Misperceptions Cost Pharma Manufacturers Millions Of Dollars

For pharmaceutical manufacturers, drug sampling is a key driver for familiarizing prescribers with drugs, beginning patient trials, and writing new prescriptions. Pharma manufacturers have traditionally relied on field representatives to drive the distribution of drug samples to prescribers. Though this tactic is very successful, there has been a shift in prescriber willingness or ability to meet with field reps. Between seeing patients and meeting modern documentation requirements, doctors are becoming less accessible to pharma reps. Covid-19 brings these accessibility issues to an even higher level.

Prescriber engagement strategies and relationship management tools are among the investments made by the pharma industry to address this crisis. Pharma field sales teams, while a productive part of the marketing strategy, now operate with reduced numbers while focusing on reaching accessible high prescribers. Non-personal access points such as brand and enterprise websites have replaced in-person pharma rep visits for many prescribers. This strategy offers pharma companies a convenient and economically-efficient solution for reaching prescribers.

However, going to many different websites is a non-starter for physicians, and it shows in the numbers. SymmetryRx has operated drug sample request websites at brand and enterprise levels for many manufacturers while simultaneously giving prescribers sample access through SampleCenter™, the only scalable multi-tenant, one-stop sample request site designed for prescribers.

SampleCenter™ is positioned as an “extension of the pharma rep’s reach,” allowing pharma field reps the ability to focus more on their highest skillset as a brand education and patient resource expert. It allows for the natural handoff of managing the sample request transactions for tens of thousands of eligible prescribers to SymmetryRx’s hybrid personal/non-personal sample eligibility promotion model.

Here are the numbers from our measured activity:

SymmetryRx’s hybrid promotional model delivers tremendous value in balancing prescriber needs for pharma representative educational services and day-to-day sample request transaction management. SymmetryRx brings this value to all deciles and under all practice ownership structures: Independent, Large Group, and Health Systems. Let SymmetryRx share the quantitative value of our model in the terms you use to make business decisions (i.e., Cost reduction, ROI, NPV, IRR, BE, Expense-to-Revenue, or other measures). SymmetryRx’s hybrid promotional model is a win across all metrics.

Common Misperceptions Re: Partnering With The SymmetryRX SampleCenter™

#1 Why would we partner with SymmetryRx if we already have an eSample® solution?

Whether using an internal portal or one custom-made by SymmetryRx, pharma companies may partner with us to help generate greater utilization and further reach. SampleCenterTM is currently integrated into 10 key prescriber-facing online destinations, making pharma manufacturers and their brands exponentially more visible and accessible.

Furthermore, the SymmetryRx marketing team focuses on driving targeted prescribers to these sites and presenting only relevant samples and resource offers in alignment with the business requirements of our pharma partners. As a pharma company, you have complete control over sample availability through all communication channels.

Additionally, SymmetryRx is constantly developing its platform to include the latest technology like 21 CFR 11 compliant eSignature® and HIPAA-compliant Direct-To-Patient drug sampling capabilities.

#2 We don’t want SampleCenter™ to interfere with the work of our field representatives.

For pharma companies, field reps are still a leading driver for drug sample delivery and prescriber education. Field reps rely on the management of the sample transaction to ensure the overall success of the prescriber’s engagement with the pharma company.

SampleCenter™ extends the reach of pharma reps and creates the opportunity to serve more prescribers the way they want to be served.

Here are some examples of how this partnership can be effective:

• For larger companies with a decreased number of reps, or smaller companies with an already limited number, servicing all targeted prescribers may seem impossible. SampleCenter™ fills in the gaps of non-covered prescribers in all deciles, geographies, and practice ownership structures. SampleCenter™ creates economical reach to all prescribers who value the use of samples in their practice of medicine.

• Field reps may not be able to reach or make frequent visits to all of the targeted prescribers within a specific territory. SampleCenter™ extends the reach of the field rep and pharma company to hard-to-reach prescribers and telemedicine practitioners.

• SampleCenter™ assists reps in promoting high-priority drugs and educating prescribers in their use, giving pharma reps the bandwidth needed to provide excellent levels of service.

#3 Why would we pay for sample transactions when there are minimal fees within our own system? With a revenue-to-expense ratio of close to 99 to 1, pharma manufacturers have huge incentives for utilizing both their internal platforms and SampleCenter™.

Furthermore, SymmetryRx is the single technical and marketing pharma point of contact for 10+ online prescriber destinations. The leverage provided to pharma is unbeatable, and engagement tactics are part of a pharma company’s fee. SampleCenter™ operates on a pay-for-performance structure where the pharma company only gets billed when a prescriber requests a sample of one of their products.

#4 We don’t want to spend the time auditing another drug sample vendor.

SymmetryRx is a front-end prescriber engagement and sample request generation platform. We do not manage back-end fulfillment operations. We integrate our service with your approved and contracted vendors that are responsible for processing and PDMA validation of sample requests, warehousing products, shipping, and other back-end operations. This eliminates the need for pharma companies to audit us before forming a partnership.

Due Diligence

As far as regulatory due diligence is concerned, SymmetryRx operates a validated software application that is 21 CFR part 11 compliant with a prescriber authentication process that creates a new standard in e-signature security. SymmetryRx’s new Direct-To-Patient drug sample request process is HIPAA-compliant.

Conclusion

In an ever-changing healthcare landscape, pharma manufacturers need effective solutions to target prescribers in the way in which they now prefer to request drug samples and other resources to help manage their patients. By partnering with SymmetryRx, pharma manufacturers can scale their reach to a level not possible within their own systems while also providing greater support to their existing field reps.

Our solution positions pharma brands on 10 different prescriber-facing online destinations, and our team strategically drives targeted prescribers to these online locations. With complete control over sample availability across these different communication channels, pharma companies can enjoy flexibility and efficiency with SymmetryRx’s SampleCenter™.