E-Detailing
From Wikipedia, the free encyclopedia
E-Detailing is the digital equivalent of the interaction between a pharmaceutical sales person and a physician. It uses Internet-enabled technology to supplement and reinforce the marketing campaign. E-Detailing is closely connected to CRM-systems of companies allowing a marketing approach for every single customer.
In an E-detail, the physician will connect to a company's (or a marketing supplier's) website. The physician will interactively engage with the website, reviewing content that the pharmaceutical marketer deems appropriate to the physician. This might include things like recent summaries from a conference, a review of publications related to the brand, scientific information relevant to the physician's practice, important changes in the administration or use of the drug or device, information related to managing or diagnosing patients for a given disease, or a web video recording a prominent physician discussing the therapy options.
The E-detail is typically available 24 hours a day, 7 days a week, so that the physician can engage the medium directly. [1] Because it is an interactive medium, the belief is that the physician will be more engaged in the messages that she or he is exposed to and thus the message will have higher salience and retention.
