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Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
Sampling  and  evidence based marketing in pharmaceuticals kailas
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Sampling and evidence based marketing in pharmaceuticals kailas

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  • 1. By Dr. Kailas Ghodke MBBS, MMS PhD (Perusing in Marketing) Pharma Consultant For Marketing, Branding, Promotions, Medico Marketing and Training 702 / 703, 11 - A, Happy Valley, Godbandher Road, Manpada, Thane (W) Mumbai 400610, India. Email: kailasdr@yahoo.com , kailasdr@rediffmail.com Tel. Res.: + 91 022 - 2589 57 06, 2589 04 85. Cell: 98208 315 94
  • 2. I- Physician SamplesI- Physician Samples and Samplingand Sampling  Physician SamplesPhysician Samples  PS CostPS Cost  WHO ACTUALLYWHO ACTUALLY RECEIVES THERECEIVES THE SAMPLES? SAMPLES?   CHARITY ANDCHARITY AND EDUCATION, OREDUCATION, OR MARKETING? MARKETING?   AdvantagesAdvantages  DisadvantagesDisadvantages  SamplingSampling 2) Evidence Based2) Evidence Based Marketing inMarketing in PharmaceuticalsPharmaceuticals  Evidence BasedEvidence Based MarketingMarketing  Types of EvidenceTypes of Evidence  Source of EvidenceSource of Evidence  Availability ofAvailability of EvidenceEvidence  Why Evidence?Why Evidence?  How to Use Evidence?How to Use Evidence?  Where to useWhere to use Evidence?Evidence?Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 22
  • 3. a) Physician Samplesa) Physician Samples Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke33
  • 4.  Everybody likes something free, and freeEverybody likes something free, and free prescription drug samples are no exception.prescription drug samples are no exception.  Patients love to receive them, and doctorsPatients love to receive them, and doctors feel good about handing them out.feel good about handing them out. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 44
  • 5.  Physicians sample are finished goods given free to thePhysicians sample are finished goods given free to the doctor , who in turn distribute it to their patientsdoctor , who in turn distribute it to their patients  Samples are meant for trail , experiment andSamples are meant for trail , experiment and confirmation.confirmation.  Sample helps doctors to try a drug on his patients.Sample helps doctors to try a drug on his patients.  Samples are not conventional give a waySamples are not conventional give a way  They are valuable promotional inputThey are valuable promotional input  Sample must be given with discretion and conviction.Sample must be given with discretion and conviction.Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 55
  • 6.  Samples constitute an enormous promotional outlay ofSamples constitute an enormous promotional outlay of pharmaceutical companies.pharmaceutical companies.  Between 1996 and 2000, they accounted for slightly moreBetween 1996 and 2000, they accounted for slightly more than half of the total promotional dollars spent by industry .than half of the total promotional dollars spent by industry .  In 2004 the retail value of samples distributed isIn 2004 the retail value of samples distributed is approximately 16 billion US dollars .approximately 16 billion US dollars .  In 2005, the pharmaceutical industry distributed more thanIn 2005, the pharmaceutical industry distributed more than $18 billion worth of drug samples.$18 billion worth of drug samples.  The retail value of free samples has risen steadily,The retail value of free samples has risen steadily, doubling between 1999 and 2003 .doubling between 1999 and 2003 . Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 77
  • 7. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 88 Retail value of US samples, in billions of dollars.Retail value of US samples, in billions of dollars. doi:10.1371/journal.pmed.1000074.g001doi:10.1371/journal.pmed.1000074.g001
  • 8.  The total Pharma market Rs. 35,000 Cr.The total Pharma market Rs. 35,000 Cr.  Normally the PS cost to the pharma company variesNormally the PS cost to the pharma company varies from 1.5 – 3 %.from 1.5 – 3 %.  Total value of PS distributed in India ranges fromTotal value of PS distributed in India ranges from Rs. 525 Cr – Rs. 1050 Cr.Rs. 525 Cr – Rs. 1050 Cr. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 99 Source: March - 2009 ORG IMS MAT Value
  • 9.  Samples are given to the doctors to distributes it to hisSamples are given to the doctors to distributes it to his patients.patients.  Often samples never reach their intended audience.Often samples never reach their intended audience.  Many samples are appropriated by physicians forMany samples are appropriated by physicians for personal or family use or end up in an “unknownpersonal or family use or end up in an “unknown destination” .destination” .  In most of cases pharmaceutical representativesIn most of cases pharmaceutical representatives surveyed reported using samples themselves or givingsurveyed reported using samples themselves or giving them to their friends and relatives .them to their friends and relatives .  Thus samples are often reach the wrong people and areThus samples are often reach the wrong people and are frequently misused.frequently misused. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1010
  • 10.  It is difficult to escape the conclusion that the primeIt is difficult to escape the conclusion that the prime motivation behind the provision of free samples ismotivation behind the provision of free samples is marketing.marketing.  Samples have a major influence on physicians'Samples have a major influence on physicians' prescribing habits .prescribing habits .  Samples are one of the most effective ways salesSamples are one of the most effective ways sales representatives get their foot in the door to pitch theirrepresentatives get their foot in the door to pitch their companies' products.companies' products.  The technique is effective; the availability of samplesThe technique is effective; the availability of samples is associated with rapid prescription of the new drug.is associated with rapid prescription of the new drug. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1111
  • 11.  In one study, residents with access to samples wereIn one study, residents with access to samples were more likely than their counterparts without samples tomore likely than their counterparts without samples to prescribe heavily advertised products and less likely toprescribe heavily advertised products and less likely to suggest an over-the-counter alternative .suggest an over-the-counter alternative .  A survey based on self-reported physician judgmentsA survey based on self-reported physician judgments suggests that the availability of samples might evensuggests that the availability of samples might even influence physicians to prescribe drugs that would notinfluence physicians to prescribe drugs that would not otherwise be their top choice .otherwise be their top choice . Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1212
  • 12.  Distribution of free samples plays a critical role inDistribution of free samples plays a critical role in improving patient care and fostering the appropriateimproving patient care and fostering the appropriate use of medicines.use of medicines.  Free samples allow doctors to try new medicines andFree samples allow doctors to try new medicines and to implement them immediately on their patient.to implement them immediately on their patient.  PS Can give physicians valuable first-handPS Can give physicians valuable first-hand experience with new treatment options.experience with new treatment options.  PS can help patients begin treatment sooner, find thePS can help patients begin treatment sooner, find the right medicine, and offer an option for those who haveright medicine, and offer an option for those who have difficulty affording their medicines.difficulty affording their medicines. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1414
  • 13.  PS act as a great Brand recallPS act as a great Brand recall  Sample can be used as a post detail talk.Sample can be used as a post detail talk.  Sample distribution often intensifies during new drugSample distribution often intensifies during new drug launches.launches.  Sales reps consider free drug samples an importantSales reps consider free drug samples an important marketing tactic that they can employ to gain accessmarketing tactic that they can employ to gain access to physicians.to physicians. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1515
  • 14. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke1616
  • 15.  PS can cause side effects (gastritis , etc.) due toPS can cause side effects (gastritis , etc.) due to improper use.improper use.  Many samples are distributed to the wrong peopleMany samples are distributed to the wrong people and are frequently misused- to friends and relativesand are frequently misused- to friends and relatives or utilized for personal uses.or utilized for personal uses. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1717
  • 16.  PS risks poor quality of health care.PS risks poor quality of health care. ◦ When low-income patients are given a ''starterWhen low-income patients are given a ''starter pack'' of PS and a prescription to fill for thepack'' of PS and a prescription to fill for the remaining period of treatment, they might not beremaining period of treatment, they might not be able to afford the cost of the extension, leading toable to afford the cost of the extension, leading to discontinuity of treatment.discontinuity of treatment. ◦ In doctors' offices, detailed patient educationIn doctors' offices, detailed patient education regarding sample use rarely occurs, and when itregarding sample use rarely occurs, and when it does, it usually lacks information about drugdoes, it usually lacks information about drug interactions or instructions on how the drug shouldinteractions or instructions on how the drug should be taken.be taken. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 1818
  • 17. b) Samplingb) Sampling
  • 18.  Samples are “potential sales stock” of the companySamples are “potential sales stock” of the company  They must be used with care and a definitiveThey must be used with care and a definitive objectives.objectives.  A particular product is sampled only to thoseA particular product is sampled only to those specialist who can or will prescribe that particularspecialist who can or will prescribe that particular product to their patients.product to their patients.  There are situations when a doctor asks for aThere are situations when a doctor asks for a particular sample for personal use even though in isparticular sample for personal use even though in is daily practice, he has no use for that particulardaily practice, he has no use for that particular product.product.  But during regular working your sample ling planBut during regular working your sample ling planSampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2020
  • 19.  Every company gives adequate samples to its salesEvery company gives adequate samples to its sales teamteam  But it is an individual who makes the difference withBut it is an individual who makes the difference with these samples in generating prescriptions.these samples in generating prescriptions.  Use these samples in a judicious way to create anUse these samples in a judicious way to create an impact at every visit.impact at every visit.  Distribution of samples with demonstration.Distribution of samples with demonstration. 2121Dr. Kailas GhodkeDr. Kailas Ghodke Sampling and Evidence Based MarketingSampling and Evidence Based Marketing
  • 20.  Use demonstrating technique to make your productUse demonstrating technique to make your product stand in doctors mind.stand in doctors mind.  Always demonstrate colour, scoring taste, smell etc.Always demonstrate colour, scoring taste, smell etc.  Arrange the samples on the doctor’s table in such aArrange the samples on the doctor’s table in such a way that brand name and important features face theway that brand name and important features face the doctor.doctor.  Never keep the samples by telling that “here are fewNever keep the samples by telling that “here are few samples” instead, always tell that “ this product yousamples” instead, always tell that “ this product you can try on your next patient suffering from ___________can try on your next patient suffering from ___________ (condition)”(condition)”  Always demand prescriptions when you keep theAlways demand prescriptions when you keep the2222 Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke
  • 21.  Evidence Based Marketing is a way to promote product with the help of supportive authentic documents. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2424
  • 22.  Evidence can be forEvidence can be for  ProductProduct ◦ QualityQuality ◦ Manufacturing FacilityManufacturing Facility ◦ Drug DeliveryDrug Delivery  MoleculeMolecule ◦ EfficacyEfficacy ◦ Safety profileSafety profile ◦ DosageDosage ◦ New IndicationNew Indication ◦ Comparison to existing treatment optionsComparison to existing treatment options Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2525
  • 23. 1) Quality of Product1) Quality of Product ◦ FDA Certification – Quality AnalysisFDA Certification – Quality Analysis 2) Manufacturing Facility2) Manufacturing Facility  National Accreditation CertificatesNational Accreditation Certificates ◦ Schedule M, GMP, NABL, ISI etc.Schedule M, GMP, NABL, ISI etc.  International Accreditation CertificatesInternational Accreditation Certificates ◦ WHO GMP, UK MCA, Australian TGA, UK MSHRA, ISO,WHO GMP, UK MCA, Australian TGA, UK MSHRA, ISO, HACCP (Hazard Analysis and Critical Control Points)HACCP (Hazard Analysis and Critical Control Points) etc.etc. 3) Drug Delivery3) Drug Delivery ◦ Special Drug delivery patents like –Liposome , SR, ETC.Special Drug delivery patents like –Liposome , SR, ETC. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2626
  • 24.  In house SourceIn house Source ◦ Clinical trails – BE, Comparison etc.Clinical trails – BE, Comparison etc.  External SourceExternal Source ◦ Trails sponsor by other Pharma Co. NGO, GovtTrails sponsor by other Pharma Co. NGO, Govt etc.etc. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2727
  • 25.  Medical Websites Search EnginesMedical Websites Search Engines ◦ Pubmed, Individuals Journal and Pharma Co. websitePubmed, Individuals Journal and Pharma Co. website etc.etc.  JournalsJournals ◦ International - Lancet, American Medical Journal, BMJInternational - Lancet, American Medical Journal, BMJ etc.etc. ◦ National- JAMANational- JAMA  LibraryLibrary  InstitutionsInstitutions  Collogue and FriendsCollogue and Friends Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2828
  • 26.  References Reinforces sales presentations and entrustReferences Reinforces sales presentations and entrust confidence in sales rep.confidence in sales rep.  Helps to win the confidence of the prescriber.Helps to win the confidence of the prescriber.  Doctors can trust the efficacy and quality of the product.Doctors can trust the efficacy and quality of the product.  Makes sales presentation a authentic scientificMakes sales presentation a authentic scientific presentation.presentation.  Give new insight to the product / molecules in terms ofGive new insight to the product / molecules in terms of new indication , dosage etc.new indication , dosage etc. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 2929
  • 27.  Early claims should be conservative. ThisEarly claims should be conservative. This allows you to make progressively boldallows you to make progressively bold claimsclaims  Quote clinical referencesQuote clinical references  Narrate experience of othersNarrate experience of others  Provide guarantyProvide guaranty  National and international accreditationsNational and international accreditations certificatecertificate Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 3030
  • 28.  References can be used in everyReferences can be used in every communication specially when it is a newcommunication specially when it is a new launch or to make awareness of newlaunch or to make awareness of new indication etc.indication etc. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 3131
  • 29. Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke 3232
  • 30. 3333 Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke
  • 31. 3434 Sampling and Evidence Based MarketingSampling and Evidence Based MarketingDr. Kailas GhodkeDr. Kailas Ghodke

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