eDetailing: Reducing Costs and Improving the Effectiveness of the Detailing Process

Introduction

The quality of detailing sessions is dropping due to the increasingly limited time sales representatives have with physicians. To help address this problem and reverse the decline in detailing productivity, technology-based solutions, such as eDetailing, have arisen. If used appropriately, eDetailing can offer physicians high-quality information in a convenient and interactive format.

Scope

• Examines the problems traditional detailing currently faces and how the concept of eDetailing can address some of these issues
• Evaluates several promising formats of eDetailing based on their level of interactivity and content
• Presents detailed analysis on the penetration and attitudes of physicians towards eDetailing in the US, France, Germany, Italy, Spain and the UK
• Examines the eDetailing vendor market and provides general strategies for best practices in eDetailing based on future trends

Highlights

The fall in return on investment from physician detailing is due to increasing costs and decreasing effectiveness of sales calls. eDetailing presents an opportunity for pharmaceutical companies to reduce their sales force expenses without losing sales. The growing number of physicians with daily online access represents a significant opportunity.

Although eDetailing programs have evolved considerably in recent years, there is a substantial proportion of physicians who have yet to use them. Pharmaceutical companies will seek to reach more physicians with their eDetailing initiatives. The US will serve as the pioneer with respect to adoption; however, European countries will follow suit.

To help drive participation in eDetailing programs, additional value-adding services may be integrated with eDetailing. The provision of multiple services offers physicians greater convenience and time-savings. There are several services that fit well with eDetailing, including eCME, eSampling and online forums.

Reasons to Purchase

• Determine the current and prospective opportunities to use eDetailing as a marketing channel to reach your targeted physician audiences
• Understand the eDetailing vendor market, which may be divided into specialist eDetailing providers and service companies with an eDetailing solution
• Learn how the eDetailing marketplace will prospectively evolve and what the key elements for successful eDetailing initiatives are