E-Sampling Report Summary

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E-Sampling Report Summary

  1. 1. 0 Current & Future Trends in Physician E-Sampling %Managing For Superior Sales, Access, Service & Cost Benefits Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES,® LLC
  2. 2. Table of ContentsProject OverviewKey Insights & FindingsOrigin and Strategy of Physician E-SamplingSample ProgramLaunching and Managing Physician E-SamplingSystemTechnology and Applications to Enable PhysicianE-Sampling SystemsMeasuring and Managing Physician E-SamplingSystemAppendix Additional Quotes 1 Copyright © Best Practices®, LLC About PhysicianPractices Management Best E-Sampling Process BEST PRACTICES,® LLC
  3. 3. Business Issue & Corporate ChallengeBest Practices, LLC designed this research study to identify and document currentpractices and trends in Physician E-Sampling across the biopharmaceutical industry. 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 Field Research & Insight Development: Interviewed leaders in Physician Sampling at top Pharma companies INFORM INFORM Use Insights To Inform & Engaged 31 external executives & 22 companies Inspire Physician E- Segments composed of 16 different therapeutic areas including diabetes/metabolic, cardiology, Sampling Strategy respiratory, oncology and others BEST PRACTICES, 2 ® Copyright © Best Practices®, LLC LLC
  4. 4. Universe of Learning: Companies Participatingin StudyThirty one research respondents from 22 companies participated in this project. Themajority of companies in this study represent United States operations, with 9 of thetop 21 pharmaceutical companies surveyed. 3 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES,® LLC
  5. 5. Job Titles & Levels of ParticipantsThe range of titles suggests that Physician E-Sampling is evolving to be an integralpart of sales and marketing organizations. A third of the research participants holdVice President or Director leadership roles in their companies. Vice President Channel Marketing Manager Vice President, Managed Care Country Sales Manager Executive Director Marketing Manager Executive Director, Managed Markets Associate Director, Field Support Sr. Global Product Manager Area Sales Manager Sr. Brand Manager Area Manager Sr. Manager Samples Operations Sr. Executive Sales Professionals Sr. Manager Sales Sr. Manager Sr. Product Manager Director, Global e-Business Market Manager, Managed Care Director, Sales Specialist Manager, Hearing Healthcare Programs 4 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES,® LLC
  6. 6. Framework for Presenting Physician E-Sampling S Insights,Opportunities & PitfallsThis report utilizes performance benchmarks and field research to harvest many of itsinsights and observations. They have been organized into the following summaryframework for discussion, planning and improvement purposes. 8. Employ Multi- 1. Align E-Sampling factor Scorecard To with Sales & Guide Improvement Marketing Strategy 7. Manage for Access, 2. Place E-Sampling Service, Sales & With Right Cost Benefits Physician E- Therapeutic Areas Sampling 6. Call Plans Drive 3. Choose Right Insights & Outsourcing / Sample Distribution Insourcing for Volumes Opportunities Lifecycle 5. Technology Enables 4. Place E-Sampling Greater Productivity & Management in Flexibility Appropriate Group 5 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES,® LLC
  7. 7. Key Findings & Insights – Physician E-SamplingTrends & DriversPhysician E-Sampling is well established across many companies and therapeutic areas. Ithas become a key marketing and sales tactic in recent years. 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. 6 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES, ® LLC
  8. 8. E-Sampling Requests Dependent on TherapeuticArea Served and Companies’ Sales Structure 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. Q. How many Physician E-Sampling sample requests are typically processed on a monthly basis? More than 1000 Monthly Sample 0-100 Monthly Requests, 26% Sample Requests, 30% 75th Percentile 1,250 Mean 1,307 Median 500 25th Percentile 100 501-1000 Nearly one in five companies Monthly Sample indicated that sample requests and Requests, 14% processing were dependent on 101-500 brands, therapeutic areas and Monthly Sample Requests, 30% product type. 7 n=23 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES, ® LLC
  9. 9. Sales Representatives are Still the Primary SamplingMechanism but Physician E-Sampling is Growing 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. Q. Overall what percentage of your companys brands are supported by Physician E-Sampling versus sales rep sampling at your company? Average DTP vs Sales Rep Sampling Physician E-Sampling 75th Percentile 30 DTP Sampling, Mean 29 29% Median 20 25th Percentile 10 Sales Rep Sampling Sales Rep 75th Percentile 90 Sampling, 71% Mean 71 Median 80 • Physician E-Sampling : 30% 25th Percentile 70 n=26 • Sales Rep Sampling: 70% 8 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES, ® LLC
  10. 10. Physician E-Sampling Shipments to RepsLacks Set TimelinesMost companies have no set frequency in shipping Physician E-Sampling samples toreps. Participants indicated that the frequency of shipment primarily depends ontherapeutic area and call plan objectives. Q. “How often do you ship samples to your sales reps?” No set 80% frequency Do not ship samples to 8% sales reps Bi-Weekly 8% Other 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% n=26 9 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES,® LLC
  11. 11. Physician E-Sampling Innovation Focuses onSupplemental ApproachesField interviews spotlighted how various companies are adding new approaches that supplement theirexisting computer-based Physician E-Sampling systems. VOICES FROM THE FIELD: COMMENTS FROM FIELD MANAGERS & LEADERS 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.” 10 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES, ® LLC
  12. 12. 75% See Physician E-Sampling Program asHelpful to Sales and Marketing EffortsMost find Physician E-Sampling to be helpful; however, only one in five companies“strongly agree” that their companies Physician E-Sampling programs contribute greatlyto their Sales and Marketing efforts. Physician E-Sampling appears well seeded -- but notfully mature in the field. Q. How much do you agree or disagree with the following statement?“The Physician E-Sampling program positively contributes to the marketing and sales within your company.” 75% agree that Physician E- Sampling provides Strongly Agree 21% positive support for sales and marketing. Agree 54% Neutral 21% Disagree 4% Strongly Disagree n=29 11 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES,® LLC
  13. 13. About Best Practices, LLCBest Practices, LLC is a research and consulting firm that conducts work based on the simple, yet profoundprinciple that organizations can chart a course to superior economic performance by studying the bestbusiness practices, operating tactics and winning strategies of world-class companies. Best Practices, LLC 6350 Quadrangle Drive, Suite 200, Chapel Hill, NC 27517 www3.best-in-class.com For more information contact: 919.4037.0251 best@best-in-class.com 12 Copyright © Best Practices®, LLC Physician E-Sampling Process Management BEST PRACTICES, ® LLC

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