Executive Summary (This is a document excerpt)

Thirty percent of MDs responding to the American Medical Association/Forrester Research 2005 Physicians And Technology Study say they've participated in eDetails. While modest total participation rates still leave some share-focused product managers cold, physicians' actions and attitudes suggest that eDetailing is here to stay. To maximize the value of this channel in the marketing mix, pharma execs must break down the boundaries between eDetailing and traditional media to craft integrated, one-to-one promotional strategies for their top decile prescribers.

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