For Healthcare & Life Sciences Professionals

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	May 2, 2005 Doctors Say eDetailing's Influence Increases Physicians Weigh In On The Value Of Online Pharma Promotions by Elizabeth Boehm with Bradford J. Holmes, Shivika Asthana, Sara E. McAulay

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Executive Summary

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.

TABLE OF CONTENTS

• eDetailing Dwells On The Fringe Of Physician Marketing
• eDetailing's Influence Will Expand Over The Next Decade

RECOMMENDATIONS

• Pharma Marketers Must Integrate eDetailing With Other Media
• Supplemental Material
• Related Research Documents

This is an excerpt

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