Introduction
The provision of samples to physicians is a key driver of pharmaceutical marketing success. eSampling can be a cost effective means of supplementing traditional drug sample distribution practices and should be used in combination with sales rep-based sampling efforts. Used effectively, eSampling can expand physician coverage and improve the quality of services provided to dedicated prescribers.
Scope
- Insight into how willing the physician populations in key markets are to adopt alternative methods of sampling
- Analysis of which consumer groups are most amenable to using sample vouchers or coupons in lieu of sample packets
- Identification of key factors that impact physicians? willingness to use the Internet to increase access to drug samples
- A discussion of the growing importance of the preferences of US patients in the adoption of an eSampling strategy
Highlights
Datamonitor finds that consumers in the US are just as likely as physicians in the US to regularly return to a pharmaceutical-sponsored website that offers printable vouchers or coupons as a feature.
An ideal eSampling platform should be customizable and offer an option to link into an eDetailing application. Additionally, electronic sampling applications that provide increased functionality and allow manufacturers to get more value out of their data are preferable.
Despite the fact that physicians in the US and Western Europe still prefer in-person delivery of samples, Datamonitor predicts that sample vouchers and coupons will continue to play a bigger role, in some cases taking the place of sample packets entirely.
Reasons to Purchase
- Identify opportunities within the US market to enable patients to gain greater access to eSamples through consumer-facing websites
- Understand why physicians continue to prefer to distribute sample packets rather than coupons or voucher to their patients
- Target opportunities to expand the use of eSampling in key pharmaceutical markets
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 1
TABLE OF CONTENTS 2
ANALYSIS 4
Introduction to eSampling solutions 4
The failure of a representative-based method of drug sample distribution 5
eSamples can be used to expand reach to physicians in all markets and consumers in the US 5
Physicians prefer to use the Internet to request the delivery of samples packets 6
When sample vouchers are unavailable, physicians download sample vouchers or coupons for their patients from secure web portals 7
In the US, where DTC advertising of pharmaceutical drugs is permitted, consumers independently access money saving vouchers and coupons 9
Regulatory issues in the United States 10
The Prescription Drug Marketing Act 11
Consumers’ views: the impact of sampling on compliance 12
Samples and the potentially non-compliance patient 15
Physicians’ views: the problem of sample supply 20
Physicians’ preferred methods of sample distribution 24
Best practices in the application of electronic sampling 26
Current approaches to electric sampling 26
Voucher system 27
Third-party web portal 28
Integrating eSampling and eDetailing 29
THE FUTURE DECODED 33
Reaching physicians online 33
The role of patients 33
APPENDIX 35
List of Figures 35
Definitions and abbreviations 36
References 36
Extended methodology 39
Datamonitor eHealth Physician Insight Survey 2005 39
Datamonitor eHealth Consumer Insight Survey 2005 39
Ask the analyst 40
List of Figures
Figure 1: Secure online portals allow physicians to request the samples they are most likely to use 7
Figure 2: Printable sample vouchers allow physicians who do not have access to sample packets to provide their patients with free trials or cost-savings on prescription medications 8
Figure 3: Consumers in the US can proactively access cost-saving opportunities on product websites for both new and commonly used prescription medications 9
Figure 4: Consumers in the US are just as likely as physicians in the US to regularly return to pharmaceutical-sponsored websites that offer printable vouchers or coupons as a feature 10
Figure 5: Patients use the Internet to access information relevant to their healthcare decisions 13
Figure 6: Consumers most commonly use the Internet to search for information related to their personal health 14
Figure 7: A large percentage of patients in all markets are considered "potentially non-compliant" 16
Figure 8: Weight loss, skin conditions, cardiovascular health and allergies are among the most commonly sought topics of health information 18
Figure 9: Approximately one out of every ten surveyed US consumers have downloaded a coupon or a voucher for a medication within the past year 20
Figure 10: Physicians report that drug samples are the most influential pharmaceutical marketing strategy at the point-of-care 21
Figure 11: In all markets surveyed, one-fifth of surveyed physicians have used some form of eSampling in the past year 22
Figure 12: Inadequate, inappropriate and unpredictable sample supply plague all pharmaceutical markets 23
Figure 13: Physicians in the US and Western Europe continue to prefer in-person delivery of samples via a sales representative 24
Figure 14: Moving into the future, the majority of surveyed physicians would like to use a combination of both printed vouchers and sample packets 25
Figure 15: In integrated approach to sampling which leverages both traditional and electronic sampling strategies has many benefits in the current pharmaceutical market 27
Figure 16: Most physicians will request either drug samples or a follow-up visit from a sales rep as a result of participating in a detailing session 30
Figure 17: The promise of increased access to samples and greater contact with sales reps factor highly into physicians’ decisions to participate in eDetailing sessions 31
Figure 18: Lack of incentives prevent many otherwise willing physicians from participating in eDetailing programs 32
Other selected research from the 'IT & eHealth' category:
eHealth Solutions for Pharma: Strategies for salesforces, marketing, patient compliance and clinical trials
The eHealth Market in Japan: Optimizing eHealth Tools for Reaching Consumers