Biomedical Engineering Reference
In-Depth Information
Fig. 17.1
Core sample-related analyses in the pharmaceutical industry
documentation. Sample distribution by mail or by sales representatives (sales reps)
also requires a written receipt designated by the manufacturer or distributor
acknowledging delivery and indicating name, address, and signature of practitioner
or designee as well as the name, strength, and quantity of drug samples received.
According to PDMA, free drug samples must have a label that clearly denotes its
status as a drug sample, such as “sample,” “not for sale,” and “professional courtesy
package.” Manufacturers are required to keep detailed tracking data of sample
distribution.
17.2.3
Sample Decision Support Practice in Pharmaceutical
Industry
As one of the most important promotion instruments, sampling has been studied
extensively by pharmaceutical companies in order to gain competitive advantages in
the market. The focus has been centered on understanding (a) how the sample is
used, (b) prescription responses to sampling, and (c) how to deploy samples effec-
tively. The analytical process is illustrated in Fig.
17.1
. The foundation for fact-
based decision making is to have good measurement of actual activities. The optimal
sample strategy or decision needs to be based on an empirical sample response
pattern, which depends on sample usage information. However, different from pre-
scription dispensing that has been tracked by many different data sources, the record
of sample dispensation is only available from limited data sources in the industry.
Sampling decision remains to be a challenge for brand managers in practice
because of data availability and the unique nature of sampling as a promotion tool.
How many samples should be allocated to each brand, segment, and physician?
This question is one of the most critical and diffi cult marketing decisions faced by
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