Enterprise Approach to Online Sampling Drives New and Recurring Sample Requests
As budgets are cut and sales teams reduced in size at pharmaceutical companies across the country, brands are finding it more challenging than ever to reach their customers. Online sampling allows eligible healthcare professionals (HCPs) to request samples via a web-based system, regardless of where they practice.
With 78 percent of HCPs interested in or already requesting samples online1, more and more pharma companies are following the trend of offering online sampling for their brand – and implementing across multiple brands.
Enterprise-Wide eSampling
Many pharma companies are transitioning from brand-centric to HCP-centric in the online sampling world by initiating enterprise-wide eSampling campaigns – understanding that what is valuable for the HCP is valuable for pharma. HCPs using eSampling systems now have a wider selection of brands to request from during each trip they make into their dedicated online sample closet. This approach has proven to be highly successful for several reasons:
Repeat Use: Once inside the virtual sample closet, HCPs can select multiple medication samples at once, increasing crossover potential. Also, when more brand selections are available to them, HCPs are more likely to place a sample request and return to the closet at regular intervals.
Expands Reach: eSampling provides drug samples to HCPs at a more optimal reach and frequency than that of sales representative visits alone.
Existing HCP Interest: A recent study showed that the majority of HCPs are highly interested in eSampling services. In fact, the average HCP who uses eSampling averages approximately ten to twelve sample requests per brand each year.2
Sales force Competition – Myth or Reality?
While it is typically thought that online sampling competes directly with a brand’s sales force, the truth is that it is just the opposite. eSampling can actually benefit sales representatives by providing hard-to-reach HCPs access to samples via an online sample closet. Additionally, rep notification systems ensure complete integration of online sampling with the live sales force. Here is how it works:
Rep Notification System – If an HCP on the brand’s target list orders the brand’s samples, the aligned sales representative can be notified via email. He or she has the option to personally deliver the samples or request that they be shipped directly to the HCP. If the rep chooses to have the samples delivered via mail, he or she will receive an email with delivery details. The rep can follow-up with the HCP as necessary.
In fact, the Wall Street Journal reported on pharma use of rep notification systems in this article.
Recommendations
Based on the success of enterprise-wide eSampling, Physicians Interactive recommends:
- Including three or more brands in a sample closet to make offerings more attractive to HCPs;
- Using larger HCP target lists with as much overlap as possible across all brands to ensure HCPs have multiple brands available to them at one time;
- Including a pharma company’s entire product portfolio within an email marketing communication to maximize the impact on the target HCP;
- Offering coupons, vouchers and/or co-pay cards in addition to physical samples. Depending on specific brand strategies, this may be an attractive option for HCPs who are no longer allowed to store and distribute physical samples;
- Extending your sample access into your brand portals/websites to increase HCP reach.
Samples on-Demand™
Physicians Interactive eSampling solutions integrate and support your field sales efforts seamlessly, utilizing our unique Samples On-Demand™ service. In addition to branded and unbranded emails, direct mail and other digital mediums, HCPs can access the Samples On-Demand™ online sample closet via any of our network of business partner websites routinely used by HCPs, including:
- Allscripts
- AMA
- DoctorDirectory.com
- Henry Schein Rx Samples
- Modern Medicine
- PDR Network
- Physicians Interactive
- SampleCenter.com
- Skyscape
Through any of the above networks, brand-targeted HCPs can enroll in the online sampling system and complete a sample request by manually faxing in the sample center-generated form or instantaneously completing a sample request online utilizing the XpressSign electronic signature capability.
Senior Vice President of Physicians Interactive’s eSampling division, Tom Quinn, stresses the importance of pharmaceutical marketers providing resources to HCPs that provide the most impact in their workflow. “We are very pleased that brand participation in our eSampling solution has increased more than 300% over the last 12 months. It’s clear that the traction and ‘stickiness’ of the enterprise solution is driving scale specifically as it relates to industry relevance and HCP satisfaction and loyalty,” he said.
Contact us at 800-794-6757 or info@physiciansinteractive.com to receive a free list match of your targets to our user database or to discuss eSampling best practices.
1 Manhattan Research: Taking the Pulse v10.0
2 Physicians Interactive data, 2011
