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Expanding New Patient Starts Through Broader Physicians Sample Coverage

Physicians have shown very high interest in ordering samples online, and now, through partnerships with major physician portals, brands can selectively target physicians and build a regular online relationship around sample ordering.

Product Name	Intelligent Online Sampling
Company	MedManage Systems, Inc.
Client	US-BASED PHARMACEUTICAL COMPANIES
Client Need	To expand coverage to non-called on physicians providing samples, patient and physician education.
Solution (Product Description)	Online sampling offered through major Physician Websites (PDR.net, and MDConsult, among others) and company and brand web sites. For major new product launch, recruit non-called on physicians using high quality PDR education tools, tele-recruiting, PDR.net in-site notification services and e-mail. Physicians are provided the product information and drug samples via PDR.net accelerating physician experience and new patient starts among physicians that aren't covered during the initial launch phase. Only targeted physicians are able to order samples via the PDR.net Sample Service thereby complementing sales force efforts. For mature product with reduced sales support, sales force recruited high writing physicians to the brand's website and PDR.net Sample Center as they were making their last few calls. Trained the practice on how to get samples, patient education materials online and maintained support without the sales force coverage. For company & brand with limited sales force coverage, provided a broad reach method of recruiting only targeted, high-potential, but non-called on physicians to receive education and drug samples to help expand market potential. Program uses pharma marketer-selected sample formats [e.g. live samples, paper vouchers and electronic vouchers], delivery methods [e.g. by rep, mail or print on-demand] and sample allocation quantities. The online sampling service interfaces with the pharma-specified warehouse that ships samples and education materials directly to requesting physician office.
Results	For new product launch -- expand coverage to service prescribers representing top 90% of Rx market potential without adding additional sales force and achieve increases in patient starts very efficiently (most cost is variable cost -- only costs if it is successful). Achieves very effective ROI levels with relatively low budget risk. For mature products -- successfully sustain new patient starts very profitably, helping to achieve brand revenue and profit goals. Leverages the high sunk cost that has already been invested in developing physician relationships over the product's life. For smaller companies and brands -- help compete against larger, better resourced competitors with affordable, high ROI marketing programs.
Comments	"To date, nothing I have seen has been able to drive new patient starts as efficiently and effectively as drug samples strategically placed in the hands of more physicians." -- Mark Gleason, Managing Partner, HyGro Consulting Group