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BEST PRACTICES,®
LLCCopyright © Best Practices®, LLC
Physician E-Sampling Process Management
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%
Current & Future Trends in Physician E-Sampling
Managing For Superior Sales, Access, Service & Cost Benefits
BEST PRACTICES,®
LLCCopyright © Best Practices®, LLC
Physician E-Sampling Process Management
1
Project Overview
Key Insights & Findings
Origin and Strategy of Physician E-Sampling Sample Program
Launching and Managing Physician E-Sampling System
Technology and Applications to Enable Physician E-Sampling Systems
Measuring and Managing Physician E-Sampling System
Appendix Additional Quotes
About Best Practices
Table of Contents
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Copyright © Best Practices®, LLC
Business Issue & Corporate Challenge
Background:Benchmark how pharmaceutical companies organize their efforts in Physician E-Sampling
Identify common organizational structures, budget structures, and measure management processes
Gain insight into trends, challenges, and lessons learned in serving this market
Use Insights To Inform & Use Insights To Inform & Inspire Physician EInspire Physician E-- Sampling StrategySampling Strategy
Field Research & Insight Development:Interviewed leaders in Physician Sampling at top Pharma companiesEngaged 31 external executives & 22 companiesSegments composed of 16 different therapeutic areas including diabetes/metabolic, cardiology, respiratory, oncology and others
INFORMINFORM
Best Practices, LLC designed this research study to identify and document current practices and trends in Physician E-Sampling across the biopharmaceutical industry.
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Physician E-Sampling Process Management
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Universe of Learning: Companies Participating in StudyThirty one research respondents from 22 companies participated in this project. The majority of companies in this study represent United States operations, with 9 of the top 21 pharmaceutical companies surveyed.
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Job Titles & Levels of Participants
Vice PresidentVice President, Managed CareExecutive DirectorExecutive Director, Managed MarketsSr. Global Product ManagerSr. Brand ManagerSr. Manager Samples OperationsSr. Manager SalesSr. Product ManagerDirector, Global e-BusinessDirector, Sales Specialist
Channel Marketing Manager
Country Sales Manager
Marketing Manager
Associate Director, Field Support
Area Sales Manager
Area Manager
Sr. Executive Sales Professionals
Sr. Manager
Market Manager, Managed Care
Manager, Hearing Healthcare Programs
The range of titles suggests that Physician E-Sampling is evolving to be an integral part of sales and marketing organizations. A third of the research participants hold Vice President or Director leadership roles in their companies.
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Framework for Presenting Physician E-Sampling S Insights, Opportunities & PitfallsThis report utilizes performance benchmarks and field research to harvest many of its insights and observations. They have been organized into the following summary framework for discussion, planning and improvement purposes.
Physician E- Sampling Insights &
Opportunities
Physician E- Sampling Insights &
Opportunities
3. Choose Right Outsourcing / Insourcing for
Lifecycle
4. Place E-Sampling Management in
Appropriate Group
5. Technology Enables Greater Productivity &
Flexibility
6. Call Plans Drive Sample Distribution
Volumes
2. Place E-Sampling With Right
Therapeutic Areas
7. Manage for Access, Service, Sales &
Cost Benefits
1. Align E-Sampling with Sales &
Marketing Strategy
8. Employ Multi- factor Scorecard To Guide Improvement
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Physician E-Sampling Process Management
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Key Findings & Insights – Physician E-Sampling Trends & Drivers
Physician E-Sampling Is Now An Established Tactic: Sales reps are still the primary sampling channel -- but Physician E-Sampling is growing and maturing. As sales resources shrink, companies look for efficient ways to access physicians. In the benchmark class at large, 1/3 of sampling has moved to Physician E-Sampling with 2/3 still delivered through sales reps. However, more companies are supplementing rep-based sampling with Physician E-Sampling and a few companies have moved to 100% Physician E-Sampling . For most, the Physician E-Sampling system is a field tactic coupled with individual products, therapeutic area or lifecycle. It is not yet a broad-based company-wide strategy among larger companies.
Physician E-Sampling Reaches Across Therapeutic Areas: Physician E-Sampling has been seeded across multiple therapeutic areas – including diabetes and most other large chronic care areas. Physician E-Sampling has been in place for five or more years at many companies. Yet ¼ of the benchmark class is new to this channel. Physician E-Sampling innovation seems to be stimulated simultaneously by difficulty reaching physicians, sales resource limitations and evolving specialty models.
Key Drivers of Physician E-Sampling Systems: Most companies implement Physician E-Sampling to address issues such as shrinking sales force and restricted access to physicians. In field commentaries, benchmark partners further spotlighted four principle benefits to Physician E-Sampling programs: (1) support increased sales, (2) increased physician access, (3) cost-effectiveness, and (4) helps build relationships.
Physician E-Sampling is well established across many companies and therapeutic areas. It has become a key marketing and sales tactic in recent years.
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Q. How many Physician E-Sampling sample requests are typically processed on a monthly basis?
75th Percentile 1,250Mean 1,307
Median 50025th Percentile 100
n=23
E-Sampling Requests Dependent on Therapeutic Area Served and Companies’ Sales Structure
More than 1000 Monthly Sample Requests, 26%
0-100 Monthly Sample
Requests, 30%
501-1000 Monthly Sample Requests, 14%
101-500 Monthly Sample Requests, 30%
Nearly one in five companies indicated that sample requests and processing were dependent on brands, therapeutic areas and product type.
Physician E-Sampling sample volume seems to reflect therapeutic areas served and market size. For example, immunology, metabolic and Gastrointestinal products often employed higher Physician E- Sampling sample volumes. Companies that ship high Physician E-Sampling sample volumes (more than 300 Physician E-Sampling samples per month) tend to manage their own Physician E-Sampling programs.
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• Physician E-Sampling : 30%
• Sales Rep Sampling: 70%
Q. Overall what percentage of your company's brands are supported by Physician E-Sampling versus sales rep sampling at your company?
Sales Representatives are Still the Primary Sampling Mechanism but Physician E-Sampling is Growing
Average DTP vs Sales Rep Sampling
DTP Sampling, 29%
Sales Rep Sampling, 71%
75th Percentile 90
Mean 71
Median 80
25th Percentile 70
n=26
Physician E-Sampling
75th Percentile 30
Mean 29
Median 20
25th Percentile 10
Sales Rep Sampling
As sales resources shrink, companies look for efficient ways to access physicians. In the benchmark class, only 1/3 of sampling has moved to Physician E-Sampling from sales reps. However, more companies are supplementing rep-based sampling with Physician E- Sampling and a few companies have moved to 100% Physician E-Sampling.
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8%
80%
8%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Bi-Weekly
Do not shipsamples tosales reps
No setfrequency
Q. “How often do you ship samples to your sales reps?”
n=26
Physician E-Sampling Shipments to Reps Lacks Set TimelinesMost companies have no set frequency in shipping Physician E-Sampling samples to reps. Participants indicated that the frequency of shipment primarily depends on therapeutic area and call plan objectives.
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Physician E-Sampling Innovation Focuses on Supplemental Approaches
Additional Approaches To Complement Existing Systems•“We have a tele-sampling program where Physicians are called and asked if they would like samples. We have an Electronic Sample request (ESR) program where sample requests are initiated by representatives and then electronically sent to the vendor for fulfillment.”•“We use email requests, fax programs and a telesales team to conduct our Physician E- Sampling program.”•“Right now we do not have the technology for sales representatives in the field to order requests through a tablet/PDA. We can place orders on our tablet ordering system in Siebel, but you need an internet connection to complete the order.”
VOICES FROM THE FIELD: COMMENTS FROM FIELD MANAGERS & LEADERSVOICES FROM THE FIELD: COMMENTS FROM FIELD MANAGERS & LEADERS
Field interviews spotlighted how various companies are adding new approaches that supplement their existing computer-based Physician E-Sampling systems.
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4%
21%
54%
21%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Q. How much do you agree or disagree with the following statement?
n=29
“The Physician E-Sampling program positively contributes to the marketing and sales within your company.”
75% See Physician E-Sampling Program as Helpful to Sales and Marketing Efforts
75% agree that Physician E-
Sampling provides positive support
for sales and marketing.
Most find Physician E-Sampling to be helpful; however, only one in five companies “strongly agree” that their companies Physician E-Sampling programs contribute greatly to their Sales and Marketing efforts. Physician E-Sampling appears well seeded -- but not fully mature in the field.
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About Best Practices, LLC
Best Practices, LLC is a research and consulting firm that conducts work based on the simple, yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.
