The Australian rise of esomeprazole-was expenditure on samples a contributor?

Kyle, G. J., Nissen, L. M. and Tett, S. E. (2009) The Australian rise of esomeprazole-was expenditure on samples a contributor?. Pharmacoepidemiology and Drug Safety, 18 1: 62-68. doi:10.1002/pds.1685

Author Kyle, G. J.
Nissen, L. M.
Tett, S. E.
Title The Australian rise of esomeprazole-was expenditure on samples a contributor?
Formatted title
The Australian rise of esomeprazole—was expenditure on samples a contributor?
Journal name Pharmacoepidemiology and Drug Safety   Check publisher's open access policy
ISSN 1053-8569
Publication date 2009-01-01
Year available 2008
Sub-type Article (original research)
DOI 10.1002/pds.1685
Open Access Status
Volume 18
Issue 1
Start page 62
End page 68
Total pages 7
Place of publication Chichester, West Sussex, U.K.
Publisher John Wiley & Sons
Language eng
Subject C1
111503 Clinical Pharmacy and Pharmacy Practice
111706 Epidemiology
920208 Health Policy Evaluation
1115 Pharmacology and Pharmaceutical Sciences
Formatted abstract
Administrative data from the Australian Pharmaceutical Benefits Scheme (PBS) showed rapid growth of esomeprazole dispensing when it was launched. Australia has universal prescription medicine coverage (the PBS), which included esomeprazole from August 2002. Free samples of new medicines are commonly provided to doctors.

To determine if a relationship exists between marketing expenditure on samples and the dispensing rate for esomeprazole in Australia between June 2002 and September 2006.

Quarterly sample expenditures at product/brand level for proton pump inhibitors (PPIs) for Australian general practitioners were obtained for July 2002 to September 2006. Corresponding PBS dispensing data were obtained for all PPIs and converted to defined daily dose (DDD)/1000 population/day. Spending on samples was calculated as dollars per dispensed prescription and plotted against time on the Australian market.

Total PPI usage increased from 34.2 to 50.8 DDD/1000 population/day over the study period. Expenditure on samples per dispensed prescription was higher when a PPI was new on the market and diminished over 5–6 years to a relatively constant level. The rapid decline in this ratio was demonstrated by a case study following esomeprazole from launch in Australia for almost 5 years clearly demonstrating the initial investment to drive sales.

A relationship appears to exist between expenditure on esomeprazole samples and its usage in Australia. A high initial investment was followed by a rapid reduction in cost per prescription dispensed, predominantly due to growth in market share. This trend was consistent with other PPIs.
2008 John Wiley & Sons, Ltd.
Keyword Marketing
Q-Index Code C1
Q-Index Status Confirmed Code
Additional Notes Available online 29 December 2008. Preliminary results of this paper were presented at the 27th ICPE 2007 in Quebec City, Canada.

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2009 Higher Education Research Data Collection
School of Pharmacy Publications
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Created: Fri, 17 Apr 2009, 00:33:29 EST by Elizabeth Pyke on behalf of Faculty Of Health Sciences