Understanding Sample Usage and Sampling as a Promotion Tool: State of Industry Practice and Current Research - Innovation and Marketing in the Pharmaceutical Industry - page 510

Rx without Sample Rx with Sample Sample Only

100%

4%

9%

6% 15%

90%

25% 6%

28%

35%

80% 40%

12%

70%

17%

22%

60%

20%

50%

23%

90%

84%

40%

73%

30%

57%

50%

44%

20%

37%

10%

0%

NWRx: NEW
DIAGNOSIS

NWRx: ADD-
ON THERAPY

NWRx:
SWITCHED
FROM NON-
DRUG
TREATMENT

NWRx:
SWITCHED TO
NEW
MEDICATION

RWRx:
ONGOING
DIAGNOSIS

RWRx:
TITRATION OF
CURRENT
MEDICATION

ALL
TREATMENT

Fig. 17.6 Treatment type distribution by SOB: antidepressant class

17.3 Sample Data Sources for Marketing Research

In this section, we provide an overview of three major data sources that are available
for marketing research on pharmaceutical sampling.

17.3.1 IMS Health Data

In the pharmaceutical industry, the most widely used drug sample data comes from
the Integrated Promotional Services™ (IPS) by IMS Health. The database started in
1992, while its predecessor the National Detailing Audit™ collected data from
1958 to 1992. IPS is a physician detailing activity audit that tracks offi ce-based
pharmaceutical promotion in the continental USA. Each brand's promotion volume
is projected to national level. The IPS physician panel sample consists of 3,800
physicians in 25 specialty groups (100 specialties) from 43 states across the USA.
Physicians are asked to participate for at least a year. Some physicians may choose
to stay on the panel for multiple years.
The IMS sampling data is collected from one third of its members (i.e., 1,265
physicians) of the IPS physician panel. The nurses or offi ce administrators from
those physician offi ces report sample drops by sales reps from manufacturers as
well as samples mailed to the panel physicians. All sampling measures are projected