Electronic Detailing




A recent analysis from Manhattan Research revealed that physician participation in edetailing programs remained stagnant between 2005 and 2006 as a result of a decline in edetailing invitations sent out to physicians. This stagnation highlights the reality that many companies are experiencing – that edetailing alone does not suffice as an online relationship strategy for the physician market.

Manhattan Research reports that the next generation of the “e” relationship between pharmaceutical companies and physicians will expand beyond just edetailing programs containing promotional material, and will instead move toward full-service portals that offer a range of services and information for physicians. Current examples of such full service portals include Pfizer MEDNET and MerckServices.com.

Electronic Detailing analyses are derived from the ePharma Physician and Taking the Pulse U.S., annual multi-client research services of Manhattan Research. For more information, please complete the form below, call 1.888.680.0800, or email sales@manhattanresearch.com. 

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Electronic detailing has emerged as a viable, compelling option for sending promotional content to physicians while also leveraging the new media opportunities afforded by technology. Although edetailing can encompass a range of technology-assisted promotional activities, this module will focus on Web-based electronic details – specifically, trends and adoption of the various types of edetails available; an examination of the emerging role of the edetail as a complementary promotional outlet (rather than a sales rep replacement); how to design the best edetail for your target audience; and the role of incentives in attracting participation in edetailing programs.