Biomedical Engineering Reference
In-Depth Information
demand. Under certain distribution assumptions, such as normal or Poisson distri-
bution, optimal sample decisions can be obtained with a closed form solution. The
implementation of this approach requires some observational measures on physi-
cian sample usage. This inventory approach of optimal sample allocation has the
following shortcomings. First, it treats sample use the same way as merchandise
inventory decision, while ignoring the possible impact from promotional efforts.
Second, the implementation of this approach requires the information on physician
sample usage rate and sample closet stock level, which may not be observable.
Third, the calculation of opportunity cost and revenue potential can be tricky due to
the short-term and long-term trade-off. Lastly, competitive sample drops and stock
levels are not considered in this model, which can present signifi cant infl uences in
physician sample usage and prescription behavior.
17.6
Future Research
In the above, we summarized the current research in both academia and industry
regarding pharmaceutical sampling. Comparing to other promotional tools (such as
detailing and direct to consumer advertising), pharmaceutical sampling is still an
understudied topic. Next, we provide a non-exhaustive list of topics for future
research.
First, how to determine the right sample quantity for different physician seg-
ments and how to target specifi c physicians remain to be important questions and
call for more future research. The inventory approach of optimal sample allocation
is a passive service model based on several assumptions related to unobserved con-
ditions. Designing a better sampling decision model for group practice physicians
that models physician prescribing with unobserved variables such as physician
sample usage rate and sample closet stock level continues to be a challenge in the
pharmaceutical industry practice.
Second, the dynamic effects of sampling on prescription writing are not well
understood. Most business practices focus on the short-term effect. However, sam-
pling can have negative short-term and positive long-term effects on prescriptions.
Understanding the dynamics of sampling on future prescriptions and the effects of
detailing on sample usage can be valuable to guide marketers in planning sample
strategies.
Third, it is important for marketers to have a better understanding regarding how
patient level information infl uences a doctor's decision on sample usage. In such
research, how to address unobserved behavior such as sample closet sharing is a
challenging question to researchers.
Fourth, it is important for marketers to understand how sampling strategy should
be adjusted based on the drug's product life cycle stage. Historical analogue
approach is currently used in new product launch planning practices. In this
approach, researchers should evaluate all aspects of historical launches, including
both successful and unsuccessful launches, to understand what strategies worked
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