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Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India: Views of the company personnel

Saikat Banerjee (Indian Institute of Foreign Trade, Kolkata, India)
Sampada Kumar Dash (MSD Pharmaceutical Private Limited, Gurgoan, India)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 28 June 2011

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Abstract

Purpose

The purpose of this study is to unearth the factors influencing the scope and acceptability of E‐detailing concepts recently started by domestic as well as multinational companies in India.

Design/methodology/approach

The objective is to capture views of pharmaceutical company personnel about E‐detailing to understand factors influencing acceptance and execution of E‐detailing as a marketing communication tool. This study is based on primary data collected from the Delhi/NCR area of India. To analyze the data, an attempt is made to identify latent factors that influence various measurable characteristics. Gonzalez and Bello's approach is used in factor analyzing the responses to identify prominent influencing factors behind the adoption of E‐detailing by pharmaceutical companies.

Findings

As viewed by the company personnel, managerial readiness, operational capabilities, audience acceptance and market accessibility are the most important factors responsible for proper acceptability of E‐detailing program. Other motivators are convenience mode of communication, brand acceptance in the market, a deep relationship development with target physicians. This has a positive impact on the profit curve of the companies.

Practical implications

Results from this study will help pharmaceutical companies operating in India to understand factors influencing scope and acceptability of E‐detailing as an important marketing communication tool. Pharmaceutical companies may chart their strategic communication roadmap in line with the same.

Originality/value

In this paper, we have identified factors responsible for acceptance and execution of E‐detailing as a pharmaceutical marketing communication tool. These factors may be tested in different countries and intensity may be analyzed beyond country boundaries.

Keywords

Citation

Banerjee, S. and Dash, S.K. (2011), "Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India: Views of the company personnel", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 5 No. 2, pp. 153-168. https://doi.org/10.1108/17506121111149253

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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