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The Serendipity of Unintended Experiments

Executive Summary

Any promotional increase--including short term ones--that a company makes in one therapeutic category to respond to a marketplace event reverberates through other classes. Contrary to conventional wisdom, even slight and brief shifts in promotional activity can result in significant changes in market share, including in chronic care markets. Companies should observe and bank data from these changes so they can better allocate sales resources when anticipating or reacting to a triggering market event.

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