Sharma, Principal, Data & AI, Trinity Life Sciences
- **Mining the Invisible: Overcoming Diagnostic Ambiguity and Prevalence Inflation in Ultra-Rare Disease Patient Identification**
    Nikhil Jain, Partner, ProcDNA; Rohit Madaan, Director, ProcDNA; Nikhil Borker, Director, ProcDNA; Kanika Maheshwari, Lead Data Scientist, ProcDNA; Tushar Verma, Data Scientist, ProcDNA; Achintye Kamra, Associate Data Scientist, ProcDNA
- **The Next Decade of Forecasting: A Learning System Integrating Commercial, Medical, and Access Analytics**
    Anindya Roy, Vipul Vaid, Vikrant Kumar, Himanshu Gurnani –Viscadia
- **Accelerating Market Research Insights through an Ontology-Driven, Agentic Data Digitization Framework**
    Yuan Niu, Bayer Pharmaceuticals, USA; Junying Zheng, Bayer Pharmaceuticals, USA; Mathew Ratnam, Bayer Pharmaceuticals, USA; PKS Prakash, ZS Associates, India; Shivam Shivam, ZS Associates, India; Swaraj Prakash, ZS Associates, India; Rishav Mishra, ZS Associates, India
- **Accelerating Pharmaceutical Commercial Analytics Through a Generative AI Agent Hub and Semantic Data Discovery**
    Shihan He, Sai Rithvik Kanakamedala, Akash Pandey, Anubhav Srivastava
- **FLARE: Forecasting with LLM-Assisted Recommendation Engine**
    PKS Prakash, ZS Associates, India; Srinivas Chilukuri, ZS Associates, USA
- **Applying Management Science to Forecasting in Rare Diseases: An In-Depth Framework**
    Rishabh Bawa, Manager, Viscadia; Navendu Gupta, Consultant, Viscadia; Pratham Gupta, Consultant, Viscadia; Varun Singh, Associate Consultant, Viscadia
- **Synthetic Data is not Fake Data**
    JP Tsang, PhD & MBA (INSEAD), President, Bayser; Badr Bouchabchoub, MSc (Computer Science), AI Engineer, Bayser

 ![](https://pmsa.org/_resources/images/journal/spring-2025.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2025.pdf)

## 2025

- **Using Longitudinal Claims Data to Predict Response Uptake in Rare and Ultra-Rare Diseases**
    Jerry A. Rosenblatt, PhD – Rosenblatt Life Science Consultants; Adrian Ghenadenik, PhD – Rosenblatt Life Science Consultants; Rhys Rosenberg – Rosenblatt Life Science Consultants; Ashwin Anand – FORIAN Inc.
- **Measuring the Impact of Tech-Driven Specialty Pharmacy Collaboration**
    James Battaglia, Claritas Rx
- **Iterative Causal Segmentation: Filling the Gap between Market Segmentation and Marketing Strategy**
    Kaihua Ding, Jingsong Cui, Mohammad Soltani, and Jing Jin, AZ Brain, AstraZeneca PLC
- **Can Generative AI Help to Understand Patient Journeys More Efficiently and Effectively?**
    Gagan Bhatia, Roche/Genentech; Marco Giannitrapani, Roche; John Kaspar, Roche; Sharon Lee, Roche/Genentech; Suyash Mishra, Roche; and Jessica Tashker, Ph.D., Roche
- **Multimodal Multi-Agent Solution for Sales Representatives**
    Shihan He, Machine Learning Engineer at AI CoE, Novo Nordisk Inc.; and Anubhav Srivastav, Associate Director at AI CoE, Novo Nordisk Inc.
- **Unlocking Commercial Success with Multimodal LLMs: Approach and Comprehensive Validation Framework**
    Daniel Young, AstraZeneca; Atharv Sharma, ZS Associates; Arindam Paul, ZS Associates; Prashant Mishra, ZS Associates; Arrvind Sunder, ZS Associates
- **Using Machine Learning to Establish the Impact of Patient Support Services and the Coordinated Efforts of Field Reimbursement and Access Specialists on Therapy Fulfillment Rates, Time to Fulfillment, and Patient Adherence**
    Prabhjot Singh, Senior Director, Axtria Inc.; Hemant Kumar, Director, Axtria Inc.; Aayush Gupta, Manager, Axtria Inc.
- **Enhance your Insights by Leveraging Public Domain Data Sources**
    JP Tsang, PhD and MBA (INSEAD), President of Bayser Consulting; Shunmugam Mohan, VP of Operations, Bayser Consulting; Maylis Larroque, Senior Consultant, Bayser Consulting; Zhangjin Xu, PhD, Senior Consultant, Bayser Consulting
- **Looking Beyond Hype: Using AI to Drive Business Impact for Brand and Sales Leaders**
    Vineet Rathi, Principal, Axtria Inc.

 ![](https://pmsa.org/_resources/images/journal/spring-2024.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2024.pdf)

## 2024

- **Identifying the Right Key Opinion Leaders in Pharma Using Machine Learning: Creating a Data-Driven Process for Impactful Outcomes**
    Nikhil Jain, Executive Director – Analytics & Data Science, ProcDNA Analytics; Shubham Agrawal, Engagement Lead – Analytics & Data Science, ProcDNA Analytics; Tejaswini Salunkhe, Data Scientist, ProcDNA Analytics
- **Physician Engagement Optimization: Reinforcement Learning-based Omni-Channel GenAI approach for Maximizing Email Open Rates and embracing Representative preferences to target HCPs**
    Ashish Gupta, Senior Data Scientist, Omnichannel Analytics, Genpact
- **Improve Customer Experience and Omnichannel Effectiveness through Customer Journey Analytics**
    Jingfen Zhu, Ph.D., Chief Science Officer, Genpact; Rakesh Sukumar, Senior Manager, Genpact; Ankit Majumder, Data Scientist, Genpact
- **Optimizing Launch Excellence: An AI-driven Framework for Precision Engagement**
    Christel Chehoud, Johnson & Johnson; Xiaoyang Meng, Johnson & Johnson; Manish Kumar, ZS; Kaushik Chafekar, ZS; Mehul Singh, ZS
- **Transfer learning approach to enhanced patient classification using Real World Data**
    By Aniruddha Mitra, Atharv Sharma, Arkojyoti Das, Arrvind Sunder, Srinivas Chilukuri, Shubhendu Trivedi
- **Navigating Uncertainty: Evaluating Risks to Enhance Drug Sales Forecast**
    Rajat Parmar, Manager, Viscadia; Rishabh Bawa, Consultant, Viscadia; Himanshu Khandelwal, Associate Consultant, Viscadia; Varun Singh, Associate, Viscadia; Sakshi Devi, Associate, Viscadia
- **Healthcare Provider (HCP) Behavior Assessment: Identifying latent subgroups of HCPs and Salesforce eSales Aid Impact Analysis**
    Sachin Ramesh, Manager, Genpact; Karthick Karuppusamy, Assistant Vice President, Genpact
- **Data X Ray – A Novel Tool that Assesses Data Sources Using ChatGPT**
    JP Tsang, PhD and MBA (INSEAD), President of Bayser Consulting; Maylis Larroque, Senior Consultant, Bayser Consulting
- **Unleashing the Power of Rep Notes: Extracting Actionable Insights through NLP driven Analysis with LLMs and Generative AI**
    Arvind Balaji Gunasekaran, Principal Consultant – Data Science, Trinity Lifesciences; Nagasubramanya Nabha, Vice President – Data Science, Trinity Lifesciences
- **Effectively predict patient discontinuation with AI and opportunities for Rx switching**
    Ryan Sun, Stuart Kamin

 ![](https://pmsa.org/_resources/images/journal/spring-2023.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2023.pdf)

## 2023

- **Data Curation – Identifying and Fixing Mistakes in the Data**
    JP Tsang, PhD and MBA (INSEAD), President, Bayser Consulting
- **The Evolution of Pharma Field Force Deployment and Targeting**
    Ashvin Bhogendra, Senior Director, Axtria; Abhilash Sain, Senior Director, Axtria; Anjali Attri, Associate Director, Axtria; Monal Tenguria, Manager, Axtria
- **Enhancing Patient Classification and Staging in RWD Using Machine Learning**
    Arrvind Sunder, Principal, ZS Associates; Atharv Sharma, Advanced Data Science Manager, ZS Associates; Priyanka Halder, Associate Principal, ZS Associates
- **Individualized Customer Journeys Using Bayesian Statistics: Mapping Optimal Sequences of Interaction**
    Teis Kristensen, Project Lead, Axtria; Kritika Singhal, Data Science Manager, Johnson & Johnson; Ramesh Krishnan, Principal, Axtria
- **Boosting Commercial Performance Through Creation of No-Code AI Pipelines**
    Gili Keshet, MBA, Head of Content, Verix and Shahar Cohen, PhD, CTO, Verix
- **A Causal Modeling Approach for Estimating the Impact of Predictive Customer Recommendations**
    Sri Krishna Rao Achyutuni, Senior Data Scientist, ZS Associates and Srinivas Chilukuri, Principal Data Scientist, ZS Associates
- **Impact of Applying SDOH on Prescription Fill Rate Analysis**
    Russell D. Robbins, MD, MBA, Chief Medical Information Officer, PurpleLab, and Douglas Londono, PhD, VP of Advanced Analytics, PurpleLab

 ![](https://pmsa.org/_resources/images/journal/spring-2020.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2020.pdf)

## 2020

- **Key Drivers for Successful Patient Event Prediction: Empirical Findings on What Matters and to What Extent**
    Srinivas Chilukuri, Principal Data Scientist, ZS Associates and Sagar Madgi, Senior Data Scientist, ZS Associates
- **Maladies of Claims Data: Manifestations, Origins, and Cures**
    JP Tsang, PhD & MBA (INSEAD), President of Bayser Consulting and Igor Rudychev, Head of US Digital, Data, and Innovations, AstraZeneca
- **AI Algorithms for Disease Detection: Methodological Decisions for Development of Models Validated Through a Clinical, Analytical, and Commercial Lens**
    Brian Malpede, Manager; Goksu Dogan, Principal; Scott Moreland, Data Scientist; Rabe’e Cheheltani, Consultant; Brittany Fischer, Associate Consultant; Suyin Lee, Manager; Nadea Leavitt, Principal and US Lead; Orla Doyle, Lead Data Scientist; John Rigg, Senior Principal and Global Lead, IQVIA Predictive Analytics
- **Empowering Clinical Decisions Using Machine Learning Prediction of Prognostic Biomarkers for Patient Disease Progression**
    Ariel Han, Engagement Manager, Commercial Effectiveness, Symphony Health Solutions; Vikram Singh, Principal, Commercial Effectiveness, Symphony Health Solutions; Rick Rosenthal, Senior Principal, Commercial Effectiveness, Symphony Health Solutions; Ewa J. Kleczyk, PhD, Vice President, Symphony Health Solutions
- **A Novel Interpretable Machine Learning Approach as a Commercial Decision Support Tool**
    Avgoustinos Filippoupolitis PhD; Michael Kusnetsov PhD; Nicola Lazzarini PhD; Hariklia Eleftherohorinou PhD—Machine Learning & Artificial Intelligence Solutions Global Unit, Real World Solutions, IQVIA
- **xDM Explainable Decision Models**
    Marc-david Cohen, PhD, Chief Science Officer Emeritus, Aktana Inc. and Pini Ben-Or, MA, MPhil, Chief Science Officer, Aktana Inc.
- **AI Plus Real-World Data for Early Prediction of Disease Progression and Operationalized Precision Targeting**
    Brian Malpede, Manager; Stephanie Roy, Principal; Patrick Long, Data Scientist; Emin Ozkan, Data Scientist; Ryan Hopson, Consultant; Nadea Leavitt, Principal and US Lead; Orla Doyle, Lead Data Scientist; John Rigg, Senior Principal and Global Lead, IQVIA Predictive Analytics
- **A Method for Physician Segmentation and Brand Activation Prediction Using Claims Data**
    Mert Sahin, Chief Marketing Officer, Imaging, GE Healthcare and Ashish Patel, Co-founder, CareSet Systems

 ![](https://pmsa.org/_resources/images/journal/spring-2019.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2019.pdf)

## 2019

- **Simple Probability Models for Predicting Aggregate or Sparse Data: An Empirical Analysis of Projecting Patient Persistency**
    Srihari Jaganathan, Head, Advanced Analytics, UCB Inc. and Ka Lok Lee, Senior Associate Director, Advanced Analytics and Consulting Services, IQVIA
- **An Approach to Operationalizing Next Best Action in Pharmaceutical Communications and Marketing**
    Marc-david Cohen, Ph.D., Chief Science Officer, Aktana Inc.; Amy Baer, Senior Data Scientist, Aktana Inc.; Michael Steiner, Senior Data Scientist, Aktana Inc.
- **Aligning Product Forecasts to Physician Target Universe**
    Ester Oben Etah, Principal, Launch Excellence, IQVIA
- **The Power of Feature Engineering Automation**
    Jean-Patrick Tsang, PhD & MBA (INSEAD), President of Bayser
- **Advanced Targeting for TV and Digital Case Studies**
    Bob Doyle, Senior Director, Consumer, US Brand & Marketing CoE, IQVIA; Daniel Vun Kannon, Manager, Client Solutions, US Brand & Marketing CoE, IQVIA; Yong Cai, Director, Advanced Analytics, IQVIA
- **Dynamic Asymptote Approach to Measure Interaction Among Promotion Channels**
    Shubham Lahoti, Associate Director, Axtria; Varun Jain, Associate Director, Axtria; and Adarsh Gautam, Project Lead, Axtria

 ![](https://pmsa.org/_resources/images/journal/spring-2018.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2018.pdf)

## 2018

- **Building an Oncology Data Visualization Platform to Leverage Integrated Patient Data and Analytics**
    Gita Mishkin, MPH, Principal, Brand Analytics and Center of Excellence, Symphony Health; Paula Fullman, MSOD, Vice President, Patient Analytics Center of Excellence, Symphony Health; Don Faust, Lead Consultant, Patient Analytics Center of Excellence, Symphony Health
- **Improve HCP Email Message Response Through Personalized and Optimal Messaging Strategies Derived From Machine Learning Models**
    Anna Decker, Ph.D., Senior Data Scientist, Aktana Inc. and Marc-David Cohen, Ph.D., Chief Science Officer, Aktana Inc.
- **A Way Forward: Leveraging Advanced Diagnostic Testing to Unlock the Value of Precision Medicine**
    Dave Smart, Director, Knowledge & Insights, Diaceutics; Steve Vitale, Managing Director, Marketing Team, Diaceutics; and Jeff Waldron, MBA, former Executive Director, PM Connective
- **Estimating Sales Force Efficiency in the Pharma Industry**
    Ashish Ranjan Jha, Managing Principal, Analytical Wizards
- **Applying Real-World Evidence Data for Measuring Pharmaceutical Digital Media Programs**
    Ira Haimowitz, PhD, Vice President, Product Strategy, Crossix and Whitney Kemper, Sr. Director, Analytics Products, Crossix
- **Improving Accuracy in Rare Disease Patient Identification Using Pattern Recognition Ensembles**
    Tim Hare, Sr. Manager, CE-Analytics, Symphony Health Solutions; Pratibha Sharan, Senior Consultant, Commercial Effectiveness Team, Symphony Health Solutions; Ewa J. Kleczyk, PhD, Vice President of Client Analytics, Symphony Health Solutions; Derek Evans, Sr. Vice President & General Manager, Symphony Health Solutions
- **Clinical In-Market Leading Indicators for Brand Performance**
    Nitin Choudhary, Principal, Symphony Health Solutions; Ewa Kleczyk, PhD, Vice President of Client Analytics, Symphony Health Solutions; Rajkumar Rajabathar, Engagement Manager, Symphony Health Solutions
- **Deploying Machine Learning for Commercial Analytics**
    Jean-Patrick Tsang, PhD and MBA (INSEAD), President of Bayser Consulting
- **The Causes and Solutions of Chronic Drug Shortages in the United States: The Important Role of Better Analytics – A Commentary**
    George A. Chressanthis, Ph.D., Principal Scientist, Axtria Inc.

 ![](https://pmsa.org/_resources/images/journal/spring-2017.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2017.pdf)

## 2017

- **Sales Analytics and Big Data Developments Needed Now to Address Practitioner-Identified Emerging Biopharmaceutical Sales Force Strategic and Operational Issues**
    George A. Chressanthis, Ph.D., Principal Scientist, Axtria and Murali Mantrala, Ph.D., Sam M. Walton Distinguished Professor of Marketing, University of Missouri, Columbia
- **A New Path to Understanding the Physician’s Decision Journey Using Simulated Patients**
    Chandra Chaterji, Consultant, and Greg Chu, Chief Operating Officer, InTask, Inc.
- **Value Proposition of Diagnostic Test Data**
    Kishan Kumar, Associate Director, Axtria and Juhi Parikh, Project Lead, Axtria
- **Leveraging Predictive Analytics to Derive Patient Adherence Drivers**
    Ewa J. Kleczyk, Ph.D., Executive Director, Commercial Effectiveness Analytics, Symphony Health Solutions and Derek Evans, Senior Vice President, Symphony Health Solutions
- **Anticipating the Market Access Outlook for Drugs in R&D**
    Walter Brooks, Founder and Vice President, Equinox Group; David Godolphin, Vice President, Equinox Group; and Allan Miller, Vice President, Equinox Group
- **Leveraging CMS Open Payments Data to Identify Channel Preferences and Gather Competitive Intelligence, Thereby Improving HCP Targeting**
    Rahul Anand, Engagement Manager, Mu Sigma; Duggan Collier, Deputy Director, Commercial Analytics, Bayer; Yan Jiang, Director, Business Insights, Rare Diseases, Bayer; Janardhan Vellore, Director, Commercial Analytics, Bayer
- **How a Lack of Data Integration Can Hurt Patient Services**
    Anshul Agarwal, Principal, ZS

 ![](https://pmsa.org/_resources/images/journal/spring-2016.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2016.pdf)

## 2016

- **Tele-Detailing: How a Late-Stage Pharma Brand Combats the Loss of Field Sales Force Coverage**
    Jane Portman, Sr. Director, Analytics, Merkle; Alice Liang, Associate Director, Analytics, Merkle; Paul Spiegler, Senior Director, Strategy, Merkle Health
- **Using Predictive and Prescriptive Analytics to Inform Pharmaceutical Market Forecasting: Insights from a Nationwide Lab Test Database**
    Jason Bhan, MD, Executive Vice President and Co-Founder, Medivo; Tatiana Sorokina, MSc, Sr. Manager, Advanced Analytics and Insights, Medivo; Karry Calderon, Medical Affairs, Medivo; Carol Smyth, MB, Medical Director, Medivo
- **The Value of EMR Data: Unlocking Insights That Drive Pharma Sales**
    Steve Love, Principal, ZS Associates; Sudhanshu Bhatnagar, Business Consulting Manager, ZS Associates; Greg Rickman, Business Consultant, ZS Associates; Jedy Wang, Business Associate Consultant, ZS Associates

 ![](https://pmsa.org/_resources/images/journal/spring-2015.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2015.pdf)

## 2015

- **The Evolving Art of Customer Valuation**
    Juhi Parikh, Associate, Axtria Inc. and Kedar Naphade, Ph.D., Senior Principal, Axtria Inc.
- **National Lab Test Database Provides Valuable Marketing Insights From All Stages of the Patient Journey**
    Mark Degatano, Senior Vice President, Analytics & Pharma Solutions, Medivo Inc.; Tatiana Sorokina, Senior Manager, Advanced Analytics & Insights, Medivo Inc.; Carol Smyth, Medical Editor, Medivo Inc.
- **A Smart Approach to Select Test Cities for a DTC Pilot**
    Razek Karnoub, Ph.D., Director, Axtria Inc. and David Wood, Ph.D., Senior Principal, Axtria Inc.

 ![](https://pmsa.org/_resources/images/journal/spring-2014.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2014.pdf)

## 2014

- Embracing EHR Data for Competitive Advantages in the Pharmaceutical Market
    Steve Davis, Vice President and General Manager, Life Sciences, Humedica and Amie Moreno, Account Management, Humedica
- Unlocking the Value of Closed Loop Marketing Analytics to Drive Customer Centricity
    Pratap Khedkar, Managing Principal, ZS Associates, and Saby Mitra, Associate Principal, ZS Associates
- Understanding Physician Influence: Advances in Secondary Data Analysis and Network Science
    Gregory Gallo, Vice President & Practice Leader, Activate Networks and Pete DeWan PhD, Chief Scientific Officer & Vice President, Analytics, Activate Networks

 ![](https://pmsa.org/_resources/images/journal/spring-2013.webp)

 [ Download ](https://pmsa.org/_resources/documents/journal/Journal-of-PMSA-Spring-2013.pdf)

## 2013

- The Changing Landscape is Calling for a Revamping of Our Toolbox – What Are We To Do?
    Jean Patrick Tsang, PhD and MBA (INSEAD), President of Bayser
- Optimizing Sales and Marketing Operations Using Potential Scores
    Kevin Kirby, Michael Allen Company
- The Relative Contribution of Message Optimization and Physician Targeting on Enhancing Detail Effectiveness An Application Using a Discrete Choice Approach in the Oncology and Primary Care Markets
    Brian H. Gibbs, Ph.D,Vice President, Consulting Analytics, ImpactRx, a Symphony Health Solutions Company

---

## Guidelines for Authors

**Summary of manuscript structure:**
An abstract should be included, comprising approximately 150 words. Six key words are also required. All articles and papers should be accompanied by a short (about 100 words) description of the author(s) and, if appropriate, the organization of which he or she is a member.

**Industry submissions:**
For practitioners working in the pharmaceutical industry, and the consultants and other supporting professionals working with them, the Journal offers the opportunity to publish leading-edge thinking to a targeted and relevant audience.

Industry submissions should represent the work of the practical application of management science methods or techniques to solving a specific pharmaceutical marketing analytic problem. Preference will be given to papers presenting original data (qualitative or quantitative), case studies and examples. Submissions that are overtly promotional are discouraged and will not be accepted.

Industry submissions should aim for a length of 3000-5000 words and should be written in a 3rd person, objective style. They should be referenced to reflect the prior work on which the paper is based. References should be presented in Vancouver format.

**Academic submissions:**
For academics studying the domains of management science in the pharmaceutical industry, the journal offers an opportunity for early publication of research that is unlikely to conflict with later publication in higher-rated academic journals.

Academic submissions should represent original empirical research or critical reviews of prior work that are relevant to the pharmaceutical management science industry. Academic papers are expected to balance theoretical foundations and rigor with relevance to a non-academic readership. Submissions that are not original or that are not relevant to the industry are discouraged and will not be accepted.

Academic submissions should aim for a length of 3000-5000 words and should be written in a 3rd person, objective style. They should be referenced to reflect the prior work on which the paper is based. References should be presented in Vancouver format.

**Expert Opinion Submissions:**
For experts working in the Pharmaceutical Management Science area, the journal offers the opportunity to publish expert opinions to a relevant audience.

Expert opinion submissions should represent original thinking in the areas of marketing and strategic management as it relates to the pharmaceutical industry. Expert opinions could constitute a review of different methods or data sources, or a discussion of relevant advances in the industry.

Expert opinion submissions should aim for a length of 2000-3000 words and should be written in a 3rd person, objective style. Whilst references are not essential for expert opinion submissions, they are encouraged and should be presented in Vancouver format.

Industry, academic and expert opinion authors are invited to contact the editor directly if they wish to clarify the relevance of their submission to the journal or seek guidance regarding content before submission. In addition, academic or industry authors who wish to cooperate with other authors are welcome to contact the editor who may be able to facilitate useful introductions.

**Items to consider:**

1. What is the central message of the article you propose to write (the 'aha')? What is important, useful, new, or counter-intuitive about your idea? Why do managers need to know about it?
2. How can your idea be applied in business today (the 'so what')?
3. For which kinds of companies would the idea NOT work well? For which kinds of companies would it work especially well? Why?
4. What projects/research have you conducted to support the argument in your article?
5. On what previous work (either of your own or of others) does this idea build?
6. What is the source of your authority? What academic, professional, or personal experience will you draw on?

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    "description": "PMSA Journal About the PMSA JournalThe Journal of the Pharmaceutical Management Science Association (PMSA) advances the mission of the Association to promote and apply management science within the pharmaceutical industry. Published annually in electronic format, the PMSA Journal features peer-reviewed articles that deliver practical insights, methodological advances, and data-driven innovations across areas such as: Forecasting Commercial analytics Market access Clinical development Our MissionThe key points in achieving this mission are: Raise awareness and promote the use of management science in the pharmaceutical industry Foster sharing of ideas, challenges, and learning to increase the overall level of knowledge and skill in this field Provide training opportunities to support continual growth within pharmaceutical management science Encourage interaction and networking among peers working in this discipline Login to View Download 2026 Reframing Valuation and Capital Structure in Life Sciences: A Complexity-Informed AI Decision FrameworkSamuel Renwick, CFA, RNA Advisors; Jerry A. Rosenblatt, PhD, Rosenblatt Life Science Consultants Decoding the Hype of TrumpRx with DTC Distribution: Is Life Science’s Commercial Model Ready for the Change?Anakh Sawhney, Bernards High School, Bernardsville, New Jersey, United States; Devesh Verma, PhD, Principal, Axtria Inc., Berkeley Heights, New Jersey, United States Leveraging AI-Driven Multimodal Analysis to Accelerate Scientific Intelligence from a Major Cardiology CongressLori Klein, PharmD, Inizio Ignite, Putnam; Jo Ann Saitta, MS, Inizio Ignite, Putnam; Michael J. Harvey, PhD, Inizio Ignite, Putnam; Alexandra C. Dornbush, PhD, Inizio Ignite, Putnam Enabling AI-Driven Medical Insight Through Modular Analytics Architecture: Lessons from Field-Based Medical AffairsJane Urban, Abhishek Trigunait Decoding Healthcare Organization Influence: A Metric for Institutional Control in Treatment DecisionsEunseop Kim, Sr. Advisor, Consumer Analytics, Eli Lilly and Company Large Language Models in Pharmaceutical Quality Management Systems: A Quality-First Implementation FrameworkChris Dayton, Chief Executive Officer, Quality Assured AI; Adam Pinkert, Sr. Advisor, Quality and Regulatory, Quality Assured AI, Principal (Trayenco Consulting); Nick Moench, Principal Machine Learning Architect, Quality Assured AI Evaluating AI-Enabled Emr Analytics to Address Claims Gaps in Rare Disease: Insights From A Hereditary Angioedema (HAE) PilotRob Sederman, Ambit RD Inc.; Casey Sederman, Ambit RD Inc.; Birnur Ozbas-Erdem, Ambit RD Inc.; Kathryn Sands, Lighten Platforms, Inc.; Jakob Lapsley, Lighten Platforms, Inc.; Xinkun Nie, Lighten Platforms, Inc. GenAI-Powered Conversational BI Assistant: Accelerating Pharma Dashboard InsightsVinay Vihari Lakamsani, Senior Manager, Data & AI, Trinity Life Sciences; Mohamed Arruman Shalik, Consultant, Data Science, Trinity Lifesciences; Pulkit Sharma, Principal, Data & AI, Trinity Life Sciences Mining the Invisible: Overcoming Diagnostic Ambiguity and Prevalence Inflation in Ultra-Rare Disease Patient IdentificationNikhil Jain, Partner, ProcDNA; Rohit Madaan, Director, ProcDNA; Nikhil Borker, Director, ProcDNA; Kanika Maheshwari, Lead Data Scientist, ProcDNA; Tushar Verma, Data Scientist, ProcDNA; Achintye Kamra, Associate Data Scientist, ProcDNA The Next Decade of Forecasting: A Learning System Integrating Commercial, Medical, and Access AnalyticsAnindya Roy, Vipul Vaid, Vikrant Kumar, Himanshu Gurnani –Viscadia Accelerating Market Research Insights through an Ontology-Driven, Agentic Data Digitization FrameworkYuan Niu, Bayer Pharmaceuticals, USA; Junying Zheng, Bayer Pharmaceuticals, USA; Mathew Ratnam, Bayer Pharmaceuticals, USA; PKS Prakash, ZS Associates, India; Shivam Shivam, ZS Associates, India; Swaraj Prakash, ZS Associates, India; Rishav Mishra, ZS Associates, India Accelerating Pharmaceutical Commercial Analytics Through a Generative AI Agent Hub and Semantic Data DiscoveryShihan He, Sai Rithvik Kanakamedala, Akash Pandey, Anubhav Srivastava FLARE: Forecasting with LLM-Assisted Recommendation EnginePKS Prakash, ZS Associates, India; Srinivas Chilukuri, ZS Associates, USA Applying Management Science to Forecasting in Rare Diseases: An In-Depth FrameworkRishabh Bawa, Manager, Viscadia; Navendu Gupta, Consultant, Viscadia; Pratham Gupta, Consultant, Viscadia; Varun Singh, Associate Consultant, Viscadia Synthetic Data is not Fake DataJP Tsang, PhD & MBA (INSEAD), President, Bayser; Badr Bouchabchoub, MSc (Computer Science), AI Engineer, Bayser Download 2025 Using Longitudinal Claims Data to Predict Response Uptake in Rare and Ultra-Rare DiseasesJerry A. Rosenblatt, PhD – Rosenblatt Life Science Consultants; Adrian Ghenadenik, PhD – Rosenblatt Life Science Consultants; Rhys Rosenberg – Rosenblatt Life Science Consultants; Ashwin Anand – FORIAN Inc. Measuring the Impact of Tech-Driven Specialty Pharmacy CollaborationJames Battaglia, Claritas Rx Iterative Causal Segmentation: Filling the Gap between Market Segmentation and Marketing StrategyKaihua Ding, Jingsong Cui, Mohammad Soltani, and Jing Jin, AZ Brain, AstraZeneca PLC Can Generative AI Help to Understand Patient Journeys More Efficiently and Effectively?Gagan Bhatia, Roche/Genentech; Marco Giannitrapani, Roche; John Kaspar, Roche; Sharon Lee, Roche/Genentech; Suyash Mishra, Roche; and Jessica Tashker, Ph.D., Roche Multimodal Multi-Agent Solution for Sales RepresentativesShihan He, Machine Learning Engineer at AI CoE, Novo Nordisk Inc.; and Anubhav Srivastav, Associate Director at AI CoE, Novo Nordisk Inc. Unlocking Commercial Success with Multimodal LLMs: Approach and Comprehensive Validation FrameworkDaniel Young, AstraZeneca; Atharv Sharma, ZS Associates; Arindam Paul, ZS Associates; Prashant Mishra, ZS Associates; Arrvind Sunder, ZS Associates Using Machine Learning to Establish the Impact of Patient Support Services and the Coordinated Efforts of Field Reimbursement and Access Specialists on Therapy Fulfillment Rates, Time to Fulfillment, and Patient AdherencePrabhjot Singh, Senior Director, Axtria Inc.; Hemant Kumar, Director, Axtria Inc.; Aayush Gupta, Manager, Axtria Inc. Enhance your Insights by Leveraging Public Domain Data SourcesJP Tsang, PhD and MBA (INSEAD), President of Bayser Consulting; Shunmugam Mohan, VP of Operations, Bayser Consulting; Maylis Larroque, Senior Consultant, Bayser Consulting; Zhangjin Xu, PhD, Senior Consultant, Bayser Consulting Looking Beyond Hype: Using AI to Drive Business Impact for Brand and Sales LeadersVineet Rathi, Principal, Axtria Inc. Download 2024 Identifying the Right Key Opinion Leaders in Pharma Using Machine Learning: Creating a Data-Driven Process for Impactful OutcomesNikhil Jain, Executive Director – Analytics & Data Science, ProcDNA Analytics; Shubham Agrawal, Engagement Lead – Analytics & Data Science, ProcDNA Analytics; Tejaswini Salunkhe, Data Scientist, ProcDNA Analytics Physician Engagement Optimization: Reinforcement Learning-based Omni-Channel GenAI approach for Maximizing Email Open Rates and embracing Representative preferences to target HCPsAshish Gupta, Senior Data Scientist, Omnichannel Analytics, Genpact Improve Customer Experience and Omnichannel Effectiveness through Customer Journey AnalyticsJingfen Zhu, Ph.D., Chief Science Officer, Genpact; Rakesh Sukumar, Senior Manager, Genpact; Ankit Majumder, Data Scientist, Genpact Optimizing Launch Excellence: An AI-driven Framework for Precision EngagementChristel Chehoud, Johnson & Johnson; Xiaoyang Meng, Johnson & Johnson; Manish Kumar, ZS; Kaushik Chafekar, ZS; Mehul Singh, ZS Transfer learning approach to enhanced patient classification using Real World DataBy Aniruddha Mitra, Atharv Sharma, Arkojyoti Das, Arrvind Sunder, Srinivas Chilukuri, Shubhendu Trivedi Navigating Uncertainty: Evaluating Risks to Enhance Drug Sales ForecastRajat Parmar, Manager, Viscadia; Rishabh Bawa, Consultant, Viscadia; Himanshu Khandelwal, Associate Consultant, Viscadia; Varun Singh, Associate, Viscadia; Sakshi Devi, Associate, Viscadia Healthcare Provider (HCP) Behavior Assessment: Identifying latent subgroups of HCPs and Salesforce eSales Aid Impact AnalysisSachin Ramesh, Manager, Genpact; Karthick Karuppusamy, Assistant Vice President, Genpact Data X Ray – A Novel Tool that Assesses Data Sources Using ChatGPTJP Tsang, PhD and MBA (INSEAD), President of Bayser Consulting; Maylis Larroque, Senior Consultant, Bayser Consulting Unleashing the Power of Rep Notes: Extracting Actionable Insights through NLP driven Analysis with LLMs and Generative AIArvind Balaji Gunasekaran, Principal Consultant – Data Science, Trinity Lifesciences; Nagasubramanya Nabha, Vice President – Data Science, Trinity Lifesciences Effectively predict patient discontinuation with AI and opportunities for Rx switchingRyan Sun, Stuart Kamin Download 2023 Data Curation – Identifying and Fixing Mistakes in the DataJP Tsang, PhD and MBA (INSEAD), President, Bayser Consulting The Evolution of Pharma Field Force Deployment and TargetingAshvin Bhogendra, Senior Director, Axtria; Abhilash Sain, Senior Director, Axtria; Anjali Attri, Associate Director, Axtria; Monal Tenguria, Manager, Axtria Enhancing Patient Classification and Staging in RWD Using Machine LearningArrvind Sunder, Principal, ZS Associates; Atharv Sharma, Advanced Data Science Manager, ZS Associates; Priyanka Halder, Associate Principal, ZS Associates Individualized Customer Journeys Using Bayesian Statistics: Mapping Optimal Sequences of InteractionTeis Kristensen, Project Lead, Axtria; Kritika Singhal, Data Science Manager, Johnson & Johnson; Ramesh Krishnan, Principal, Axtria Boosting Commercial Performance Through Creation of No-Code AI PipelinesGili Keshet, MBA, Head of Content, Verix and Shahar Cohen, PhD, CTO, Verix A Causal Modeling Approach for Estimating the Impact of Predictive Customer RecommendationsSri Krishna Rao Achyutuni, Senior Data Scientist, ZS Associates and Srinivas Chilukuri, Principal Data Scientist, ZS Associates Impact of Applying SDOH on Prescription Fill Rate AnalysisRussell D. Robbins, MD, MBA, Chief Medical Information Officer, PurpleLab, and Douglas Londono, PhD, VP of Advanced Analytics, PurpleLab Download 2020 Key Drivers for Successful Patient Event Prediction: Empirical Findings on What Matters and to What ExtentSrinivas Chilukuri, Principal Data Scientist, ZS Associates and Sagar Madgi, Senior Data Scientist, ZS Associates Maladies of Claims Data: Manifestations, Origins, and CuresJP Tsang, PhD & MBA (INSEAD), President of Bayser Consulting and Igor Rudychev, Head of US Digital, Data, and Innovations, AstraZeneca AI Algorithms for Disease Detection: Methodological Decisions for Development of Models Validated Through a Clinical, Analytical, and Commercial LensBrian Malpede, Manager; Goksu Dogan, Principal; Scott Moreland, Data Scientist; Rabe’e Cheheltani, Consultant; Brittany Fischer, Associate Consultant; Suyin Lee, Manager; Nadea Leavitt, Principal and US Lead; Orla Doyle, Lead Data Scientist; John Rigg, Senior Principal and Global Lead, IQVIA Predictive Analytics Empowering Clinical Decisions Using Machine Learning Prediction of Prognostic Biomarkers for Patient Disease ProgressionAriel Han, Engagement Manager, Commercial Effectiveness, Symphony Health Solutions; Vikram Singh, Principal, Commercial Effectiveness, Symphony Health Solutions; Rick Rosenthal, Senior Principal, Commercial Effectiveness, Symphony Health Solutions; Ewa J. Kleczyk, PhD, Vice President, Symphony Health Solutions A Novel Interpretable Machine Learning Approach as a Commercial Decision Support ToolAvgoustinos Filippoupolitis PhD; Michael Kusnetsov PhD; Nicola Lazzarini PhD; Hariklia Eleftherohorinou PhD—Machine Learning & Artificial Intelligence Solutions Global Unit, Real World Solutions, IQVIA xDM Explainable Decision ModelsMarc-david Cohen, PhD, Chief Science Officer Emeritus, Aktana Inc. and Pini Ben-Or, MA, MPhil, Chief Science Officer, Aktana Inc. AI Plus Real-World Data for Early Prediction of Disease Progression and Operationalized Precision TargetingBrian Malpede, Manager; Stephanie Roy, Principal; Patrick Long, Data Scientist; Emin Ozkan, Data Scientist; Ryan Hopson, Consultant; Nadea Leavitt, Principal and US Lead; Orla Doyle, Lead Data Scientist; John Rigg, Senior Principal and Global Lead, IQVIA Predictive Analytics A Method for Physician Segmentation and Brand Activation Prediction Using Claims DataMert Sahin, Chief Marketing Officer, Imaging, GE Healthcare and Ashish Patel, Co-founder, CareSet Systems Download 2019 Simple Probability Models for Predicting Aggregate or Sparse Data: An Empirical Analysis of Projecting Patient PersistencySrihari Jaganathan, Head, Advanced Analytics, UCB Inc. and Ka Lok Lee, Senior Associate Director, Advanced Analytics and Consulting Services, IQVIA An Approach to Operationalizing Next Best Action in Pharmaceutical Communications and MarketingMarc-david Cohen, Ph.D., Chief Science Officer, Aktana Inc.; Amy Baer, Senior Data Scientist, Aktana Inc.; Michael Steiner, Senior Data Scientist, Aktana Inc. Aligning Product Forecasts to Physician Target UniverseEster Oben Etah, Principal, Launch Excellence, IQVIA The Power of Feature Engineering AutomationJean-Patrick Tsang, PhD & MBA (INSEAD), President of Bayser Advanced Targeting for TV and Digital Case StudiesBob Doyle, Senior Director, Consumer, US Brand & Marketing CoE, IQVIA; Daniel Vun Kannon, Manager, Client Solutions, US Brand & Marketing CoE, IQVIA; Yong Cai, Director, Advanced Analytics, IQVIA Dynamic Asymptote Approach to Measure Interaction Among Promotion ChannelsShubham Lahoti, Associate Director, Axtria; Varun Jain, Associate Director, Axtria; and Adarsh Gautam, Project Lead, Axtria Download 2018 Building an Oncology Data Visualization Platform to Leverage Integrated Patient Data and AnalyticsGita Mishkin, MPH, Principal, Brand Analytics and Center of Excellence, Symphony Health; Paula Fullman, MSOD, Vice President, Patient Analytics Center of Excellence, Symphony Health; Don Faust, Lead Consultant, Patient Analytics Center of Excellence, Symphony Health Improve HCP Email Message Response Through Personalized and Optimal Messaging Strategies Derived From Machine Learning ModelsAnna Decker, Ph.D., Senior Data Scientist, Aktana Inc. and Marc-David Cohen, Ph.D., Chief Science Officer, Aktana Inc. A Way Forward: Leveraging Advanced Diagnostic Testing to Unlock the Value of Precision MedicineDave Smart, Director, Knowledge & Insights, Diaceutics; Steve Vitale, Managing Director, Marketing Team, Diaceutics; and Jeff Waldron, MBA, former Executive Director, PM Connective Estimating Sales Force Efficiency in the Pharma IndustryAshish Ranjan Jha, Managing Principal, Analytical Wizards Applying Real-World Evidence Data for Measuring Pharmaceutical Digital Media ProgramsIra Haimowitz, PhD, Vice President, Product Strategy, Crossix and Whitney Kemper, Sr. Director, Analytics Products, Crossix Improving Accuracy in Rare Disease Patient Identification Using Pattern Recognition EnsemblesTim Hare, Sr. Manager, CE-Analytics, Symphony Health Solutions; Pratibha Sharan, Senior Consultant, Commercial Effectiveness Team, Symphony Health Solutions; Ewa J. Kleczyk, PhD, Vice President of Client Analytics, Symphony Health Solutions; Derek Evans, Sr. Vice President & General Manager, Symphony Health Solutions Clinical In-Market Leading Indicators for Brand PerformanceNitin Choudhary, Principal, Symphony Health Solutions; Ewa Kleczyk, PhD, Vice President of Client Analytics, Symphony Health Solutions; Rajkumar Rajabathar, Engagement Manager, Symphony Health Solutions Deploying Machine Learning for Commercial AnalyticsJean-Patrick Tsang, PhD and MBA (INSEAD), President of Bayser Consulting The Causes and Solutions of Chronic Drug Shortages in the United States: The Important Role of Better Analytics – A CommentaryGeorge A. Chressanthis, Ph.D., Principal Scientist, Axtria Inc. Download 2017 Sales Analytics and Big Data Developments Needed Now to Address Practitioner-Identified Emerging Biopharmaceutical Sales Force Strategic and Operational IssuesGeorge A. Chressanthis, Ph.D., Principal Scientist, Axtria and Murali Mantrala, Ph.D., Sam M. Walton Distinguished Professor of Marketing, University of Missouri, Columbia A New Path to Understanding the Physician’s Decision Journey Using Simulated PatientsChandra Chaterji, Consultant, and Greg Chu, Chief Operating Officer, InTask, Inc. Value Proposition of Diagnostic Test DataKishan Kumar, Associate Director, Axtria and Juhi Parikh, Project Lead, Axtria Leveraging Predictive Analytics to Derive Patient Adherence DriversEwa J. Kleczyk, Ph.D., Executive Director, Commercial Effectiveness Analytics, Symphony Health Solutions and Derek Evans, Senior Vice President, Symphony Health Solutions Anticipating the Market Access Outlook for Drugs in R&DWalter Brooks, Founder and Vice President, Equinox Group; David Godolphin, Vice President, Equinox Group; and Allan Miller, Vice President, Equinox Group Leveraging CMS Open Payments Data to Identify Channel Preferences and Gather Competitive Intelligence, Thereby Improving HCP TargetingRahul Anand, Engagement Manager, Mu Sigma; Duggan Collier, Deputy Director, Commercial Analytics, Bayer; Yan Jiang, Director, Business Insights, Rare Diseases, Bayer; Janardhan Vellore, Director, Commercial Analytics, Bayer How a Lack of Data Integration Can Hurt Patient ServicesAnshul Agarwal, Principal, ZS Download 2016 Tele-Detailing: How a Late-Stage Pharma Brand Combats the Loss of Field Sales Force CoverageJane Portman, Sr. Director, Analytics, Merkle; Alice Liang, Associate Director, Analytics, Merkle; Paul Spiegler, Senior Director, Strategy, Merkle Health Using Predictive and Prescriptive Analytics to Inform Pharmaceutical Market Forecasting: Insights from a Nationwide Lab Test DatabaseJason Bhan, MD, Executive Vice President and Co-Founder, Medivo; Tatiana Sorokina, MSc, Sr. Manager, Advanced Analytics and Insights, Medivo; Karry Calderon, Medical Affairs, Medivo; Carol Smyth, MB, Medical Director, Medivo The Value of EMR Data: Unlocking Insights That Drive Pharma SalesSteve Love, Principal, ZS Associates; Sudhanshu Bhatnagar, Business Consulting Manager, ZS Associates; Greg Rickman, Business Consultant, ZS Associates; Jedy Wang, Business Associate Consultant, ZS Associates Download 2015 The Evolving Art of Customer ValuationJuhi Parikh, Associate, Axtria Inc. and Kedar Naphade, Ph.D., Senior Principal, Axtria Inc. National Lab Test Database Provides Valuable Marketing Insights From All Stages of the Patient JourneyMark Degatano, Senior Vice President, Analytics & Pharma Solutions, Medivo Inc.; Tatiana Sorokina, Senior Manager, Advanced Analytics & Insights, Medivo Inc.; Carol Smyth, Medical Editor, Medivo Inc. A Smart Approach to Select Test Cities for a DTC PilotRazek Karnoub, Ph.D., Director, Axtria Inc. and David Wood, Ph.D., Senior Principal, Axtria Inc. Download 2014 Embracing EHR Data for Competitive Advantages in the Pharmaceutical MarketSteve Davis, Vice President and General Manager, Life Sciences, Humedica and Amie Moreno, Account Management, Humedica Unlocking the Value of Closed Loop Marketing Analytics to Drive Customer CentricityPratap Khedkar, Managing Principal, ZS Associates, and Saby Mitra, Associate Principal, ZS Associates Understanding Physician Influence: Advances in Secondary Data Analysis and Network ScienceGregory Gallo, Vice President & Practice Leader, Activate Networks and Pete DeWan PhD, Chief Scientific Officer & Vice President, Analytics, Activate Networks Download 2013 The Changing Landscape is Calling for a Revamping of Our Toolbox – What Are We To Do?Jean Patrick Tsang, PhD and MBA (INSEAD), President of Bayser Optimizing Sales and Marketing Operations Using Potential ScoresKevin Kirby, Michael Allen Company The Relative Contribution of Message Optimization and Physician Targeting on Enhancing Detail Effectiveness An Application Using a Discrete Choice Approach in the Oncology and Primary Care MarketsBrian H. Gibbs, Ph.D,Vice President, Consulting Analytics, ImpactRx, a Symphony Health Solutions Company Guidelines for Authors Summary of manuscript structure:An abstract should be included, comprising approximately 150 words. Six key words are also required. All articles and papers should be accompanied by a short (about 100 words) description of the author(s) and, if appropriate, the organization of which he or she is a member. Industry submissions:For practitioners working in the pharmaceutical industry, and the consultants and other supporting professionals working with them, the Journal offers the opportunity to publish leading-edge thinking to a targeted and relevant audience. Industry submissions should represent the work of the practical application of management science methods or techniques to solving a specific pharmaceutical marketing analytic problem. Preference will be given to papers presenting original data (qualitative or quantitative), case studies and examples. Submissions that are overtly promotional are discouraged and will not be accepted. Industry submissions should aim for a length of 3000-5000 words and should be written in a 3rd person, objective style. They should be referenced to reflect the prior work on which the paper is based. References should be presented in Vancouver format. Academic submissions:For academics studying the domains of management science in the pharmaceutical industry, the journal offers an opportunity for early publication of research that is unlikely to conflict with later publication in higher-rated academic journals. Academic submissions should represent original empirical research or critical reviews of prior work that are relevant to the pharmaceutical management science industry. Academic papers are expected to balance theoretical foundations and rigor with relevance to a non-academic readership. Submissions that are not original or that are not relevant to the industry are discouraged and will not be accepted. Academic submissions should aim for a length of 3000-5000 words and should be written in a 3rd person, objective style. They should be referenced to reflect the prior work on which the paper is based. References should be presented in Vancouver format. Expert Opinion Submissions:For experts working in the Pharmaceutical Management Science area, the journal offers the opportunity to publish expert opinions to a relevant audience. Expert opinion submissions should represent original thinking in the areas of marketing and strategic management as it relates to the pharmaceutical industry. Expert opinions could constitute a review of different methods or data sources, or a discussion of relevant advances in the industry. Expert opinion submissions should aim for a length of 2000-3000 words and should be written in a 3rd person, objective style. Whilst references are not essential for expert opinion submissions, they are encouraged and should be presented in Vancouver format. Industry, academic and expert opinion authors are invited to contact the editor directly if they wish to clarify the relevance of their submission to the journal or seek guidance regarding content before submission. In addition, academic or industry authors who wish to cooperate with other authors are welcome to contact the editor who may be able to facilitate useful introductions. Items to consider: What is the central message of the article you propose to write (the 'aha')? What is important, useful, new, or counter-intuitive about your idea? Why do managers need to know about it? How can your idea be applied in business today (the 'so what')? For which kinds of companies would the idea NOT work well? For which kinds of companies would it work especially well? Why? What projects/research have you conducted to support the argument in your article? On what previous work (either of your own or of others) does this idea build? What is the source of your authority? What academic, professional, or personal experience will you draw on?",
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