Welcome Welcome to the RAPP study home page. This site is intended to provide the healthcare industry with key information derived from this landmark study of pharmaceutical promotion, as well as future update plans and analyses as they develop. RAPP is an independent study comparing the Return on Investment (ROI) of the four major promotional tactics (Detailing, DTC Advertising, Medical Journal Advertising, and Physician Meetings & Events). The study was first presented to the industry on May 22, 2001 by its author, Dr. Scott Neslin. This site contains a pdf file of the slides and speaker notes used during that presentation. Webcast of RAPP presentation is not currently available. This site additionally contains an Executive Summary, which is also downloadable as a pdf file; an extensive Frequently Asked Questions (FAQ) section; and a Definition of Terms used in the analysis. Steering Committee Formed A Steering Committee was formed after the completion of the RAPP study to lead and oversee future research. The first project the Steering Committee undertook was the ARPP Analysis (Analysis of ROI for Pharmaceutical Promotion) which was presented by Dr. Dick Wittink on September 18, 2002. Questions or suggestions can be sent to Steering Committee.
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