This brief examines how life sciences companies can better measure and optimize promotional effectiveness amid declining access and growing channel complexity. It analyzes field force optimization (FFO) approaches that link promotional activity to prescribing outcomes using advanced analytics. The brief emphasizes integrating data across personal, digital, and non-personal channels to understand true response drivers. IQVIA highlights modern modeling techniques that support more precise targeting, resource allocation, and ROI measurement, enabling commercial teams to adapt promotion strategies to real-world engagement dynamics.

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