Outlook for eDetailing: What does Next Generation eDetailing Look Like?

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Publication Date: 2006-09-14

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Brand teams can use eDetailing to expand physician coverage and improve the quality of the services provided to dedicated prescribers. However, despite early positive indications within the market, Datamonitor finds that many physicians have lost interest in receiving information through eDetailing channels.

Scope

Insight into the role mobile technology is playing in the uptake of novel eDetailing formats

Discussion of how physicians continue to expect to be incentivized in order to participate in an eDetail

Analysis of physicians' experiences with the quality and delivery of seven different types of eDetailing sessions

Examination of the several key ways to better target physicians who would be open to participating in eDetails

Report Highlights
Datamonitor finds that the types of eDetailing that is used by most physicians (e.g. online slideshow presentations and interactive websites) are not necessarily the types of details that physicians report to be of the highest quality or most ideal mode of delivery.

Datamonitor finds that the provision of honoraria, or medically relevant gifts, is the incentive preferred by the greatest number of surveyed physicians across the US, Western Europe and Japan. Furthermore, the lack of honoraria is a key reason physicians cite for restricting the uptake of eDetailing in general.

Datamonitor finds that eDetails delivered via handheld computers or mobile phones were accessed by only about 10% of surveyed physicians in the US; however, of those 10% most ranked these sessions near excellent in quality and delivery combined.

Reasons to Purchase

Identify critical factors that restrict the uptake of eDetailing among physicians in key markets

Understand what makes an eDetailing session superior in both quality and delivery in the eyes of physician in the US, Western Europe and Japan

Target physicians who are interested in eDetails more effectively by leveraging preferred methods of contact

DATAMONITOR VIEW - page 1
- CATALYST - page 1
- SUMMARY - page 1
- METHODOLOGY - page 1
PHYSICIAN INSIGHT: HOW INFLUENTIAL IS EDETAILING AT THE POINT-OF-CARE? - page 2
- Introduction - page 2
  - Far fewer physicians have adopted the use of eDetailing on a regular basis then was hoped in the eDetailing market's infancy - page 2
- Traditional approaches to detailing continue to lose ground - page 3
  - Live details have to compete with the relevance and comprehensiveness of information found online - page 3
  - Physicians are most likely to actively seek health information after work and on weekend - page 4
  - Use of Internet-enabled mobile solutions is on the rise - page 5
- eDetailing at the Point-of-Care and Beyond - page 6
  - eDetailing sessions move into the work day - page 6
  - Wireless that is unavailable or unreliable limit workplace eDetailing applications - page 7
  - Can eDetails compete with other factors at the point of care? - page 8
  - eSamples and other honoraria add value to traditional and eDetails - page 10
EDETAILING TODAY: HOW DO PHYSICIANS RATE THE QUALITY AND DELIVERY OF TECHNOLOGY ENABLED DETAILS? - page 13
- Targeting physicians with eDetails - page 13
  - Approximately one-half of the physicians who have participated in an eDetailing session would not like to use eDetailing in the future - page 13
  - Few physicians have participated in an eDetailing session during the past year - page 14
  - Physicians who have participated in an eDetailing session during the past year are more likely than physicians who have not to be "other" than primary care physicians. - page 15
  - Physicians who have participated in an eDetailing session during the past year are more likely than physicians who have not to use the Internet for work-related purposes 7 or more hours per week. - page 16
  - Physicians who have participated in an eDetailing session during the past year are more likely than physicians who have not to be primarily office, rather than hospital, based. - page 17
  - Physicians who have participated in an eDetailing session during the past year are more likely than physicians who have not to have access to Internet-enabled mobile phones and handheld computers. - page 18
- Current approaches to eDetailing - page 18
  - eDetailing can be provided in several different formats, varying in the delivery, level of interactivity and content - page 18
  - Online slideshow presentations - page 19
  - Interactive websites - page 20
  - Rep-assisted telephone - page 21
  - Live video - page 22
  - Handheld presentations - page 23
  - Mobile phones - page 24
  - Interactive digital television - page 25
- Are eDetails Missing the Mark? - page 26
  - Physicians' favorites based on combination of quality and delivery - page 26
  - Reconciling differences in physicians' experiences and demands - page 27
THE FUTURE DECODED: WHERE ARE THE OPPORTUNITIES IN THE EDETAILING MARKET? - page 29
- Targeting the Reluctant Physician - page 29
  - Physicians are dissatisfied with the value gained from eDetailing sessions - page 29
  - Time, lack of incentives and poor quality of eDetailing presentations limit uptake by healthcare professionals - page 29
  - Vendors have failed to leverage new technologies effectively - page 30
- Realigning deliverables with physician demand - page 30
  - Despite admitted benefits, physician continue to limit their participation in eDetailing - page 30
  - eDetails must take advantage of new technologies to move away from static slideshow like presentations - page 31
  - An opportunity exists to expand use of eDetails, as few physicians believe that eDetailing has no value - page 32
- Word-of-mouth as a method of recruitment - page 33
  - Pharmaceutical sales representatives are slightly less influential on physicians than their peers - page 33
  - Peer-to-peer recruitment is the most influential method of reaching healthcare professionals in all markets - page 34
  - No longer limited to verbal exchanges, "word-of-mouth" also includes Internet-enabled communication including emails and online forums - page 34
  - Invitation to participate in eDetailing sessions delivered by word-of-mouth are valued by physicians in the US and Western EU above all methods of recruitment, with the exception of email - page 35
APPENDIX - page 36
- Datamonitor eHealth Physician Insight Surveys, 2004 - 2005 - page 36
- Related Datamonitor eHealthInsight research, 2005 - 2006 - page 36
- Analyst contacts - page 38

List of Figures
Figure 1: Just over one-half of surveyed physicians feel that information provided during live details by pharmaceutical sales representatives is either relevant to their prescribing patterns or fully comprehensive - page 4
Figure 2: Physicians prefer to search for health information after work or on the weekends - page 5
Figure 3: The majority of surveyed physicians in the US have an Internet-enabled computer at work and/or at home - page 6
Figure 4: More physicians report using a desktop or laptop computer to participate in detailing sessions during working hours than report using any other medium for the same purpose - page 7
Figure 5: Fewer physicians from Japan report that a wireless connection is unavailable, unsecured or slow - page 8
Figure 6: Physicians report office visits from sales reps and eDetails as among the least influential factors in their prescribing decisions - page 9
Figure 7: In the US, physicians prefer an integrated electronic sampling and online detailing platform - page 11
Figure 8: The lack of honoraria, is a key reason physicians in the US and Western Europe cite for restricting the uptake of eDetailing - page 12
Figure 9: TypeFigTitleHere - page 13
Figure 10: Although most physicians have participated in an eDetailing session at least once, comparatively few have participated within the last year - page 14
Figure 11: Few primary care physicians have participated in an eDetailing session in the past 12 months - page 15
Figure 12: Most physicians who have participated in eDetailing within the past year use the Internet for work-related purposes at least 7 hours per week - page 16
Figure 13: Physicians are more likely to have participated in eDetailing within the past year if they are office, rather than hospital, based - page 17
Figure 14: Physicians who have participated in eDetailing in the past year have greater access to Internet-enabled mobile technology - page 18
Figure 15: Online slideshow presentations and interactive websites are the types of eDetailing sessions participated in by the greatest number of physicians - page 19
Figure 16: Surveyed physicians from Western Europe and Japan agree with US physicians as regards the high quality of online slideshow presentations; but generally ranked the delivery as more average - page 20
Figure 17: Physicians within all markets surveyed tended to rate the quality and delivery of eDetails via interactive websites similarly - page 21
Figure 18: In all markets surveyed, physicians reported a high level of satisfaction with the delivery of rep-assisted telephone eDetails - page 22
Figure 19: Although only just over one-fifth of physicians in the US used this method of detailing, those that did were largely satisfied with both the quality and the delivery of the service - page 23
Figure 20: Although few physicians in the US used this method of detailing, those that did were very satisfied with both the quality and the delivery of the sessions they participated in - page 24
Figure 21: Physicians in Japan found the quality of eDetails delivered via mobile phone to be below average, although the delivery was reported to be adequate - page 25
Figure 22: Physicians in Western Europe and Japan rank the quality of details delivered via iTV above the mode of delivery - page 26
Figure 23: Datamonitor finds that the types of eDetailing that is used by most physicians are not necessarily the types of details that physicians report to be of the highest quality or most ideal mode of delivery - page 27
Figure 24: Physicians who would like to participate in eDetails in the future expressed little interest in accessing eDetailing presentations using a handheld device - page 28
Figure 25: The length of time required to complete an eDetailing presentation and the lack of honoraria, such as samples or textbook vouchers, factor highly into physicians decisions to not participate in eDetailing sessions - page 30
Figure 26: Many physicians, failing to see the value provided, have lost their enthusiasm for eDetailing despite all of its benefits - page 31
Figure 27: Most physicians believe that eDetailing has the most value when integrated with other types of detailing initiatives - page 33
Figure 28: Pharmaceutical sales representatives are more likely to convince a physician to participate in an eDetailing session than a representative from an eDetailing vendor - page 34
Figure 29: Once a physician's preferences are known, sales representatives can apply them to improve the quality of future interactions - page 35

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Outlook for eDetailing: What does Next Generation eDetailing Look Like?

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