Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research - Innovation and Marketing in the Pharmaceutical Industry - page 509

100%

5%

6%

10%

12%

90%

14%

25%

80%

RWRx: TITRATION OF
CURRENT MEDICATION
RWRx: ONGOING DIAGNOSIS

11%

70%

8%

50%

10%

60%

NWRx: SWITCHED TO NEW
MEDICATION
NWRx: SWITCHED FROM
NON-DRUG TREATMENT
NWRx: ADD-ON THERAPY

7%

62%

5%

4%

50%

40%

4%

4%

NWRx: NEW DIAGNOSIS

30%

3%

54%

2%

51%

3%

2%

20%

29%

10% 20%

0%

Rx without
Sample

Rx with Sample Sample Only All Treatment

Fig. 17.5 Source of business (SOB) distribution by treatment type: antidepressant class

“prescription with sample” treatments were prescribed to patients who switched
from nondrug therapy, while only 3 % of “prescription without sample” treatments
were prescribed to these patients. Second, samples also play an important role in
competitive treatment switching; 11 % of “sample only” treatments and 8 % of
“prescription with sample” treatments were prescribed to patients who switched to
new drug therapy, whereas only 2 % of “prescription without sample” treatments
were prescribed for the same purpose. Third, samples are also used for renewal
treatments, including titration and continuing current treatment, but at a relatively
lower percentage than prescription treatment without sample category. In summary,
samples are important in getting new patients to start on a particular brand rather
than ensuring renewal prescription.
Examining the data from a different angle, we plot the treatment type distribution
by SOB in Fig. 17.6 . This plot allows us to examine how different types of sample
treatments were used across different types of patients. The graph shows that “sam-
ple only” treatments had the highest share among patients who “switched to new
medication,” which is also referred to as competitive switches. “Sample only” treat-
ments account for a higher share in “switched from nondrug treatment” and “new
diagnosis” patients relative to other categories in SOB. Finally, samples are used
more often in starting new treatments than in preserving renewal treatments. These
results indicate that sampling is important in helping drug manufacturers gain
access to patients that are new to the brand.