Arena's Quitting smoking, Nash, Combination Belviq-Phentermine, Free Belviq Samples
Eisai and Arena Pharmaceuticals Zhen De Shou are bucking the disposable sample trend that pharmaceutical companies have followed over the last few years. Pharma companies
have slashed their sales force by over 30% from an all-time high of 105,000 seven years ago. In July 2014, ARNA's partner Eisai increased its sales force
that's marketing and detailing the load loss drug Belviq to 600 reps. ARNA manufactures Belviq like a novel single agent which was approved by the FDA in
2012 to lose weight and weight management.
Distinguishing itself from the two other weight reduction drug manufacturers Vivus (NASDAQ:VVUS) and Orexigen (NASDAQ:OREX), on October 15, 2014, ARNA's
marketing partner Eisai implemented free drug samples, that has been another historical hallmark of successful pharmaceutical marketing in decline. Based on
Cegedim Strategic Data, pharmaceutical companies' spending on the disposable samples that drug representatives leave behind in physicians' offices went down
more than 25% since 2007. To keep this successful and necessary marketing tool in perspective, back in the year 2007, pharma companies spent nearly $8.4
billion on free drug samples, as this was a great method to introduce and boost sales inside a brand new drug. However, recent pharma investment figures have
fallen to approximately $6.3 billion as late as with 2011, due partly to cutbacks in sales representatives by Big Pharma companies.
ARNA's marketing partner Eisai offers free Belviq samples at a time when pharmas are reducing free samples. Clearly, Eisai is executing on its marketing
dedication to ARNA by further penetrating the obesity market with free samples. Based on Cegedim Strategic Data, pharmaceutical paying for samples given
liberated to physicians has declined by 25% since 2007, and also the number of sales representatives providing details to physicians in office visits,
including free samples, has additionally significantly came by more than 35% through the years. This historical chart tracks the correlation trend between
pharma spending on samples and purchasers rep visits with samples:
Based on the chart above, Cegedim Strategic Data estimates the number of drug company detailer visits with free drug samples has dropped even faster,
decreasing 35% from 116 million in 2007 to 76 million this year. According to Jerry Maynor, director of marketing Cegedim's business development U.S.
division, pharmaceutical companies' "decision to scale back their sales forces may be the principal reason sampling has declined". Mr. Maynor also stated,
"If we're seeing a decline in samples at this time, today one of the leading drivers may be the stop by the overall quantity of sales calls being delivered".
Among the big reasons cited for the loss of free samples is pharma sales reps are finding it harder than ever to visit physicians, who are pressed for time
or find little value for visits by the reps.
Eisai and ARNA realize that free samples are especially essential for patients trying a fresh weight reduction treatment, because it encourages physicians
and patients to see how effective or well-tolerated it truly is. Oftentimes, physicians use prescribing generics like Phentermine, the cheapest weight
reduction drug, for patients who can't afford a novel top-brand product like Belviq; free Belviq samples should change this dynamic. Meanwhile, Eisai and
ARNA are working on a slow-release formulation for Belviq so that patients do not have to make sure to take the medicine twice daily, which can also impact
its usefulness.
Based on SK&A, approximately 25% of physicians won't see pharmaceutical sales people. In SK&A's 2010 report, laptop computer discovered that nearly half of
physicians will discover a salesman only by appointment, or limit sales detailer visits to times outside patient-care hours, for example after or before
clinics open or during lunch. Other physicians have no restrictions on seeing pharmaceutical salesman. In August 2011, SK&A reported that 23% of physicians
won't take free product Qing Zi Shou samples, but 76% from the physicians surveyed accepted samples, although their probability of doing so varied by specialty. SK&A
figured the bigger practices were less inclined to accept free samples. Further, 75% of medical practices with 3 to 5 physicians took samples, compared with
54% of groups with 10 to 19 doctors.
Arena's Quitting smoking, Nash, Combination Belviq-Phentermine