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