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Summary
e-Detailing is currently under consideration by many Pharmaceutical companies as a way to maximize sales force time, cut costs and increase physician prescribing. e-Detailing is not a single entity but can take many different forms: from remote live discussion with a sales rep to a purely scripted interaction with a Web site or an Interactive Voice Response phone line. Most e-Detailing models have been tried in the US and only some models such as some forms of Scripted e-Detailing have been shown by independent studies to increase prescribing compared to traditional detailing methods.
e-Detail models from the US are starting to become available in Europe where there are tighter regulations concerning physician promotions that make it harder to incentivise physicians to participate in e-Detailing. Also, each e-Detail model differs in its popularity and applicability to specific physicians; for example, GPs are more easily accessed than specialists in Scripted e-Details. Therefore, Pharmaceutical companies need to consider their e-Detailing options carefully to choose a model that will be right for their particular product, target physician group and country. Many Pharmaceutical companies are simply starting a pilot with one or two models but this will not necessarily be sufficient to reach a conclusion for all cases.
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