Strategic Analysis of the eDetailing Market in the Pharmaceutical Industry in Europe

Published by: Frost & Sullivan

Published: Jul. 12, 2004

Table of Contents

Abstract

eDetailing services have found ready takers in many European pharmaceuticals companies wishing to deliver high-quality valuable brand information to healthcare professionals. However, widespread adoption of the service is being hindered by the low awareness of eDetailing across senior level management in pharmaceutical companies. The majority of pharmaceuticals in Europe implement eDetailing campaigns as local projects but not for pan-European and global scale projects. Although pharmaceutical companies have taken several initiatives to deploy eDetailing in various European countries, increased efforts are required to harness its full potential. Awareness campaigns at various events such as symposiums and conferences are expected to increase adoption rates throughout Europe.

This strategic analysis explores the current eDetailing market in the European pharmaceutical industry and discusses prevailing industry challenges. It presents a strategic approach to the development and execution of eDetailing campaigns and provides a diagrammatic presentation of the steps involved in successful eDetailing campaigns.

Healthcare Professionals Implement eDetailing to Reduce the Odds of Alienating Customers

"Pharmaceutical companies in Europe are now increasingly adopting eDetailing as a part of their main marketing mix, to deliver high-quality valuable brand information to the healthcare professionals," says the analyst. The drive for meeting healthcare professionals’ satisfaction levels and thus maintaining a good relationship with them in a cost-effective manner is driving the implementation of electronic channels such as eDetailing.

The priority given by healthcare professionals to a convenient electronic sales and marketing tool delivering quality brand information is a major factor driving the adoption of eDetailing. The likely implementation of new technologies such as personal digital assistant (PDA)/mobile technology and integrated digital television (iDTV) in future is expected to further drive uptake.

European eDetailing Market Poised for Rapid Growth

The European eDetailing market is currently growing at approximately 80 per cent per annum. Many pharmaceutical companies have initiated pilot level projects, while some are beyond the pilot stage and have already implemented eDetailing services. eDetailing is acknowledged as an important sales and marketing tool for wider coverage during brand promotion to the potential high prescribers and hard-to-reach healthcare professionals, and thus, in turn, for building market shares.

"As awareness about eDetailing spreads, eDetailing expenditure is expected to grow from 1.0 percent to nearly 5.0 to 6.0 percent of the total pharmaceutical promotional budget in the coming two to three years," notes the analyst.

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