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eSampling Strategies: Using Internet Technologies to Increase Impact at the Point of Care

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

Report 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

Table of Contents

• DATAMONITOR VIEW - page 1
  • CATALYST - page 1
  • SUMMARY - page 1
  • METHODOLOGY - page 1
• TABLE OF CONTENTS - page 2
• ANALYSIS - page 4
  • Introduction to eSampling solutions - page 4
    • The failure of a representative-based method of drug sample distribution - page 5
    • eSamples can be used to expand reach to physicians in all markets and consumers in the US - page 5
      • Physicians prefer to use the Internet to request the delivery of samples packets - page 6
      • When sample vouchers are unavailable, physicians download sample vouchers or coupons for their patients from secure web portals - page 7
      • In the US, where DTC advertising of pharmaceutical drugs is permitted, consumers independently access money saving vouchers and coupons - page 9
    • Regulatory issues in the United States - page 10
      • The Prescription Drug Marketing Act - page 11
  • Consumers' views: the impact of sampling on compliance - page 12
    • Samples and the potentially non-compliance patient - page 15
  • Physicians' views: the problem of sample supply - page 20
    • Physicians' preferred methods of sample distribution - page 23
  • Best practices in the application of electronic sampling - page 26
    • Current approaches to electric sampling - page 26
      • Voucher system - page 27
      • Third-party web portal - page 28
    • Integrating eSampling and eDetailing - page 29
• THE FUTURE DECODED - page 33
  • Reaching physicians online - page 33
  • The role of patients - page 33
• APPENDIX - page 35
  
  
  • List of Figures
  • Definitions and abbreviations - page 36
  • References - page 36
  • Extended methodology - page 39
    • Datamonitor eHealth Physician Insight Survey 2005 - page 39
    • Datamonitor eHealth Consumer Insight Survey 2005 - page 39
  • Ask the analyst - page 40


• List of Figures
• Figure 1: Secure online portals allow physicians to request the samples they are most likely to use - page 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 - page 8
• Figure 3: Consumers in the US can proactively access cost-saving opportunities on product websites for both new and commonly used prescription medications - page 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 - page 10
• Figure 5: Patients use the Internet to access information relevant to their healthcare decisions - page 13
• Figure 6: Consumers most commonly use the Internet to search for information related to their personal health - page 14
• Figure 7: A large percentage of patients in all markets are considered "potentially non-compliant" - page 16
• Figure 8: Weight loss, skin conditions, cardiovascular health and allergies are among the most commonly sought topics of health information - page 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 - page 20
• Figure 10: Physicians report that drug samples are the most influential pharmaceutical marketing strategy at the point-of-care - page 21
• Figure 11: In all markets surveyed, one-fifth of surveyed physicians have used some form of eSampling in the past year - page 22
• Figure 12: Inadequate, inappropriate and unpredictable sample supply plague all pharmaceutical markets - page 23
• Figure 13: Physicians in the US and Western Europe continue to prefer in-person delivery of samples via a sales representative - page 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 - page 25
• Figure 15: In integrated approach to sampling which leverages both traditional and electronic sampling strategies has many benefits in the current pharmaceutical market - page 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 - page 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 - page 31
• Figure 18: Lack of incentives prevent many otherwise willing physicians from participating in eDetailing programs - page 32

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