TABLE 1 - uploaded by Ayla Dedeoglu
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Source publication
The study presents an empirical analysis of the attitudes of Turkish physicians towards e-detailing practices compared to face-to-face detailing. The findings reveal that although physicians have positive attitudes toward e-detailing, on some points they are still undecided and/or have doubts. The structural model revealed that affect, convenience,...
Context in source publication
Context 1
... that aim to measure the attitudes were adapted from Caudill et al. (1996) and Davidson and Sivadas (2004). Profile of the sample appears in Table 1. Of the respondents, 30% were reluctant to provide their departments; the reason for this reluctance may be attributed to the consequences of their direct relations with the PSRs. ...
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Citations
... The effects of marketing are very limited under such restrictive conditions [5]. To be more precise, the efficiency of face-to-face detailing is dropping due to increased costs for MRs [6], limitations in interactions between doctors and MRs, time constraints of doctors, etc., and despite making huge investments, the practical effectiveness does not live up to expectations [7]. In response, due to the rapid development of information and communication technologies (ICT), pharmaceutical companies have developed electronic detailing (e-detailing) utilizing ICT in pharmaceutical marketing as an alternative to face-to-face detailing [2,5,6,8]. ...
... To be more precise, the efficiency of face-to-face detailing is dropping due to increased costs for MRs [6], limitations in interactions between doctors and MRs, time constraints of doctors, etc., and despite making huge investments, the practical effectiveness does not live up to expectations [7]. In response, due to the rapid development of information and communication technologies (ICT), pharmaceutical companies have developed electronic detailing (e-detailing) utilizing ICT in pharmaceutical marketing as an alternative to face-to-face detailing [2,5,6,8]. ...
Objectives
Electronic detailing (e-detailing), the use of electronic devices to facilitate sales presentations to physicians, has been adopted and expanded in the pharmaceutical industry. To maximize the potential outcome of e-detailing, it is important to understand medical representatives (MRs)' behavior and attitude to e-detailing. This study investigates how information technology devices such as laptop computers and tablet PCs are utilized in pharmaceutical marketing, and it analyzes the factors influencing MRs' intention to use devices.
Methods
This study has adopted and modified the theory of Roger's diffusion of innovation model and the technology acceptance model. To test the model empirically, a questionnaire survey was conducted with 221 MRs who were working in three multinational or eleven domestic pharmaceutical companies in Korea.
Results
Overall, 28% and 35% of MRs experienced using laptop computers and tablet PCs in pharmaceutical marketing, respectively. However, the rates were different across different groups of MRs, categorized by age, education level, position, and career. The results showed that MRs' intention to use information technology devices was significantly influenced by perceived usefulness in general. Perceived ease of use, organizational and individual innovativeness, and several MR characteristics were also found to have significant impacts.
Conclusions
This study provides timely information about e-detailing devices to marketing managers and policy makers in the pharmaceutical industry for successful marketing strategy development by understanding the needs of MRs' intention to use information technology. Further in-depth study should be conducted to understand obstacles and limitations and to improve the strategies for better marketing tools.
Detailing is the method of communication in which a healthcare professional is conveyed about a product of a pharmaceutical industry. It is important to understand the preferences of physicians in the detailing process as physician have to cater to the treatment of patients and also keep themselves updated about the advancements made in the pharmaceutical industry. Hence, this study aims to highlight the preferences of physicians in the detailing process based on two different age groups of physicians, young and adult. Seven parameters: convenience of timing, day, interaction time, technology failure, duration of detailing, personalized information and social interaction skills of medical representatives were taken for the study. 425 physicians were approached, and their viewpoints were taken on a seven point Likert scale for the variables identified for the study. It was found that physicians above 45 years are more flexible in providing time to the medical representatives than physicians of age 25–45, and they expect more personalized information.Keywordst-test analysisTraditional detailingElectronic detailingPhysicianPersonalized information
Pharmaceutical corporations provide promotional inputs to physicians and advertise their medicines and other products with the help of detailing. The objective of the study is to determine if preference of the physicians for traditional detailing is an outcome of select benefits sought. Seven benefits that are frequently requested by physicians were identified and their preference for traditional detailing was measured using a seven-point Likert scale with the help of a questionnaire. 384 samples were taken from non-allopathic practitioners. A regression analysis was done with traditional detailing as the dependent variable and the benefits sought as the independent variables. It was found that preference for traditional detailing had strong linkage with certain benefits, important to the physicians like social interaction with MR, possibility of technology failures, and personalized information.KeywordsTraditional detailingE-detailingPhysicianRegressionMedical representativeInformation
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.
