47% of Doctors Have Participated in e-Detailing at Least Once

by Dave Emery

Nearly half of the physicians surveyed in the Kantar Media Sources & Interactions Study, March 2013 – Medical/Surgical Edition say that have participated in a pharmaceutical manufacturer e-detail presentation.

About 8% participated in e-detailing within the last month, 13% participated 1-3 months ago, 6% participated 4-6 months ago and 21% participated more than 6 months ago. Physicians said that they spend an average of 10 minutes during an e-detail presentation, with one-quarter (26%) averaging less than 5 minutes per presentation.

Trending data shows that more physicians are participating in e-detailing. In 2009, less than one in four doctors admitted to participating in an e-detailing presentation. That number has more than doubled, according to this year’s study. 

Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 21 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help manufacturers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians’ (and other healthcare professionals’) information inventory.

To find out more about the study and specialty-specific data, let us know.