February 23rd, 2012
Samples no longer hold sway in pharma marketing mix: study
By Deborah Weinstein
Medical Marketing and Media
Drug samples used to be de rigueur for the majority of pharmaceutical sales calls. As new data show, the goal of getting samples into the hands of doctors or patients is falling out of favor, and the fall-off is not simply a matter of shrinking sales forces.
Instead, according to Cegedim Strategic Data, drugmakers have slashed support for samples over the last four years as they rethink what once was an essential part of their marketing mix: CSD found a 25% drop in industry support for samples between 2007 and 2011, from just under $8.5 billion to about $6 billion.