We observed that the units procured by the hospitals were <30% of the units sold through prescriptions written by their affiliated physicians, for almost all contracted hospitals. Hence, to understand the complete impact of the campaign, our analysis was divided into two sections:

  • Direct Impact: We used the Hungarian assignment algorithm, based on the Euclidean distance, to identify suitable control hospitals which were contracted in the campaign. The hospitals were compared based on their post period procurement volumes and market shares.
  • Indirect Impact: Physicians affiliated to the contracted hospital were compared against physicians affiliated to the respective control hospitals. Metrics used for comparison were post period Rx and market shares.


  • Client could evaluate the actual total impact of the campaign, instead of the traditionally analyzed direct impact
  • Through this, informed decisions could be made for all future campaigns


We were able to help the client:

  • Increase the contracted hospitals’ procurement of the drug 12% more than their non-contracted counterparts
  • Increase market share of the drug in contracted hospitals, by 2% more than non-contracted ones
  • Infer that there was a need to further sensitize physicians regarding the drug when they observed a lower increase in the indirect impact