Optimization of the marketing mix in the health care industry
  This paper proposes data mining techniques to model the return on investment from various types of promotional spending to market a drug and then uses the model to draw conclusions on how the pharmaceutical industry might go about allocating marketing expenditures in a more efficient manner, potentially reducing costs to the consumer 
Dominique Haughton (SAMM, GREMAQ), Guangying Hua, Danny Jin, John Lin,   Qizhi Wei, Changan Zhang
math.ST stat.AP stat.TH