Electronic Detailing

Table of Contents for Electronic Detailing

TABLE OF CONTENTS:

ACTION POINTS

Scope of the report

Two key things you need to know about the eDetailing market in the US and Europe

The eDetailing vendor market in the US will continue to consolidate over the next few years as key players merge and lesser players exit the market. Reluctance on the part of individual pharmaceutical companies to commit fully to individual eDetailing vendors will help ensure that competition and innovation remains high

The eDetailing vendor market in Europe will continue to be defined by local players within individual geographic markets in the short term. Ultimately, however, opportunities for international vendors to gain leverage within individual markets will depend heavily on how well-served those markets are by local eDetailing companies

THE ELECTRONIC DETAILING MARKET

Introduction

The role of detailing sessions in pharmaceutical sales and marketing

Bringing together traditional and electronic detailing models

Many PCPs feel that the traditional face-to-face detailing model is not fully comprehensive

Electronic detailing makes the detailing process less biased and more interesting

The current market for eDetailing in the US and Europe

Primary care physicians from the US are interested in receiving details via interactive websites and live video formats

eDetailing services are more frequently used in Europe than in the US

Best practices in the application of eDetailing technology

Current approaches to eDetailing

Interactive websites

Rep-assisted live eDetailing

Integration of additional services

Incentives are generally expected

eSampling adds value to eDetailing sessions

Vendor market

Key players within the eDetailing market in the US

Aptilon Health

Closerlook

Group DCA

Lathian

Physicians Interactive

marketRx

Medsite

Case study: Medsite's Interactive Detail (iDetail) and promotional platform

The eDetailing market in Europe

Doctors.net.uk

Case study: Doctors.net.uk - eRep: the Electronic Sales Representative

THE FUTURE DECODED

Outlook for the eDetailing Market

Conclusion

APPENDIX

List of figures

References

Relevant links

Research methodology

Physician Insight Survey 2004

How to contact experts in your industry

List of Figures

Figure 1: The number of physicians that would like to use eDetailing in the future will continue to grow

Figure 2: Many physicians in all surveyed countries feel that information provided during live details from a pharmaceutical sales representative can be biased

Figure 3: Physicians from the US and across Europe generally agree that eDetailing adds value to the overall detailing process

Figure 4: Barriers restricting the uptake of eDetailing services by physicians include concerns about connectivity and security

Figure 5: The majority of US physicians surveyed report having participated in eDetailing sessions once per month or less

Figure 6: Surveyed PCPs from the US are most likely to have used interactive websites or live video detailing to receive drug details in the past

Figure 7: All PCPs from the US who would like to use eDetailing in the future would like to do so using an interactive website

Figure 8: PCPs from Europe were more likely than PCPs from the US to participate in eDetailing sessions on a frequent or daily basis

Figure 9: Similar to PCPs from the US, many PCPs from Europe have used either interactive websites or live video detailing to receive drug details

Figure 10: With the exception of Spain, interest in using eDetailing in the future was found to be slightly higher in the European countries surveyed than in the US

Figure 11: The majority of European physicians surveyed who reported they would like to use eDetailing services in the future would like to do so through interactive websites

Figure 12: Nearly all physicians surveyed have access to a computer with Internet access both at work and at home

Figure 13: Physicians in all surveyed countries have a strong interest in using eSampling services in the future

Figure 14: Market share and profitability of Product X was increased through the use of Medsite's iDetail promotional platform

Figure 15: The prescribing behavior of participating physicians was influenced through the use of Doctors.net.uk's eRep promotional platform

Figure 16: eDetails provide physicians with information that they are already frequently searching for

Figure 17: Most physicians search for health information either after work or on the weekends

Figure 18: On average, physicians who have participated in an eDetailing session in the past are split as to whether or not they would like to use eDetailing in the future

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