Sampling

1. Samples are detail enablers.

   Without samples, many of the face-to-face interactions with the physician may not happen.

2. Samples are tokens of appreciation of the physician’s business.

   The marketer’s decision to cut down on samples may be unfavorably received by the physician.

3. Samples may serve public relations purposes.

   For instance, as subsidies to certain segments of the population.

The question of allocating the right amount of samples is all the more critical, because it is a well-known fact, substantiated by several studies, that samples have a significant impact on prescription behavior.