Sampling and evidence based marketing in pharmaceuticals kailas

By

Dr. Kailas GhodkeMBBS, MMS PhD (Perusing in

Marketing)

Pharma Consultant For Marketing, Branding, Promotions,

Medico Marketing and Training702 / 703, 11 - A, Happy Valley, Godbandher Road, Manpada,

Thane (W) Mumbai 400610, India.Email: [email protected] ,

[email protected]. Res.: + 91 022 - 2589 57 06, 2589 04 85. Cell: 98208 315 94

I- Physician Samples I- Physician Samples and Sampling and Sampling

Physician SamplesPhysician Samples PS CostPS Cost WHO ACTUALLY WHO ACTUALLY

RECEIVES THE RECEIVES THE SAMPLES? SAMPLES?

CHARITY AND CHARITY AND EDUCATION, OR EDUCATION, OR MARKETING? MARKETING?

AdvantagesAdvantages DisadvantagesDisadvantages SamplingSampling

2) Evidence Based 2) Evidence Based Marketing in Marketing in PharmaceuticalsPharmaceuticals

Evidence Based Evidence Based MarketingMarketing

Types of EvidenceTypes of Evidence Source of EvidenceSource of Evidence Availability of Availability of

EvidenceEvidence Why Evidence?Why Evidence? How to Use Evidence?How to Use Evidence? Where to use Where to use

Evidence?Evidence?

Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke 22

a) Physician Samplesa) Physician Samples

Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke33

Everybody likes something free, and free Everybody likes something free, and free

prescription drug samples are no exception. prescription drug samples are no exception.

Patients love to receive them, and doctors Patients love to receive them, and doctors

feel good about handing them out.feel good about handing them out.


Physicians sample are finished goods given free to Physicians sample are finished goods given free to

the doctor , who in turn distribute it to their patientsthe doctor , who in turn distribute it to their patients

Samples are meant for trail , experiment and Samples are meant for trail , experiment and

confirmation.confirmation.

Sample helps doctors to try a drug on his patients.Sample helps doctors to try a drug on his patients.

Samples are not conventional give a waySamples are not conventional give a way

They are valuable promotional inputThey are valuable promotional input

Sample must be given with discretion and conviction.Sample must be given with discretion and conviction.Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke 55

Samples constitute an enormous promotional outlay of Samples constitute an enormous promotional outlay of

pharmaceutical companies. pharmaceutical companies.

Between 1996 and 2000, they accounted for slightly Between 1996 and 2000, they accounted for slightly

more than half of the total promotional dollars spent more than half of the total promotional dollars spent

by industry . by industry .

In 2004 the retail value of samples distributed is In 2004 the retail value of samples distributed is

approximately 16 billion US dollars . approximately 16 billion US dollars .

In 2005, the pharmaceutical industry distributed more In 2005, the pharmaceutical industry distributed more

than $18 billion worth of drug samples.than $18 billion worth of drug samples.

The retail value of free samples has risen steadily, The retail value of free samples has risen steadily,

doubling between 1999 and 2003 . doubling between 1999 and 2003 .



Retail value of US samples, in billions of dollars.Retail value of US samples, in billions of dollars.doi:10.1371/journal.pmed.1000074.g001doi:10.1371/journal.pmed.1000074.g001

The total Pharma market Rs. 35,000 Cr. The total Pharma market Rs. 35,000 Cr.

Normally the PS cost to the pharma company Normally the PS cost to the pharma company

varies from 1.5 – 3 %.varies from 1.5 – 3 %.

Total value of PS distributed in India ranges Total value of PS distributed in India ranges

from Rs. 525 Cr – Rs. 1050 Cr.from Rs. 525 Cr – Rs. 1050 Cr.


Source: March - 2009 ORG IMS MAT Value

Samples are given to the doctors to distributes it to Samples are given to the doctors to distributes it to

his patients.his patients.

Often samples never reach their intended audience. Often samples never reach their intended audience.

Many samples are appropriated by physicians for Many samples are appropriated by physicians for

personal or family use or end up in an “unknown personal or family use or end up in an “unknown

destination” . destination” .

In most of cases pharmaceutical representatives In most of cases pharmaceutical representatives

surveyed reported using samples themselves or surveyed reported using samples themselves or

giving them to their friends and relatives . giving them to their friends and relatives .

Thus samples are often reach the wrong people and Thus samples are often reach the wrong people and

are frequently misused.are frequently misused.Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke 1010

It is difficult to escape the conclusion that the prime It is difficult to escape the conclusion that the prime

motivation behind the provision of free samples is motivation behind the provision of free samples is

marketing. marketing.

Samples have a major influence on physicians' Samples have a major influence on physicians'

prescribing habits . prescribing habits .

Samples are one of the most effective ways sales Samples are one of the most effective ways sales

representatives get their foot in the door to pitch representatives get their foot in the door to pitch

their companies' products. their companies' products.

The technique is effective; the availability of The technique is effective; the availability of

samples is associated with rapid prescription of the samples is associated with rapid prescription of the

new drug.new drug.Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke 1111

In one study, residents with access to samples were In one study, residents with access to samples were

more likely than their counterparts without samples more likely than their counterparts without samples

to prescribe heavily advertised products and less to prescribe heavily advertised products and less

likely to suggest an over-the-counter alternative . likely to suggest an over-the-counter alternative .

A survey based on self-reported physician A survey based on self-reported physician

judgments suggests that the availability of samples judgments suggests that the availability of samples

might even influence physicians to prescribe drugs might even influence physicians to prescribe drugs

that would not otherwise be their top choice .that would not otherwise be their top choice .


Distribution of free samples plays a critical role in Distribution of free samples plays a critical role in

improving patient care and fostering the appropriate use improving patient care and fostering the appropriate use

of medicines. of medicines.

Free samples allow doctors to try new medicines and to Free samples allow doctors to try new medicines and to

implement them immediately on their patient.implement them immediately on their patient.

PS Can give physicians valuable first-hand experience PS Can give physicians valuable first-hand experience

with new treatment options.with new treatment options.

PS can help patients begin treatment sooner, find the PS can help patients begin treatment sooner, find the

right medicine, and offer an option for those who have right medicine, and offer an option for those who have

difficulty affording their medicines.difficulty affording their medicines.


PS act as a great Brand recallPS act as a great Brand recall

Sample can be used as a post detail talk.Sample can be used as a post detail talk.

Sample distribution often intensifies during new Sample distribution often intensifies during new

drug launches.drug launches.

Sales reps consider free drug samples an Sales reps consider free drug samples an

important marketing tactic that they can employ important marketing tactic that they can employ

to gain access to physicians. to gain access to physicians.


Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke1616

PS can cause side effects (gastritis , etc.) due to PS can cause side effects (gastritis , etc.) due to

improper use.improper use.

Many samples are distributed to the wrong Many samples are distributed to the wrong

people and are frequently misused- to friends people and are frequently misused- to friends

and relatives or utilized for personal uses.and relatives or utilized for personal uses.


PS risks poor quality of health care. PS risks poor quality of health care.

◦ When low-income patients are given a ''starter pack'' When low-income patients are given a ''starter pack''

of PS and a prescription to fill for the remaining of PS and a prescription to fill for the remaining

period of treatment, they might not be able to afford period of treatment, they might not be able to afford

the cost of the extension, leading to discontinuity of the cost of the extension, leading to discontinuity of

treatment. treatment.

◦ In doctors' offices, detailed patient education In doctors' offices, detailed patient education

regarding sample use rarely occurs, and when it does, regarding sample use rarely occurs, and when it does,

it usually lacks information about drug interactions or it usually lacks information about drug interactions or

instructions on how the drug should be taken. instructions on how the drug should be taken.

◦ Risk of expiration dates could be overlooked.Risk of expiration dates could be overlooked.


b) Samplingb) Sampling

Samples are “potential sales stock” of the companySamples are “potential sales stock” of the company

They must be used with care and a definitive objectives.They must be used with care and a definitive objectives.

A particular product is sampled only to those specialist A particular product is sampled only to those specialist

who can or will prescribe that particular product to their who can or will prescribe that particular product to their

patients.patients.

There are situations when a doctor asks for a particular There are situations when a doctor asks for a particular

sample for personal use even though in is daily practice, sample for personal use even though in is daily practice,

he has no use for that particular product.he has no use for that particular product.

But during regular working your sample ling plan But during regular working your sample ling plan

should be carefully worked out.should be carefully worked out.


Every company gives adequate samples to its Every company gives adequate samples to its

sales team sales team

But it is an individual who makes the difference But it is an individual who makes the difference

with these samples in generating prescriptions.with these samples in generating prescriptions.

Use these samples in a judicious way to create an Use these samples in a judicious way to create an

impact at every visit.impact at every visit.

Distribution of samples with demonstration. Distribution of samples with demonstration.

2121Dr. Kailas GhodkeDr. Kailas Ghodke Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing

Use demonstrating technique to make your product Use demonstrating technique to make your product

stand in doctors mind. stand in doctors mind.

Always demonstrate colour, scoring taste, smell etc.Always demonstrate colour, scoring taste, smell etc.

Arrange the samples on the doctor’s table in such a way Arrange the samples on the doctor’s table in such a way

that brand name and important features face the doctor.that brand name and important features face the doctor.

Never keep the samples by telling that “here are few Never keep the samples by telling that “here are few

samples” instead, always tell that “ this product you can samples” instead, always tell that “ this product you can

try on your next patient suffering from ___________ try on your next patient suffering from ___________

(condition)”(condition)”

Always demand prescriptions when you keep the Always demand prescriptions when you keep the

samples.samples.

2222 Sampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke

Evidence Based Marketing is a way to

promote product with the help of

supportive authentic documents.


Evidence can be forEvidence can be for

ProductProduct

◦ Quality Quality

◦ Manufacturing FacilityManufacturing Facility

◦ Drug DeliveryDrug Delivery

MoleculeMolecule

◦ Efficacy Efficacy

◦ Safety profileSafety profile

◦ Dosage Dosage

◦ New IndicationNew Indication

◦ Comparison to existing treatment options Comparison to existing treatment options


1) Quality of Product1) Quality of Product

◦ FDA Certification – Quality AnalysisFDA Certification – Quality Analysis

2) Manufacturing Facility2) Manufacturing Facility

National Accreditation CertificatesNational Accreditation Certificates

◦ Schedule M, GMP, NABL, ISI etc.Schedule M, GMP, NABL, ISI etc.

International Accreditation CertificatesInternational Accreditation Certificates

◦ WHO GMP, UK MCA, Australian TGA, UK MSHRA, ISO, WHO GMP, UK MCA, Australian TGA, UK MSHRA, ISO,

HACCP (Hazard Analysis and Critical Control Points) etc.HACCP (Hazard Analysis and Critical Control Points) etc.

3) Drug Delivery3) Drug Delivery

◦ Special Drug delivery patents like –Liposome , SR, ETC.Special Drug delivery patents like –Liposome , SR, ETC.


In house SourceIn house Source

◦ Clinical trails – BE, Comparison etc.Clinical trails – BE, Comparison etc.

External SourceExternal Source

◦ Trails sponsor by other Pharma Co. NGO, Trails sponsor by other Pharma Co. NGO,

Govt etc.Govt etc.


Medical Websites Search EnginesMedical Websites Search Engines

◦ Pubmed, Individuals Journal and Pharma Co. website Pubmed, Individuals Journal and Pharma Co. website

etc.etc.

JournalsJournals

◦ International - Lancet, American Medical Journal, International - Lancet, American Medical Journal,

BMJ etc.BMJ etc.

◦ National- JAMANational- JAMA

Library Library

InstitutionsInstitutions

Collogue and FriendsCollogue and FriendsSampling and Evidence Based Marketing Sampling and Evidence Based Marketing Dr. Kailas GhodkeDr. Kailas Ghodke 2828

References Reinforces sales presentations and entrust References Reinforces sales presentations and entrust

confidence in sales rep.confidence in sales rep.

Helps to win the confidence of the prescriber.Helps to win the confidence of the prescriber.

Doctors can trust the efficacy and quality of the product.Doctors can trust the efficacy and quality of the product.

Makes sales presentation a authentic scientific Makes sales presentation a authentic scientific

presentation.presentation.

Give new insight to the product / molecules in terms of Give new insight to the product / molecules in terms of

new indication , dosage etc.new indication , dosage etc.


Early claims should be conservative. Early claims should be conservative.

This allows you to make progressively This allows you to make progressively

bold claimsbold claims

Quote clinical referencesQuote clinical references

Narrate experience of others Narrate experience of others

Provide guarantyProvide guaranty

National and international National and international

accreditations certificateaccreditations certificate


References can be used in every References can be used in every

communication specially when it is a communication specially when it is a

new launch or to make awareness of new launch or to make awareness of

new indication etc.new indication etc.





Documents

Sampling and evidence based marketing in pharmaceuticals kailas