Rick Randall of Triplefin, an H. D. Smith Company, a solution provider company at the marcus evans PharmaMarketing Summit 2013, on enhancing product sampling programs. Interview with: Rick Randall, Chief Innovations Officer, Triplefin, an H. D. Smith Company

1. A Multi-Channel Approach
to Distributing
Pharmaceutical Product Samples
on the therapy. However, the traditional more patients and physicians, and
sampling process is not very efficient, through different media types.
as it has a lot of tracking regulations
and the physician’s office ends up Pharmaceutical marketers must have
controlling how samples are distributed. the flexibility and capability to support
Manufacturers do not necessarily meet all channels, including e-prescribing,
their intent of providing patients with and be prepared for the various ways
their first course of therapy and tracking that healthcare providers will interact
how effective they are. with their EMR systems. We are
already seeing how mobile applications
Having a voucher, a free trial offer that are beginning to play a role in feeding
is dispensed by the retail pharmacy is vouchers to physicians and patients.
more effective, as it restricts sample The goal should be to provide
Interview with: Rick Randall, Chief abuse and ensures patient safety. Sales information to people in the form that
Innovations Officer, Triplefin, an representatives can provide physicians they are most comfortable with, so the
H. D. Smith Company with cards that they could then give to marketing department has to be able to
their patients, and the pharmacy will support all the different channels.
dispense the sample. The manufacturer
Pharmaceutical companies need to will only pay for prescription samples
have a multi-channel approach for that ultimately reach the patient.
distributing product samples, to enable
them to connect with more patients This also eliminates the tracking
and physicians, says Rick Randall, Chief
Innovations Officer, Triplefin, an H. D.
associated with the sample’s delivery to
the physician and ensuring appropriate
The
Smith Company. Pharmaceutical
marketers must have the flexibility and
capability to support all channels,
accountability, as that would be
managed by the pharmacy. manufacturer
including e-prescribing, and be
prepared for the various ways that
How does this help
increase the reach
companies
of their will only
pay for
healthcare providers will interact with products?
their Electronic Medical Record (EMR)
systems, he adds. There are many clinics that do not take
From a solution provider company at
product samples. That is an issue for
many companies. Giving out vouchers prescription
the marcus evans PharmaMarketing would allow them to enhance the
Summit 2013, in Palm Beach, Florida,
May 8-10, Randall talks about product
existing availability of their samples and
increase their reach.
samples that
ultimately
sampling programs and how to reach a
wider audience. Should this complement or replace
existing sampling processes?
How can the traditional sampling
process be enhanced? This is a tool that should complement reach the
promotion programs. The upfront costs
Sampling has always been done for
access. A sales representative needs a
are minimal compared to the costs of
delivering an actual sample, but a multi-
patient
reason to reach out to the physician, channel approach for distributing
who wants a sample to start the patient samples is required, to connect with

2. About the PharmaMarketing Summit 2013
The Marketing Network -
marcus evans Summits group
This unique forum will take place at The Ritz-Carlton, Palm Beach, Florida, May
delivers peer-to-peer information
8-10, 2013. Offering much more than any conference, exhibition or trade show, this
on strategic matters, professional
exclusive meeting will bring together esteemed industry thought leaders and
trends and breakthrough
solution providers to a highly focused and interactive networking event.
innovations.
www.pharmamarketingsummit.com
Contact
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Division
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About Triplefin, an H. D. Smith Company
Triplefin is recognized as the premier provider of pharmaceutical marketing support solutions, connecting patients, providers,
pharmacies, and payers to improve outcomes and removing brand challenges with access, acquisition, and adherence. For more
than 30 years, Triplefin has helped pharmaceutical brand managers put prescription brands into patients’ hands… and keep them
there throughout treatment. Triplefin’s brand solutions include patient assistance and reimbursement solutions; patient affordability
strategies such as co-pay, voucher, and loyalty card solutions; specialty and mail order pharmacy services; patient access and
adherence solutions; as well as an in-house call center and 3PL/Distribution capabilities.
www.triplefin.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings.
For more information, please visit: www.marcusevans.com
Upcoming Events
CMO Asia Summit - www.cmoasiasummit.com
PharmaBrand Summit (Europe) - www.pharmabrandeurope.com
To view the web version of this interview, please click here: www.pharmamarketingsummit.com/RickRandall