Tuesday, June 9, 2009
Drug Marketing and Prescribing Behavior
According to MM&M, only about 10% of prescriptions are impacted by traditional marketing techniques such as detailing and sampling. This is based on the IMS study called the "Brand Excellence Study." Here's a very interesting snippet from the story: "Around 4% of physicians wrote 44% of all new-to-brand prescriptions tracked. Another 90% of physicians to whom roughly 60% of field force contacts and samples are allocated, generated less than 40% of new-to-brand scripts."
So what does this tell us about marketing practices? Will we see these small numbers plummet now that physicians no longer have branded pens, notepads, or other types of branded giveaways?