Potential benefits and challenges of e-detailing in Europe
Journal
International Journal of Medical Marketing
ISSN
1469-7025
Type
journal article
Date Issued
2003-09-01
Author(s)
Research Team
BN2, IWI2
Abstract (De)
E-detailing, which is understood to mean an IT-supported sales dialogue via the Internet, has mainly been an issue in the USA in the last few years, where it has been heavily pushed by service providers. Recently, Europe has also seen more and more pharmaceutical companies expanding their conventional pharmaceutical product marketing to include electronic channels for interacting with their customers. It has been shown, however, that the approaches and experience in the USA are not readily transferable to Europe: legal restrictions, more heterogeneous markets, the novelty of communication channels and a lack of platform providers make it harder for pharmaceutical companies to exploit the potential of e-detailing. The findings of a study conducted between summer 2002 and spring 2003 suggest that electronic opportunities for customer contact and interaction should be embedded in a more comprehensive spectrum of services supporting customers in their daily processes, which goes beyond straightforward product promotion.
Language
English
Keywords
Electronic Detailing
eDetailing
Altana Projekt
HSG Classification
not classified
Refereed
No
Publisher
Stewart
Publisher place
London
Volume
3
Number
4
Start page
263
End page
273
Pages
11
Subject(s)
Division(s)
Eprints ID
196976
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ijmm_potential_34_hoe.pdf
Size
131.99 KB
Format
Adobe PDF
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