ENBIS: European Network for Business and Industrial Statistics

Optimising marketing claims in a regulated environment

21 September 2009, 14:25 – 14:45

Abstract

Submitted by

Carl-Fredrik Burman

Authors

Carl-Fredrik Burman

Affiliation

AstraZeneca R&D

Abstract

Assume that only claims that have been experimentally proved may be made in a marketing situation. Statistical significances count as proofs provided that the family-wise error rate is controlled at a certain level. We are concerned with the issues about how to design an experiment and the analysis in the best way, considering prior information regarding the attributes of the product as well as estimates of commercial value. Examples are given from clinical development of pharmaceuticals.

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