The Evolution of Pharmaceutical Sample Distribution: From Push to Pull

In a video interview with Pharma Commerce, Mark Jara, founder and CTO of RxS, dives into how the sample distribution process in the pharmaceutical industry has evolved significantly over the years. A major change has been the reduction in the size of sales teams. In the past, organizations had large sales forces with 5,000-10,000 representatives, but that is no longer the case. Technological advancements and changes in product types have contributed to this shift. While products were once ambient (requiring less complex distribution), they are now more biologic and often require cold chain logistics, catering to a smaller, more specific patient population.

This shift in product types means that the traditional push model of distribution—where samples and literature were sent out to healthcare providers (HCPs) by sales reps—is no longer the primary approach. Instead, pharmaceutical companies have moved toward a “right-sizing” of their organizations, streamlining operations and using alternative communication methods. The new model is more focused on the needs of HCPs, who now drive the communication process. HCPs are the ones requesting access to samples at their convenience, based on patient needs.

This shift from a push to a pull model reflects broader changes in the industry, where technology, product specialization, and the role of HCPs in decision-making have reshaped the way samples and information are distributed.

Jara also discusses the value in an online portal that offers logistics flexibility, the inspiration behind developing SampleHub, the future of eSampling platforms, and more.

A transcript of his conversation with PC can be found below.

PC: How was the sample distribution process evolved over the years?

Jara: I’d like to take a step back with all of this, just with regards to evolution of sampling. Years ago, if you've been in industry, these organizations had 5,000-10,000 sales representatives. That's no longer the case these days. Certainly, technology has played a big role. But also, when you look at the product base itself, years ago, we used to be ambient products. These days, they're more biologic, cold chain. It's more specific for a finite patient base.

That doesn't apply to 5,000 sales rep teams. You can certainly see where pharma now is going into what we would say is “right sizing” of an organization. They're using other means of communication with the HCPs. So it's no longer a push model, where you're pushing samples, you're pushing literature to organizations. It's really now a pull method by HCPs. They actually are the drivers of communication. They want the access and they want the samples at their point of time when they need it for the patients.