The number of physicians who like e-detailing dipped nearly 10% from 2008 to 2009, according to a recent study.
Fifty-eight percent reported feeling positively or very positively about e-marketing, down from 67% in 2008. Results are based on answers from about 1,200 tech-savvy doctors in 15 specialties. “The majority were still positive, but a greater percentage were either neutral or negative,” said Melissa Leonhauser, director of strategic marketing for SDI, which fields the ePromotion attitudinal study every October. SDI defines ePromotion as video details, online events and virtual details.
On the positive side, more said that ePromotion was inferior to the face-to-face kind (34% in 2009 vs. 27% in 2008), although the majority continued to regard the two equally well and slightly more were replacing face-to-face with online. Also, compared to 2008, physicians said they were more likely to take action after participating in ePromotion, including request samples, watch a video or podcast or conduct research.