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Current and Future Trends in Physician E-Sampling: Managing for Superior Sales, Access, Service & Cost Benefits

ID: PSM-278


Features:

25 Data Graphics

114 Metrics

28 Narratives

12 Best Practices


Pages: 46


Published: Pre-2014


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Many leading pharmaceutical companies recognize the need to explore different means and mechanisms to supply physicians and their patients with samples of prescription medications. This is especially true since many physicians have restricted access to the sales reps who traditionally helped order and restock samples as part of their detailing visits.

While some companies have made substantial forays into the world of physician e-sampling, usually as a supplement to traditional sampling, others have done less in this area. This is important when you consider that 30 percent of patients in the United States are more likely to fill a prescription after initially receiving a sample from a physician. This report identifies and documents current practices and trends in physician e-sampling and explores the rationale for different tactical approaches to sampling and what constitutes success in physician e-sampling.

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Biotech; Chemical; Manufacturing; Medical Device; Consumer Products


Companies Profiled:
abbott; GlaxoSmithKline; Genzyme; Ipsen; Celgene; Xanodyne Pharmaceuticals; Astellas; Ther-Rx; Bristol-Myers Squibb; Amylin; MSD; Hospira; RECKITT BENCKISER; Genentech; Roche; Sandoz; Merck; Bayer

Study Snapshot

This report explore best practices in the use and management of physician e-sampling as a means “to obtain access” to prescribing physicians. The report benchmarks how pharmaceutical companies organize their sampling efforts and explores the alignment of activities with specific goals for these approaches, such as the percentage of physicians served through physician e-sampling, volume of samples direct shipped, sampling methods (direct orders, vouchers, etc.), peripheral activities (e.g., physician signatures, temperature monitoring), budgets, and performance metrics.

The report also offers broader qualitative insights into the trends, successes, and pitfalls associated with these efforts as well as strategic implications for physician access and other elements of the commercial model.

Key Findings

Physician E-Sampling Is Now An Established Tactic: Sales reps are still the primary sampling channel -- but Physician E-Sampling is growing and maturing. As sales resources shrink, companies look for efficient ways to access physicians. In the benchmark class at large, 1/3 of sampling has moved to Physician E-Sampling with 2/3 still delivered through sales reps. However, more companies are supplementing rep-based sampling with Physician E-Sampling and a few companies have moved to 100% Physician E-Sampling . For most, the Physician E-Sampling system is a field tactic coupled with individual products, therapeutic area or lifecycle. It is not yet a broad-based company-wide strategy among larger companies.

  • Physician E-Sampling Reaches Across Therapeutic Areas: Physician E-Sampling has been seeded across multiple therapeutic areas – including diabetes and most other large chronic care areas. Physician E-Sampling has been in place for five or more years at many companies. Yet of the benchmark class is new to this channel. Physician E-Sampling innovation seems to be stimulated simultaneously by difficulty reaching physicians, sales resource limitations and evolving specialty models.
  • Key Drivers of Physician E-Sampling Systems: Most companies implement Physician E-Sampling to address issues such as shrinking sales force and restricted access to physicians. In field commentaries, benchmark partners further spotlighted four principle benefits to Physician E-Sampling programs: (1) support increased sales, (2) increased physician access, (3) cost-effectiveness, and (4) helps build relationships.
Table of Contents

Project Overview 2
  • Participants 4
  • Key Findings 6
  • Origins and Strategies of Physician E-Sampling Programs 12
  • Launching and Managing Physician E-Sampling Programs 21
  • Technology Applications to Enable Physician E-Sampling Systems 30
  • Measuring & Managing Performance for Physician E-Sampling Systems 38
  • About Best Practices 46