Pharmaceutical Industry

Samples are Number One Influence on Physicians’ Prescribing Habits

YARDLEY, PA -- Drug samples are the single greatest factor in influencing physicians’ prescribing habits, according to a new report issued by Verispan titled Sales Force Effectiveness 2006: The Physician Perspective. Next to samples, meetings/events and traditional detailing by pharmaceutical sales reps rank second and third respectively.

The intent of the study was to shed a detailed light on the physicians point-of-view regarding call activity. Physicians were asked questions such as: What makes for an effective rep in the eyes of physicians? Which tactics are most effective? Are physicians aware of the different ways in which reps try to reach them?

As part of the study, Verispan surveyed more than 4,000 physicians representing sixteen different medical specialties regarding their interactions with sales reps. The specialists surveyed were chosen based on the amount of detailing activity and client interest.

Of the physicians surveyed, dermatologists, gastroenterologists, general surgeons, obstetricians/gynecologists, oncologists and psychiatrists reported that samples for their patients were among the top three tactics influencing their prescribing habits. On the other hand, cardiologists, neurologists and gastroenterologists shared that they are more swayed by disease-state management programs.

While e-detailing and online events continue to have the weakest influence on prescribing, they do rate higher than two years ago among 10 of the 16 specialty groups. Only pediatricians gave internet-based initiatives lower influence ratings than in previous surveys.

Sales Force Effectiveness 2006 also provides tactical data such as how much time physicians and reps devote to various detail components (e.g., product-specific information, competitive product comparisons, sample delivery etc.).