Electronic detailing (e‐detailing) of pharmaceuticals to physicians: a review
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 5 September 2008
Abstract
Purpose
Electronic detailing (e‐detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel to promote pharmaceutical products to physicians. E‐detailing means using digital technology: internet, video conferencing, and interactive voice response. Because of the rapid adoption of e‐detailing among physicians and because of the potential effects of e‐detailing on the physician prescribing behavior, it is important to summarize research about e‐detailing. The purpose of this article is to review the literature on e‐detailing of pharmaceuticals to physicians.
Design/methodology/approach
A review of the literature was conducted to address reasons behind e‐detailing emergence, e‐detailing as a replacement for traditional detailing, different definitions of e‐detailing, e‐detailing processes, the prevalence of e‐detailing among physicians, types of e‐detailing, drivers for e‐detailing adoption among physicians, and adopters' characteristics.
Findings
Based on the literature review, there are two types of e‐detailing: interactive (virtual) and video. Several factors including convenience, quality of information, and incentives are common reasons for physicians' adoption of e‐detailing. E‐detailing adopters are more likely to be residents, younger, primary care physicians, practicing in rural areas, and working in solo practice.
Originality/value
This paper provides timely review about e‐detailing for pharmaceutical industry practitioners and institutional healthcare policy makers. However, well designed research studies on the effects of e‐detailing on prescribing are needed. From the pharmaceutical companies perspective, more research should be conducted to determine the best ways to maximize the value pharmaceutical companies can gain through the utilization of e‐detailing tools.
Keywords
Citation
Alkhateeb, F.M. and Doucette, W.R. (2008), "Electronic detailing (e‐detailing) of pharmaceuticals to physicians: a review", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 2 No. 3, pp. 235-245. https://doi.org/10.1108/17506120810903999
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited