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eDetailing: Maximizing Impact with Physician-Centered StrategiesPublished by: Datamonitor Published: Oct. 31, 2001 - 34 Pages Table of ContentsDATAMONITOR HEALTHCARE ACTION POINTS Outline of the brief Four key things you need to know about eDetailing Pharmaceutical companies must capitalize on the huge opportunity that exists to reach physicians through eDetailing channels as alternative channels become increasingly important in maintaining share of voice with targeted physician groups Considering the important role that sample availability plays in the prescribing decisions of US physicians, pharmaceutical companies must ensure that eDetailing initiatives include provisions to allow physicians continued access to product samples Time spent with physicians in traditional detailing meetings should partially be dedicated to the introduction of eDetailing options, as getting physicians over the initial hurdle of trying eDetailing represents a major step in driving adoption Considering the importance that physicians place on sample availability, pharmaceutical companies should include functions for sample requests and contacting SRs in their eDetailing programs eDETAILING Introduction Methodology Physician opinions of eDetailing: how does experience impact perceptions? Most physicians would like to be offered eDetailing eDetailing is increasing in penetration internationally, however, only a minority of physicians have any experience with the practice Opinions/expectations of eDetailing depend on experience The positive aspects of eDetailing have more impact on physicians' opinions than the negative characteristics Many more physicians would find value in eDetailing than have been offered the opportunity to participate Implementation Why eDetail?: Sales representatives are being turned away, physicians need a more convenient option What factors impact the prescribing decision? The importance of samples How viable is the concept of sample vouchers? Choosing the right type of eDetailing THE FUTURE DECODED International expansion of eDetailing campaigns US growth pattern APPENDIX Datamonitor's eHealthInsight Business Unit Table of figures Research methodology SPP writing team How to contact experts in your industry (c) Datamonitor 2001. All Rights Reserved. AbstracteDetailing: Maximizing Impact with Physician-Centered Strategies begins with a thorough analysis of physicians’ opinions of, experiences with and reactions to varying eDetailing initiatives. The brief provides an international perspective, comparing the experiences and opinions of physicians from the US, UK, Germany and France. The brief considers which factors of eDetailing are most pivotal in shaping physicians’ overall perceptions of the practice, comparing those physicians who have had experience with eDetailing with those who have not. eDetailing: Maximizing Impact with Physician-Centered Strategies continues with an analysis of the factors, such as sample availability, that impact physicians’ prescribing decisions and a discussion of how these factors relate to eDetailing strategies. The brief then compares various eDetailing strategies and their capabilities, discussing the importance of relating the specific characteristics of a particular form of eDetailing with the positioning of the product to be detailed and the desired outcome of the campaign. Finally, the brief moves to the future outlook for eDetailing, considering the impact of the various relationships and joint ventures being established at this time on the eDetailing marketplace.Get Full Details About This Report >> |
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