Qiang Liu 劉強

Quantitative Marketing in Healthcare and the Digital Economy

Daniels@Purdue

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About

I am an Associate Professor of Management at Purdue University’s Daniels School of Business. I study quantitative marketing in healthcare and the digital economy, using Bayesian methods, structural models, and machine learning. My research examines pharmaceutical marketing, healthcare system, digital platforms, and crowdfunding. I received my Ph.D. in Management from Cornell University, an M.A. in Statistics from University of California, Berkeley, and a B.S. in Information Management and Economics from Peking University. I had also served as a Scientific Advisor at IQVIA.

Blog

Peer Reviewed Journal Publications

  1. Chu, Y., Liu, H., Li, X. and Liu, Q. (2026). “Alleles of State Dependence on Digital Platforms: A Dynamic Path to Purchase with Variety Seeking and Inertia (forthcoming).” MIS Quarterly
  2. Shin, S., Liu, Q. (co-first author), Lu, S., and Nelson, P. (2026). “Incorporating Switching Reasons into A Factor-Analytic Choice Model: A Study on Benefit Segmentation of Physicians.” Quantitative Marketing and Economics Vol 24, 4 | Related Website |
  3. Cai, Y., Liu, Q., Wang, Y., Zhang, F. (Equal Contribution) (2025). “Predicting Rare Events in Markets with Relational Data.” Quantitative Marketing and Economics vol. 23 545-588. | Related Website |
  4. Cai, Y., Liu, Y., and Liu, Q. (2025). “Social Determinants of Health and 30-Day Readmission for Heart Failure Patients in U.S. Hospitals: Evidence from ICD-10 Z-Code Data.” Healthcare vol. 13 (17), 2102. | Related Website |
  5. Zhou, C., Gill, M., Liu, Q. (2022). “Empowering Education with Crowdfunding: Empirical Evidence from California Public Schools.” Journal of Marketing Research vol. 59 (1), 97–117. | Related Website |
  6. Liu, Q., Liu, X., Balachander, S. (2021). “Crowdfunding Project Design: Product Menu and Funding Target.” Production and Operations Management vol. 30 (10), 3800-3811. | Related Website |
  7. Liu, Q., Liu, H. & Kalwani, M. (2020). ““See Your Doctor”: The Impact of Direct-to-Consumer Advertising on Patients with Different Affliction Levels.” Marketing Letters vol. 31 (1), 37-48. | Related Website |
  8. Pareek, B., Liu, Q., Ghosh, P. (2019). “Ask Your Doctor if This Product is Right for You: A Bayesian Joint Model for Patient Drug Requests and Physician Prescriptions.” Journal of the Royal Statistical Society Series A vol. 182 (1), 197-223. | Related Website |
  9. Ching, A., Hermosilla, M., Liu, Q. (2019). “Structural Models of the Prescription Drug Market.” Foundations and Trends in Marketing vol. 13 (1), 1-76. | Related Website |
  10. Liu, H., Liu, Q., Chintagunta, P. (2017). “Promotion Spillovers: Drug Detailing in Combination Therapy.” Marketing Science vol. 36 (3), 382-401. | Related Website |
  11. Liu, Q., Gupta, S., Venkataraman, S., Liu, H. (2016). “An Empirical Model of Drug Detailing: Dynamic Competition and Policy Implications.” Management Science vol. 62 (8), 2321 – 2340. | Related Website |
  12. Liu, Q., Steenburgh, T. J., Gupta, S. (2015). “The Cross Attributes Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments.” Marketing Science vol. 34 (1), 144-159. | Related Website |
  13. Liu, Q. & Gupta, S. (2012). “A Micro-level Diffusion Model for New Drug Adoption.” Joural of Product Innovation Management vol. 29 (3), 372 – 384. | Related Website |
  14. Liu, Q. & Gupta, S. (2011). “Understanding the Impact of Direct-to-Consumer Advertising on Patients’ Behavior and the Public Policy Implication.” International Journal of Research in Marketing vol. 28 (3), 205-217. | Related Website |