Journal article
Characteristics of Physicians Targeted by the Pharmaceutical Industry to Participate in E-detailing
Health marketing quarterly, Vol.26(2), pp.98-116
05/08/2009
DOI: 10.1080/07359680802619792
PMID: 19408179
Abstract
Electronic detailing (e-detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel through which to promote pharmaceutical products to physicians. E-detailing involves using digital technology, such as Internet, video conferencing, and interactive voice response, by which drug companies target their marketing efforts toward specific physicians with pinpoint accuracy. A mail survey of 671 Iowa physicians was used to gather information about the physician characteristics and practice setting characteristics of those who are usually targeted by pharmaceutical companies to participate in e-detailing. A model is developed and tested to explain firms' targeting strategy for targeting physicians for e-detailing.
Details
- Title: Subtitle
- Characteristics of Physicians Targeted by the Pharmaceutical Industry to Participate in E-detailing
- Creators
- Fadi M. Alkhateeb - University of CharlestonNile M. Khanfar - Nova Southeastern UniversityWilliam R. Doucette - University of IowaDavid Loudon - Samford University
- Resource Type
- Journal article
- Publication Details
- Health marketing quarterly, Vol.26(2), pp.98-116
- Publisher
- Taylor & Francis Group
- DOI
- 10.1080/07359680802619792
- PMID
- 19408179
- ISSN
- 0735-9683
- eISSN
- 1545-0864
- Language
- English
- Date published
- 05/08/2009
- Academic Unit
- Pharmacy Practice and Science
- Record Identifier
- 9984366030402771
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