White Papers
Expanding the Effects of Sampling Programs
Knipper's David Hammond writes about the importance of achieving the right balance in sampling. An ROI-efficient program, he writes in Product Management Today, must take into account a wide variety of implementations, ranging from traditional sampling, to marketing initiatives like direct mail, vouchers, rebates and coupons, tele-reps, e-sampling, e-detailing, and loyalty debit cards. An effective sampling approach also demands that the practitioner universe be segmented by such criteria as called-on targets, decile ranking, and geography, without overlooking practitioners in temporarily vacant sales territories or "white-space" regions without assigned sales coverage. For the entire article, click here.
If industry leaders do all this and more, why do many industry observers suggest half the samples dispensed are used for reasons other than the ones intended?
A e-Renaissance in Direct-to-Practitioner Marketing
Traditional methods have increasingly come under fire, due to the skyrocketing cost of field personnel, increased liability through regulation (PDMA), feedback mechanisms to the pharmaceutical marketer have been limited by other legislation, including the Health Insurance Portability and Accountability Act of 1996 (HIPAA). In this article published in PharmaVoice, CEO Jim Knipper writes about the innovations in electronic and alternative sampling that are revolutionizing how samples get delivered to physicians and patients. For the entire article, click here.
Studies have shown that potentially 70% of surveyed physicians would order samples weekly online if such systems were widely available to them on the Internet.
- Thought Leadership from Knipper: Target TopicsTM
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Knipper edits, designs and produces Target Topics newsletters, which appear under its clients' imprints and can cover any disease state. For a sample Target Topic, click here.
Target Topics: Key Facts
- Editorial may be targeted to either physicians or consumers
- A turnkey opportunity to talk about the disease state the drug manages
- Distributed directly by reps to physicians
- Two measures of program success: clients have requested over-prints and reps continually call for more publications