Abstract
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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Harindranath RM, Sivakumaran B (2021) Pharmaceutical promotion: a literature review and research agenda. New Tech Brand Manag Healthc Sect 44–63
Banerjee S, Dash SK (2011) Effectiveness of e-detailing as an innovative pharmaceutical marketing tool in emerging economies: views of health care professionals of India 11(3):204–214. https://doi.org/10.1177/1745790411413631
Bernewitz T (2001) e-Detailing: where does it fit in pharmaceutical sales. ZS Assoc 1–10
Gönül FF, Carter FJ (2009) Impact of e-detailing on the number of new prescriptions. Heal Care Manag Sci 13(2):101–111
Heutschi R, Legner C, Schiesser A, Barak V, Österle H (2016) Potential benefits and challenges of e-detailing in Europe 3(4):263–273. https://doi.org/10.1057/palgrave.jmm.5040130
Sridhar S, Mantrala MK, Albers S (2014) Pharmaceutical detailing elasticities: a meta-analysis, 531–556
Alkhateeb FM, Doucette WR (2009) Influences on physicians’ adoption of electronic detailing (e-detailing) 34(1):39–52. https://doi.org/10.1080/17538150902779402
Nandy M, Pal B (2015) Pharmaceutical marketing and product promotion: a paradigm shift in indian pharmaceutical industry (IPI). Adhyayan A J Manag Sci 5(02):27–40
Prounis C (2003) What doctors want. Pharm Exec 23(5):12–23
Al-Areefi MA, Hassali MA, Mohamed Ibrahim MIB (2013) Physicians’ perceptions of medical representative visits in Yemen: a qualitative study. BMC Heal Serv Res 13(1):1–8
Molloy W et al (2002) Assessing the quality of drug detailing. J Clin Epidemiol 55(8):825–832
Ventura K, Baybars M, Dedeoglu AO (2012) A new debate for Turkish physicians: e-detailing. Health Mark Q 29(4):362–377
Montoya ID (2008) E-detailing: information technology applied to pharmaceutical detailing. Expert Opin Drug Saf 7(6):635–641
Davidson T, Sivadas E (2004) Details drive success. Physicians are responding to electronics sales calls. Mark Health Serv 24(1):20–25
Kwak E-S, Chang H (2016) Medical representatives’ intention to use information technology in pharmaceutical marketing. Healthc Inform Res 22(4):342–350
Zhadko SV, Mostafa A (2018) The possibilities of using information and communication technologies in the work of medical representatives
Parekh D, Kapupara P, Shah K (2016) Digital pharmaceutical marketing: a review. Res J Pharm Technol 9(1):108–112
Kaplan AM, Haenlein M (2010) Users of the world, unite! The challenges and opportunities of Social Media. Bus Horiz 53(1):59–68
Jawaid M, Ahmed SJ (2018) Pharmaceutical digital marketing and its impact on healthcare physicians of Pakistan: a national survey. Cureus 10(6)
Boehm EW, Brown EG, Molvar K (2001) Pharma’s detailing overhaul. Forrester Rep
Bates A, Bailey E, Rajyaguru I (2002) Navigating the e-detailing maze. J Med Mark 2(3):255–262
Trucco MY, Amirkhanova S (2006) Transforming pharmaceutical marketing through e-detailing: case studies and recommendations. In: The 8th IEEE international conference on e-commerce technology and the 3rd IEEE international conference on enterprise computing, e-commerce, and e-services (CEC/EEE’06), 2006, p 25
Nalini R, Alamelu R, Amudha R, Badrinath, Ganesh Kumar D (2017) E-detailing—empowering doctors in digital era. Res J Pharm Technol 10(8):2663–2667
Gleason M (2001) Internet detailing opens the doctor’s door as this case study shows, the use of cyberspace technology to reach target physicians can give companies a competitive edge with a positive return on investment. Med Mark Media 36(1):80–87
McKillen D (2002) E-detailing gaining acceptance among physicians an e-detailing study conducted by Manhattan research shows that physicians are embracing this mode of detailing in increasing numbers. Med Mark Media 37(9):10–13
Hincapie A et al (2021) Perceptions of the provision of drug information, pharmaceutical detailing and engagement with non-personal promotion at a large physicians network: a mixed-methods study. BMJ Open 11(1):e041098
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Saha, S.K., Sarangi, A., Munjal, S., Dhar, P., Jha, A. (2023). Preferences in the Detailing Process Among Young and Senior Physicians. In: Deva Sarma, H.K., Piuri, V., Pujari, A.K. (eds) Machine Learning in Information and Communication Technology . Lecture Notes in Networks and Systems, vol 498. Springer, Singapore. https://doi.org/10.1007/978-981-19-5090-2_8
Download citation
DOI: https://doi.org/10.1007/978-981-19-5090-2_8
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-19-5089-6
Online ISBN: 978-981-19-5090-2
eBook Packages: EngineeringEngineering (R0)