Healthy Skepticism Library item: 15605

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Alkhateeb FM, Khanfar NM, Doucette WR, Loudon D.
Characteristics of Physicians Targeted by the Pharmaceutical Industry to Participate in E-detailing.
Health Mark Q. 2009 Apr; 26:(2):98-116
http://www.ncbi.nlm.nih.gov/pubmed/19408179

Abstract:

Electronic detailing (e-detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel through which to promote pharmaceutical products to physicians. E-detailing involves using digital technology, such as Internet, video conferencing, and interactive voice response, by which drug companies target their marketing efforts toward specific physicians with pinpoint accuracy. A mail survey of 671 Iowa physicians was used to gather information about the physician characteristics and practice setting characteristics of those who are usually targeted by pharmaceutical companies to participate in e-detailing. A model is developed and tested to explain firms’ targeting strategy for targeting physicians for e-detailing.