Will Doctors Who Have Participated in e-Detailing Continue to Participate?

by Dave Emery

More than three in four physicians that have participated in e-detailing say they will participate again in the future, according to the Kantar Media Sources & Interactions Study, March 2013 – Medical/Surgical Edition.

Yet 53% of doctors haven’t ever participated in a pharmaceutical manufacturer e-detail presentation, and only 27% did so within the past six months.  Interestingly, three out of ten doctors don’t see sales reps, and among this group, three in ten have participated in e-details, suggesting that this tactic is reaching an audience that in-person detailing alone can’t.

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.