Clippings & Events

PM360 – A Data-Centric View of Sample Optimization

A great deal of press has been circulating recently trying to quantify the elusive total value of samples the pharmaceutical industry distributes annually. The recent healthcare overhaul passed in March creates the requirement of drug companies to report on their sample activities but not how to measure their worth. Some companies report on market price, some on wholesale costs, and many have different definitions of a unit. Article Continued

PM360 – eMarketing, The Think Tank

There is a science to Multi Channel Marketing Sound strategic planning, iterative tactical execution, and most importantly quantifiable and qualitative measurements are not only achievable, but are absolutely essential to every Multichannel Marketing initiative in order to ensure anticipated ROI. . And you should expect some of that “science” when it’s your marketing budget! With today’s economic conditions and budgetary constraints, marketing is often one of the first targets of spending cuts due to the misperception of elusiveness in the measurement of its ROI. Article Continued

eSampling – A new standard in today’s pharmaceutical sampling initiatives

“Electronic Sampling uses online tools/promotional Websites accessed by physicians to collect the details of sample distribution. It provides pharmaceutical companies with a cost-effective way to reach physicians who have been routinely under-covered by sales representatives. It allows manufacturers to meet increasingly challenging sales and marketing goals by reducing the significant costs associated with the traditional sample distribution process.” Article Continued

Knipper Plays Key Role in Major Product Launch

Product launches test the mettle of the best marketing-solutions partners. Knipper was called in to assist with the launch of Namenda – producing results that garnered an honorable mention for the entire product team from Product Management Today. The case study notes: “To expedite the launch, Namenda team members had to be creative in compressing timelines, prioritizing the most essential elements of the launch, and streamlining processes. […] J. Knipper and Company was called in a week before approval to facilitate multiple mailings to 470,000 healthcare providers and provide support for a toll-free number for consumers and healthcare providers.” The results were impressive – in less than three months, Namenda became the number-two product in the category. To read the entire article, click here.

E-Sampling Is No Longer an “Alternative” Solution

Drug sampling remains a critical and increasingly challenging aspect of pharmaceutical sales and marketing. Healthcare decision-makers count on office-based physicians distributing samples to enhance patient behavior. At the same time, pharmaceutical marketers frequently use samples to generate physician loyalty. These days, pharmaceutical manufacturers seek ways to sustain sales force effectiveness despite the reduction of their sales forces. Even more challenging for manufacturers are the current sales conditions as physician group practices restrict the access of the remaining sales representatives. Gatekeepers abound. Complete article

Knipper Quoted on e-Sampling Trend

Given the massive investment in sampling in the industry today – $12 billion in the US alone, according to some estimates – it is no wonder that alternative and e-sampling have been making dramatic headway. In this feature story on innovative approaches in sample delivery and alternative approaches, PharmaVoice magazine quotes Knipper executive David E. Hammond: "Offering an e-sampling option would enable the doctor to expediently request or replenish the supply of samples he or she needs to treat patients, and it takes out a big element of cost for the pharmaceutical manufacturer. […] “Sampling is largely a weapon to win brand share and loyalty. If doctors have samples in their cabinet, they’re going to have a greater propensity to prescribe that product." Complete article.

Direct Mail: Navigating Treacherous Waters

With the rise of the Internet and email, reports of the demise of direct mail have been exaggerated. But the increasingly competitive landscape has made it all the more important to have a strategy to navigate these waters. PharmaVoice discussed trends in direct-mail, and interviewed CEO Jim Knipper. “We really have not seen much of a decrease in direct-mail use; it is always going to be part of the marketing mix,” He noted. “There is no doubt that there are great numbers of patients and physicians who receive enough spam e-mail who want, and like, to receive a four-color or hard-copy piece that they can sit and read.” For the entire story, click here.