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2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA

2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA. Michael DeMartin & Patrick Burns. Director Sample Administration & Compliance , sanofi-aventis President, Principled Strategies.

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2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA

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  1. 2010 PMSA ConferenceWestin Savannah Harbor Hotel Savannah, GA

  2. Michael DeMartin & Patrick Burns Director Sample Administration & Compliance, sanofi-aventis President, Principled Strategies Trial By Error: How Multiple Years of Visionary Management Science Evolved Into a Sampling Optimization Best Practice Model

  3. Evolving Sampling OptimizationIn Your Organization A Best Practices Model

  4. The views and opinions presented here are personal and do not necessarily reflect those of sanofi-aventis U.S.

  5. Three Key Objectives

  6. 3 Key Steps in the Process

  7. 4 Key Success Factors

  8. 6 2 5 3 4 Best Practices Model 1

  9. Clearly Articulate the Brand Sampling Strategy • Strategy: How do samples support brand strategy? • Target: How do the targeted segments differ in the way they are expected to use samples? • Goal: What are we maximizing?

  10. Effective Program Management Can Be a Complex Task for a PM

  11. Execution Support Is Essential To Achieving Your Goals • SP needs a simple way review a period sampling goal for each HCP • SF needs a method for coordinating delivery goals across sales teams

  12. Execution Support Is Essential To Achieving Your Goals (continued) Summary results for all HCPs in territory Sampling metrics Individual HCP results Sampling history

  13. Monthly Activity Tracking ReportDSM Level Review Execution Support Is Essential To Achieving Your Goals (continued) • Review Districts with low Overall Adherence scores • Isolate low adherence results within districts • Coach DSM about categories showing lower-than-expected results; in this instance zero sampling, uneven sampling, and non target-sampling

  14. What’s In It For Me? • Delivers a best practice technique proven to work for other brands • Enhances consistency in decision-making across sales and marketing regimes • Flexible enough to be adapted to special conditions • Helps ensure effective use of a critical corporate resource • Maximizes: revenue, volume, share, etc.

  15. Key Lessons Learned Sampling Optimization

  16. Model Output (Information) Must Be Operationally Aligned Allocation: District XYZ Model Results: Territory A An “optimal” allocation of samples is required at the territory level in order for SPs to achieve optimal HCP sampling goals listed in SFA

  17. Optimized Programs Drive Behavior • Identifying and agreeing to project goals • Adopting a best practice model • Exceptions to the best practice model should be noted and stakeholders informed • Developing a comprehensive project plan • Timeline expectations • Individual responsibility • Contingencies

  18. Program Validation is Key to Success • Results must be accurately measured • Does Rx growth improve when actual samples are close to recommended samples? • Methodology must be approved by internal experts • Validation methodology should be applied to a wide range of therapeutic classes • Retrospective analysis must show that recommendations improve outcomes when closely followed

  19. Territories with low sampling adherence experienced significant negative tablet growth relative to the average territory • You Must Measure the Impact of Adherence

  20. Economic Value of Adherence Must be Quantifiable Total incremental revenue, including carryover

  21. Given Validation, Does the Analytical Method Really Matter? • Dartboard • Pro Rata • Linear Regression • Statistical Inventory Model • Artificial Neural Network • Bayesian Model • Kernel Methods/Support Vector Regression • Genetic Algorithm

  22. A Successful Sampling Optimization Program: • Encourages: • Recognition of samples as a corporate investment, and not as a service • SPs to use local market knowledge to refine sampling decision • Coordination of sampling goals with team • Awareness of samples ordered/delivered • Combining HCP sampling goals in group practices • Discourages: • Cannibalization of Rx by exceeding sampling guidance • Zero-sampling of HCPs via a SFA system recommendation • Uneven sampling: delivery of many samples at one time • Sampling of non-targets

  23. 2010 PMSA ConferenceWestin Savannah Harbor Hotel Savannah, GA

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