Characteristics of physicians targeted by the pharmaceutical industry to participate in e-detailing.
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.
Alkhateeb
Fadi M
FM
College of Pharmacy, University of Charleston, Charleston, West Virginia 25304, USA. fadialkhateeb@ucwv.edu
Khanfar
Nile M
NM
Doucette
William R
WR
Loudon
David
D
D003625:Data Collection; D004345:Drug Industry; D005260:Female; D006040:Goals; D006801:Humans; D020407:Internet; D007484:Iowa; D008297:Male; D040541:Marketing / Q000379:methods*; D008875:Middle Aged; D008962:Models, Theoretical; D010820:Physicians; D014481:United States