E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing

Ilko Getov and Stefan Balkanski

A chapter in Promotion and Marketing Communications from IntechOpen

Abstract: E-detailing describes the use of IT tools for promotional activities--delivering information for pharmaceutical products to customers (health professionals, medical personnel, and patients). It includes using electronic channels to interact with customers, as well as electronic support for sales reps in their everyday work. It is a strong and potential tool in the pharmaceutical marketing. This chapter describes the advantages and the challenges in the use of e-detailing.

Keywords: e-detailing; electronic visits; pharmaceutical marketing; pharmaceutical detailing; healthcare professionals; pharmaceutical sales representatives; digital marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:199384

DOI: 10.5772/intechopen.89249

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