Liz Reese, Sales Trainer, Healthcare Practice Group
For years, a pharma rep could predict, with nearly 100% accuracy, the first question a doctor would ask following a product presentation: “Do you have any samples?”
Increasingly, the answer is “no.” According to a recent article in Medical Marketing & Media, industry support for samples dropped 25% from 2007 to 2011.
From a rep’s perspective, that’s a landshift if not a downright earthquake. Still, I’d contend that answering “no” to a sample request is not a bad thing. Smart pharma marketers still have plenty of options – options that are more affordable, more manageable and result in measurable results.
Co-pay cards or coupons, for example, can be great alternatives. Not only are they are cost-effective to print and ship (no worries about packaging or inventory maintenance, either) but they are 100% trackable. Manufacturers can see exactly when and where coupons are redeemed.
That isn’t to say that there won’t be occasions for sampling. With our RepOnCall programs, we’ve found we can still offer samples – but can do so more affordably and intelligently by extending the offer only at the end of the conversation – and to healthcare professionals who have a genuine need and desire for samples. And isn’t that a smarter solution for patients, manufacturers and healthcare providers alike?
If you’d like to know more about Technekes RepOnCall, visit our website or call Bobbie Montgomery, vice president, Healthcare Practice Group at 704.817.5682.
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