A Pharmaceutical Company Decides on a Marketing Strategy Using Agent-Based Modeling
Sterling Simulation consulting company was chosen to provide an agent-based marketing model for a pharmaceutical firm. The company owned two competing non-generic drugs on the same market. One drug was well established and tended to be the industry leader, and the other one was recently introduced. There were several concerns about how to obtain a useful market share for the newer drug, while maintaining or increasing the market share for the company’s drugs as a whole.