pharmaceutical sampling strategy, compliance and future trends
DESCRIPTION
With increased use and scrutiny of drug samples by pharmaceutical industry, this presentation outlines some current updates, compliance issues and future trends. An effective drug sampling program can really make an impact on a pharmaceutical company brand and lead to increased patient starts.TRANSCRIPT
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Pharmaceutical Sampling Strategy Trends &
Compliance
Content summarized from 5th Sampling Strategies Conference, October, 2009
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Industry Sales Force Trend• Reps say they need samples to see
doctors….how important are rep calls?• In some studies:
– 65% of sales calls result in samples being dropped off by a rep without the rep speaking with an MD
– 93% of sales calls last less than 2 minutes– Sales force sizes doubled from 1998 to 2006, while # of
MDs increased only 15%– Industry analysts predict aggregate of 10% sales force
reduction per year over next 3 years• From 98,000 reps in 2007 to 60,000 by 2010
2Source; ZS Associates
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Continuum of Adherence = ROI
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Identification Initiation Compliance Persistence
100% ofthoseDx
60% receive1st Rx
40% refill once
20% refill twice
10% refill >2X
The greatest ROI opportunity for most brands (and best patient outcomes) is to focus on improving the continuum of adherence.
Source: NEJM
MDPatientVisit
MDPatientFol UpVisit
6+ Months
Reps
Samples
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The Role of SamplesSamples Matter to Physicians
Encourage New Starts
Facilitate Titration
Promote Adherence
Samples are a key component to product adoption and compliance.
Samples are a Tool to… Samples Are Not…
Substitute for PAP
Substitute for Promotions
“One Size Fits All” Strategy
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Goal of Sampling in Today’s Environment
• Patient focus for physician– Test efficacy and tolerability with the appropriate patient
• Sales & Marketing– Improve the quality of care for the appropriate patient while driving new starts and
scripts
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Risk of Inappropriate Sampling• Under-sampling
– Patient does not receive therapy– Physician is not able to gain experience with patient trials– Company is not getting appropriate exposure for drug
• Over-sampling– Cannibalize sales – Unauthorized Patient Assistance Program
• Expensive and inefficient method
– Potential for rep or physician product diversion• FDA & DEA investigation
• Who is responsible for intelligent sampling???
• EVERYONE!
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Sample Model Alternatives
Sales Reps are the primary distribution vehicle and maintain decision authority on inventory management and allocation
Sales Reps are the primary distribution vehicle while HQ provides prescriptive inventory management and HCP allocation guidance
Direct sample send is used for steady state; reps manage closet and collect signatures; some reps may carry full time or in exception cases
Direct sample send is used for all sample distribution; reps focus on message delivery and process sample requests.
Benefits•Rep carry may improve HCP access
•Immediate HCP sample needs filled
•HCPs prefer this model
Drawbacks•High operational cost
•May lead to over / under sampling
•Coverage challenges
Drawbacks•High operational cost
•Coverage challenges
Drawbacks•Ramp up to sample is time/cost intensive
•Could be higher ops cost than current model
Drawbacks•Field disruption
•Customers do not prefer this model
•Freight increases
Sampling Models
Sales Rep Driven
HQ Driven Rep-Carry / Rep Directed
Rep-Carry /HQ Directed
Hybrid Rep-Carry / DTP
Direct to Physician
Benefits•Rep carry may improve HCP access
•Immediate HCP sample needs filled
•Reduces inventory, optimizes HCP allocation
Benefits•Rep carry for launch drives uptake
•Reduces inventory, optimizes HCP allocation
Benefits•Lower overall costs
•Reduces inventory, optimizes HCP allocation
•Better HCP coverage
•Reduces compliance concerns
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Rep Value vs. Sample Value
Product Launch Growth Mature Product
Product Life Cycle
High Rep Value• Consistent message• New information• Physician gains comfort with prescribing• Supplies Samples for trial
Greater access to physician
Moderate Rep Value• Physician knows product• Physician prescribing• New indications & info• Supplies Samples for trial
Physician Access reduced
Low Rep Value• Message fatigue• Physician prescribing entrenched• Supplies Samples
Physician access for signature
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Keys to Successful Sampling
• Planning
• Collaboration
• Communication
• Analysis
• Monitoring
• TRAINING
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Sample Monitoring of the Field • How do you determine if reps are sampling appropriately?
– Analysis of scripts vs samples at a minimum
• Data to consider when developing guidelines & reports
– Product specific sampling quantities – Physicians in call plan receiving samples– Average monthly samples dispersed over 12 months– Average monthly scripts filled over 12 months– Who are the reps calling on these physicians– How often you review
• What do you do about the physicians outside of guidelines?
– Counsel physicians on sampling and other sampling mechanisms
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How do you stay up-to-date?• Attend conferences to stay updated
• Compliance audits – risk assessments or gap analysis
• Networking
• When a problem arises?
• Vendors
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Samples Marketplace• Samples strategy more and more integrated across personal and
non personal promotion Sales Rep delivers samples - SFA tools needs to be integrated into
overall Pharma company marketing platform Direct Samples targeting and enrollment
– Direct mail – Fax– Telemarketing– Online– Mobile (coming soon)
• Physicians are open to multiple channels for accessing samples directly and see online (and potentially mobile) as more accessible and efficient for them
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Pharma Challenges and Opportunities in eSampling
Allocation & Targeting – impacting marketing, compliance and legal– Open Program approach – any called on prescriber can access
samples– Targeted Approach – Marketing targets specific prescribers
Electronic samples closet – buy or build model– Buy - several eSample closet providers available
• J. Knipper and Co – MySampleCloset.com• MedManage –medmanagesystems.com• One Eleven Interactive – 111 interactive.com
– Build – do companies have expertise to build a customer friendly and compliant system?
• Option: hire eSamples closet provider as a consultant for in house development and build
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Pharma Challenges and Opportunities in eSampling
Customer Facing– Develop Customer Experience Strategy and execute
on it
– Authentication and authorization
– Promote eSample availability
Infrastructure support – IT/ systems/operations– Centralized hub for all HCP activities
– Samples business rules across company
– Real time support
– Prescriber validation
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Pharma Challenges and Opportunities in eSampling
Business Processes and Analytics– Legal, Medical and Regulatory – centralized and consistent
review standards and practices across all brands– Measurement – market research and campaign analytics
integrated across personal and non personal promotion– Determining allowable cost per HCP/prescriber– Include promotional communications in direct sample packages– Sales force involvement – integrate sample drop for sales rep
and direct programs
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Summary• For access to additional presentations or case
study information, please visit www.exlpharma.com and search for our Sampling Strategy conference
• Also, our 6th Sampling Strategy conference is taking place October 25-26th at the Lowes Hotel in Philadelphia, for more information, please click the following link: http://www.exlpharma.com/events/6th-sampling-strategies-and-alternatives