Why add ‘e’ to traditional detailing?
Different eDetailing formats
Communication considerations
The advantages and disadvantages of different formats

UK Doctors’ attitudes and acceptance (survey findings)
Background and objective
Overview of Mednet Media’s findings
Detailed findings
Unaided responses
Research recommendations
Conclusions drawn from research
Relationships with pharmaceutical sales representatives
GP attitudes to eDetailing may present obstacles

Global lessons
Key questions prior to implementation
Objectives of eDetailing
How to choose eDetailing objectives by product
How to choose highest ROI target physicians

Pertinent rules and regulations
The Medicines Control Agency (MCA)
The British Medical Association
The General Medical Council
The Association of the British Pharmaceutical Industry (ABPI)
and the Prescription Medicines Code of Practice Authority (PMCPA)
Clear indication that a website contains promotional material
Prescribing information is easily available
Key questions answered
In Virtual eDetailing email question and answer sessions could come under scrutiny

What kind of metrics should be measured?
How can these metrics be used to calculate ROI (i.e. formulas)
Long-term effects of marketing
Who should calculate this?
When should it be calculated?
Other calculations: brand loyalty
Case studies and how ROI was calculated

eBusiness platforms and software
Customer Relationship management integration and process
Content management systems integration and workflow

‘Pure’ eDetailing players
iPhysicianNet
MarketRx.com
MyDrugRep
Physicians Interactive
RxCentric
Target Rx
Zestica

Service companies
Aptilon
CRX Solutions
Dendrite
Doctors.net.uk
InfoMedics
Medsite Inc
OnMedica
Quintiles
Synavant

Marketing and sales
European market under pressure
Growth of eCommerce
Growth of eSymposia

Is eDetailing just a passing fashion?
What are my competitors doing? If they have eDetailing will I be at a business disadvantage?
Will eDetailing be hindered by regulation?
How will this affect the way a sales force is structured and mobilised?
Do contract sales forces have a role in eDetailing?
How will eDetailing affect the way my company markets products?
Will eDetailing result in better informed doctors who will prescribe my company’s products?
Will doctors welcome web-based detailing?

1.1 US sales force growth from 1996 to 2000(e)
1.2 Estimated sales reps of leading contract sales organisations
1.3 How eDetailing could improve pharmaceutical companies’ marketing
2.1 Summary of the position of the average UK primary care GP towards pharmaceutical sales reps (average means over 65%)
2.2 Summary of doctors’ attitudes that could be a barrier to eDetailing
2.3 Pros and Cons of eDetailing from doctors’ point of view
4.1 Summary of how eDetailing activities are regulated (UK)
5.1 Estimates of price per average detail
7.1 Breakdown of companies supplying eDetailing services
9.1 What the GP wants from an eDetailing system
9.2 Types of doctors and attitudes to eDetailing
9.3 Key elements of eDetailing for a pharmaceuticals company to consider
9.4 Key analytical stages when considering eDetailing

A Shrinking period of market exclusivity for breakthrough medicines
B How pharmaceutical companies market drugs
1.1 Growth in pharmaceutical details (US)
2.1 Approximately how many pharmaceutical sales reps do you see in a typical month?
2.2 How often do you have to cancel or reschedule your appointments with representatives?
2.3 What is the average length of a representative’s visit?
2.4 In general do you find visits from reps useful?
2.5 After a representative’s visit, do you ever review your prescribing of the product(s) discussed?
2.6 Which companies have the best sales reps?
2.7 Would you be interested in viewing promotional information electronically?
2.8 Reasons not to receive promotional information electronically
2.9 Have you ever heard of eDetailing?
2.10 Which eDetailing system ‘live’ or ‘virtual’ appeals to you the most?
2.11 If you were to take part in either a ‘virtual’ or ‘live’ e-detail, which of the following options would appeal to you?
2.12 Who would you prefer to deal with in an e-detail?
2.13 How would you choose to take part in an e-detail?
2.14 Would you require free hardware (PC/Webcam) as an incentive to use an eDetailing service?
2.15 What do you consider to be the main advantage of eDetailing
2.16 What do you consider to be the main disadvantage of eDetailing?
2.17 What time of day are you most likely to use an eDetailing facility?
3.1 Which physicians will generate the best ROI according to prescribing behaviour
8.1 Developing an eCommerce strategy is key to pharmaceutical management
8.2 Online health-related promotional spending in the US ($ million)
9.1 Spectrum of information flow of pharmaceutical company messages
9.2 What GPs think they would find useful
9.3 Times of day that GPs are most likely to use an eDetailing facility
9.4 Place of GPs’ offline medical reading
9.5 Place where doctors conduct online CME (from Doctors.net.uk survey)
9.6 How an eDetailing system can respond to doctors’ needs