Samples lose importance in drug marketing

02/27/2012 | Medical Marketing & Media

Fewer frequent prescribers report receiving product samples during sales calls as the drug industry shifts strategies and generics become more common, says industry consultant Richard Vanderveer. Industry support for samples dropped 25% between 2007 and 2011, a Cegedim Strategic Data study found, and 55% of visits to frequent prescribers in 2010 included product starters, compared with 70% in 2006. However, leaving samples with doctors who have no history with the product increases the chance the doctor will prescribe the medication, the survey showed.

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