e-detailing, e-CME and PDA's make headway in pharmaceutical promotion
"There are five major e-detailing companies who have bagged nice pilot projects from some 10 pharmaceutical companies," said Dilip Phadnis, President of Rowin Group. "However, unless their service is properly targeted, these vendors will not get a significant position in the 2002 promotional plans which will be drafted this Fall."
The Rowin Group is in the process of conducting a major physician based survey focusing on physician attitudes and reactions to e-detailing and other e-promotion tools. A brochure detailing the study, which is titled "e-Detailing, e-CME, PDAs and Other e-Promotional Tools Physicians Attitudes and Experiences, and Role in Pharmaceutical Promotion," can be obtained by visiting eyeforpharma.com
The survey will be conducted with primary care physicians and specialists such as oncologists, endocrinologists and cardiologists and will incorporate the use of focus groups and online questionnaires. PDA based promotional partnerships and e-CME are being offered by 40 and 150 companies respectively. The study will provide insights regarding physician attitudes and reactions to these tools so that pharmaceutical marketers can consult accurate criteria in the selection of these vehicles for the promotion of their brands.
The Rowin Group is a consulting company servicing more than 50 pharmaceutical companies.