Biomedical Engineering Reference
In-Depth Information
Category
Selected sampling-related questions/issues
Description of
sampling
activity
Are sales reps breaking up the boxes of samples into 1, 2, 3, or 4 SDOT
(sample days of therapy)?
How many SDOT are the physicians giving away?
What is the competition's sample confi guration?
How many of the competition's samples were given away?
What are my competitors' sampling strategies?
Are samples provided as treatment for the same patient diagnoses as scripts
(i.e., contrast off-label usage for samples vs. scripts)?
Do reps' sampling activities conform to the company's sample plan?
To what extent does “counter sampling” occur (i.e., does the rep overs-
ample physicians who have more competitor samples in their
inventory)?
Which products are physicians requesting samples for and are they
receiving a suffi cient amount of requested samples?
How are samples used by different types of patients and by different
sources of business?
Roles of sampling
What are the roles of sampling?
How do physicians see the value of samples?
Are there any proper physician segmentations in terms of sample valuation
or perception?
Identify physicians who should not be sampled; i.e., are there physician,
practice, third party, or patient characteristics that make sampling
unproductive?
Mechanism
between sample
drop and usage
What is the linkage between sample drop and sample usage?
What are my reps doing in the sample closet?
What channels are used to distribute samples for my brand?
Sampling effect on
prescribing
What are the effects of my brand's sampling promotion?
What are the effects of my competitors' sampling promotion?
Does sampling increase physicians' prescribing activity or replace (reduce)
prescribing activity?
Is my brand oversampling?
What are the sample effects on different types of source of business or
different types of patients?
What is the ROI of my brand's sample promotion?
What is the long-term effect of my brand's sampling promotion on
physician prescribing?
Sampling strategy
and tactics
What is the optimal sampling strategy?
Give away more or reduce samples
Optimal sample packaging size or the ideal SDOT per box/unit
Identify and design optimal sampling strategies according to product
lifecycle (launch/growth/mature/decline)
What is the optimal sample level for a targeted physician group practice?
What sampling distribution strategy is actually implemented by the reps:
e.g., random, opportunistic, to favored physicians, in proportion to
prescribing to appropriate patient populations, and to physicians most
responsive to sampling ?
How is measuring effectiveness of sampling package designs used to
induce “pull” by physician?
How is measuring effectiveness of patient promotion and patient
education materials integrated into the sample packaging to induce
conversion to new prescription or to induce improved patient
compliance and persistency (for refi lls)?
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