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BizReport : Trends & Ideas archives : September 21, 2006

Do Marketers Know What eSampling Is?

Within the pharmaceutical industry, online sampling is a proven way to supplement traditional sample distribution. But certainly most marketers still have important questions about the technique.

by BizReport

Professionals must remember that as companies move toward adopting e-sampling, they must know that it isn’t a replacement for the sales force. Instead, it is a way to manage physician relationships, extend the company’s reach, control costs, and collect valuable data. Used well, e-sampling will increase productivity and strengthen the physician/pharma relationship.

E-sampling has several benefits. It offers a way to realize the revenue potential of lowes-decile physicians, something that hasn’t been possible to do cost-effectively until now. Typically, in the past, pharma companies simply bypassed low-prescribing physicians. But this group is highly sensitive to sample availability and tend to change their prescribing based on what is in the sample closet. E-sampling allows pharma to pursue this group and the untapped revenue it represents.

E-sampling also offers a way to respond to lost field coverage, a growing population of hard-to-see and no-see physicians, and a highly competitive new category introductions.

Finally, e-sampling also permits pharma companies to optimize sampling. This is partly a matter of improving sampling efficiency, which is a nearly universal brand goal, given budge pressures.

Tags: e-sampling, pharma marketing

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