Although the selling environment continues to evolve, the value that samples provide remains strong. For physicians, samples provide two key benefits: the ability to get patients started on appropriate therapy quickly, and the ability to assess patient response and tolerability prior to filling a full prescription. Samples provide an easy way for physicians to gain product experience, helping form positive product perceptions and increasing future intent to prescribe.

For representatives, samples provide a tangible tool to gain physician access. This will remain particularly valuable over the next five years as more offices carefully manage representative-physician interactions. Providing samples to physicians does not always lead to in-depth product discussions, and this will continue in the future. However, representatives who provide physicians with an adequate and consistent sample supply benefit from multiple enhanced customer perceptions. These include perceptions of representative value, concern for patients, and company image.

Over a five-year time frame, the role of samples as a selling tool may evolve as the industry’s product portfolio evolves. Many companies currently focus on developing large-molecule products, and for these future brands, samples typically don’t fit into the marketing mix. Should these brands account for a majority of representative activity, the importance of sampling will decline proportionately.

Overall, companies who maintain a small-molecule product portfolio can continue to rely on sampling as key tactic in driving positive physician experience with their brands. Companies whose portfolios consist of large-molecule brands will need to consider creating new opportunities for physicians to gain valuable product experience.

Despite significant investments in producing large sample quantities, many brands distribute samples that amount to a pill in a blister pack in a box. Physicians complain that samples suffer from numerous shortcomings: they take up too much space, key information (dosage, expiration dates, lot number) is often hard to find or read, the packaging is difficult for patients to open, and the package insert leaves patients with more questions than it answers.

Agencies can play a significant role in helping brand teams design more physician and patient-friendly samples. Opportunities include reducing package complexity, adding disease state education, improving ergonomics (particularly for elderly patients), and linking samples to physician and patient support programs. Agencies can also play a role in designing targeted patient support programs that can take the place of sampling in appropriate settings. For example, some group practices and hospital clinics prohibit sampling, but will accept coupon and voucher programs.

Any number of scenarios are possible, but it’s unlikely that companies will find themselves unable to distribute samples in the next five years. Companies may need to expand distribution channels beyond representatives, implement additional controls, or disclose sample distribution more transparently. Although operationally challenging, the industry should embrace changes that increase public confidence, customer convenience, and patient safety.