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Hello ! Conference2005 Pharmaceutical Management Science Association Conference May 15-18, 2005 Gaylord Opryland, Nashville, Tennessee To register click here. Back to top Presidents Message Welcome to the PMSA newsletter! Our goal is to communicate with you several times throughout the year to stay in closer touch with our membership. In this newsletter we will communicate information about the PMSA, our conference, or other items of interest to management science professionals within the pharmaceutical industry. Of key interest to all of us is our upcoming conference to be held May 15-18, 2005 at the Gaylord Opryland Resort and Convention Center in Nashville, Tennessee. This resort offers a variety of restaurants, lounges, pubs and sports bar with live entertainment nightly. Nine acres of lush indoor gardens featuring cascading waterfalls within three individual atriums. Nashville, a.k.a. "Music City, U.S.A." is for music lovers of all persuasions – the home of soul-stirring blues and jazz clubs, gospel, alternative rock and bluegrass performances. In addition, it offers antebellum plantations, fine dining and down-home cooking, university research, riverboat cruises, and symphony orchestras across the street from nightclubs and recording studios. For the ease of our membership, the agenda and registration are all available on-line, and if you register by April 22nd you receive a reduced rate. Here is a link to the website Our website still holds old favorites like the job board which has been a success – putting prospective employers in touch with viable candidates ( We all look forward to seeing you in Nashville -- Sallye Tuttle PMSA President Back to top Tutorial Sunday, May 15, 2005 1:00 – 4:00 p.m. Response Modeling Puneet Manchanda, Associate Professor of Marketing, University of Chicago The objective of response modeling is to quantify the relationship between a market outcome (sales, prescriptions, or share) and marketing variables (price, advertising and/or detailing). The parameters obtained from such models are typically used to set marketing policy. An important consideration that arises in the use of these models is that they should enable the marketer to set policy at the right level of aggregation (market, account or customer). In the pharmaceutical industry, marketing policy is typically set at segment level for physicians. However, this industry is unique in that it is possible to set policy for each individual physician. This tutorial will focus on the development, estimation and use of individual level response models. These models are typically estimated under a framework known as "hierarchical Bayes". The tutorial will outline the underpinnings of this framework, provide illustrations and examples from mature and new markets and discuss the benefits and costs of the use of such models. The tutorial will emphasize practical application with a view to enhancing the "comfort level" of the participants. Participants will leave the tutorial with an appreciation of the applicability and generalizability of these models and an understanding of the building blocks required to estimate and use these models. Puneet Manchanda is Associate Professor of Marketing at the Graduate School of Business, University of Chicago. He received his M.Phil, and Ph.D. in Marketing from Columbia University, his MBA in Marketing and Finance from the Indian Institute of Management, Ahmedabad, India and his BSEE from BITS, Pilani, India. Prior to joining the University of Chicago, he held marketing and managerial positions at Unilever and ORG Systems (a Unisys co-venture). He teaches the capstone marketing strategy class at the University of Chicago in both the full-time and part-time MBA programs. He also teaches an advanced marketing strategy elective in the Executive MBA (XP) program. He has also taught at Columbia University and University of Bombay, India. Back to top Monday Night's PMSA Special Event Monday Night's PMSA Special Event PMSA is taking you to the Wildhorse Saloon located in Downtown Nashville. The Wildhorse Saloon is the biggest, most exciting celebration of country music and good times! This special Denim and Diamonds evening includes a fabulous dinner buffet, music and entertainment. This great dance hall attracts country's hottest talent. So you can never tell who might be performing live or whom you might be dancing next to when the music starts to play! We will whisk you from the Gaylord Opryland Resort to the Wildhorse Saloon for an evening of fun, food and entertainment. Back to top Current Exhibitors & Sponsors Sponsors are in bold typeAdvantage Management Solutions Angoss Software Cegedim-USA, Inc. Dendrite International DRSI Group marketRx, Inc. Mattson Jack Group NDC Health PharMetrics The TerrAlign Group, Inc. Timely Data Resources Back to top PMSA Board
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