Cegedim Strategic Data U.S. Promotion Database, 2011Drugmaker spending on samples left in physician offices has fallen by 25% since 2007, says a pharmaceutical market-research firm. Meanwhile, the number of detailer visits that include samples has dropped 35%. (Más)
Drug samples used to be de rigueur for the majority of pharmaceutical sales calls. As new data show, the goal of getting samples into the hands of doctors or patients is falling out of favor, and the fall-off is not simply a matter of shrinking sales forces.
Instead, according to Cegedim Strategic Data, drugmakers have slashed support for samples over the last four years as they rethink what once was an essential part of their marketing mix: CSD found a 25% drop in industry support for samples between 2007 and 2011, from just under $8.5 billion to about $6 billion.
Put another way, in 2006, 70% of details to frequent prescribers included samples, while in 2010 only 55% of details to frequent prescribers included so-called starters of the product. "Today, many physicians are reporting only receiving a brochure during the visit," noted CSD in an earlier report.
The decrease is indicative of the major shift taking place in the relationship among the pharmaceutical industry's traditional methods of promotion -- sampling and detailing -- and a landscape in which a physician's behavior is dictated by the type of practice they are in, said Richard Vanderveer, an industry consultant.
Entradas
No hay comentarios:
Publicar un comentario