Articles by Patrick Burns - Pharmaceutical Executive

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Articles by Patrick Burns

Sales Management: A Sample Plan

One of the industry's most important promotional tools is also one of its least understood. Patrick Burns, of BW Analytics, discusses new approaches to measuring the impact of sampling—and giving reps the tools they need to use samples better.
Jun 1, 2005

There is something called the momentum effect. If a rep leaves a sample today, it will influence the physician to prescribe the drug in the future. This effect is different for every physician and disease class.

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