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Keywords: Free samples
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Journal Articles
How promotion mix helps sustain brand sales during market transitions: insights from the pharmaceutical industry
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (11): 2508–2538.
Published: 25 October 2024
...). The presence of a brand drug’s samples accommodates physicians’ prescribing routines, enhancing the chances of a brand drug getting prescribed. Physicians derive multifaceted benefits from the distribution of free prescription drug samples. They use free samples to begin an instant treatment (e.g. samples...
