Outlook for eDetailing: What does Next Generation eDetailing Look Like?

Published by: Datamonitor

Published: Sep. 14, 2006

Table of Contents

ABOUT DATAMONITOR

OVERVIEW

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Introduction

Scope of this report

Research and analysis highlights

Key reasons to read this report

Abstract

Brand teams can use eDetailing to expand physician coverage and improve the quality of the services provided to dedicated prescribers. However, despite early positive indications within the market, Datamonitor finds that many physicians have lost interest in receiving information through eDetailing channels.

• Insight into the role mobile technology is playing in the uptake of novel eDetailing formats
• Discussion of how physicians continue to expect to be incentivized in order to participate in an eDetail
• Analysis of physicians' experiences with the quality and delivery of seven different types of eDetailing sessions
• Examination of the several key ways to better target physicians who would be open to participating in eDetails

Datamonitor finds that the types of eDetailing that is used by most physicians (e.g. online slideshow presentations and interactive websites) are not necessarily the types of details that physicians report to be of the highest quality or most ideal mode of delivery.

Datamonitor finds that the provision of honoraria, or medically relevant gifts, is the incentive preferred by the greatest number of surveyed physicians across the US, Western Europe and Japan. Furthermore, the lack of honoraria is a key reason physicians cite for restricting the uptake of eDetailing in general.

Datamonitor finds that eDetails delivered via handheld computers or mobile phones were accessed by only about 10% of surveyed physicians in the US; however, of those 10% most ranked these sessions near excellent in quality and delivery combined.

• Identify critical factors that restrict the uptake of eDetailing among physicians in key markets
• Understand what makes an eDetailing session superior in both quality and delivery in the eyes of physician in the US, Western Europe and Japan
• Target physicians who are interested in eDetails more effectively by leveraging preferred methods of contact

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