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Fifty-eight percent of doctors who use the Internet on at least a weekly basis for work-related activities have participated in online detailing programs.
Fifty-eight percent of doctors who use the Internet on at least a weekly basis for work-related activities have participated in online detailing programs, according to a study conducted by New York-based Jupiter Research.
The online survey of 200 targeted doctors (a sample of 100 primary care physicians and 100 internists) found that, of the doctors participating in online detailing, one-fifth have used it often, while the remainder have used it occasionally. Though more than half of online detailing users said they prefer online programs to meetings with sales representatives, survey results indicate that this trend has not hurt sales representatives' relationships with doctors who use these online programs. Doctors who utilize online marketing promotion see sales reps as often as doctors who do not use these online programs.
According to Monique Levy, health analyst at Jupiter Research, pharmaceutical companies should take advantage of online detailing to complement and support traditional detailing.
"[Pharmaceutical companies] hesitating to invest adequately in online direct-to-physician marketing should take note of these strong indicators of physicians' interest in online detailing," said Levy. "It's clear that online promotion will enhance traditional detailing by providing sales reps with physician data and by generating leads."
More than 65% of surveyed doctors who use the Internet agreed that online detailing provides convenient and accurate information. However, it was equally clear that incentives are a significant driver of participation in online detailing. Eighty-five percent of doctors who use the Internet said that adequate compensation would motivate them to increase their time spent using marketing programs. PR