Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research - Innovation and Marketing in the Pharmaceutical Industry - page 504

Fig. 17.2 Illustrations of
physical sample dispensation
pathways

through the internet and have the samples delivered by mail. The combination of
e-Sampling with promotional websites has become a cost-effective way for pharma-
ceutical companies to reach “white space,” i.e., non-detailed and “no-see” physi-
cians. This new sample delivery method increases the importance of sampling due
to its wide and easy access. However, it also raises new challenges in management
of marketing channel integration between off-line and on-line channels for pharma-
ceutical companies.

17.2.5 Sample Dispensation Pathway

The pathway starting from the time when samples were dropped off by sales reps to
samples being dispensed by physicians can be complicated and nontransparent.
Samples dropped off by sales reps are normally only provided to a specifi c physi-
cian yet can be shared among physicians within the same group practice. This is
because samples are typically stored in a sample closet which is accessible to all
physicians in the same group. Although samples are typically dispensed to patients,
surveys have shown that they can sometimes be consumed by physicians, their fam-
ilies, and friends. For example, Westfall et al. ( 1997 ) conducted a physician and
staff survey in a family practice residency, and they found that 66 % of all respon-
dents reported samples being used for personal use and 34 % reported samples
being used for their own family use. In addition, over supplied samples can expire
and be thrown away.
Figure 17.2 provides a graphical illustration of the dispensation pathway for a
typical drug sample. Samples delivered to a physician belonging to a group practice
will be shared, internally consumed, and possibly discarded. The physician who
receives the samples typically only dispenses a small portion of the samples deliv-
ered to her and she also dispenses other drug samples received by other physicians
in the same group practice. Because of these organizational reasons, sample delivery
does not correspond to sample dispensing at the physician level. This unobserved
step in the pathway makes sample planning and allocation even more challenging.