Getting Into the Details of E-Detailing


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E-detailing is slowly becoming an accepted medium for bringing new information to physicians. As part of an overall integrated e-communications strategy, e-detailing holds the promise for building better relationships with prescribers and other healthcare practitioners.
Imagine a world where the doctors carry a tablet PC that is wirelessly connected to the Internet. They can gather the clinical information they need when seeing patients. They can look at their sample quantities and other information for managing their practice. The data are integrated with their own networks so they can see patient records and patient notes. They can automatically transmit prescriptions to a pharmacy. And they can participate in detailing efforts through this system.
That world is coming. Electronic communications systems are expected to change physician practices and will impact how they receive information and how pharmaceutical companies market their products. Eventually, e-detailing and other electronic tools will be integrated with traditional marketing tactics to create a seamless flow of information to physicians and other stakeholders.
The U.S. market for electronic detailing has grown to more than 200,000 practicing physician users in 2003 and has a retention rate among physicians of 84%, according to Manhattan Research. Roughly 110,000 additional physicians express at least some future interest in e-detailing…

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The Detailers
Mark Bard. President, Manhattan Research, New York; Manhattan Researchis a marketing information and services firm that helps healthcare and life-sciences organizations adapt, prosper, and exploit opportunities in the networked economy. For more information, visit
Sundeep Bhan. President and CEO, Medsite Inc., New York; Medsite is an e-pharma marketing company that forges strong, long-lasting, and mutually beneficial relationships with physicians and the organizations that want to reach them. For more information, visit
David Deon. Senior Analyst, Datamonitor, New York; Datamonitor is a business information company specializing in industry analysis across seven industry sectors: automotive, consumer markets, energy, financial services, pharmaceuticals and healthcare, technology, transport, and logistics. For more information, visit
Robert W. Hammond. President, Euro RSCG Life Interaction, New York; Euro RSCG Life Interaction, part of the Euro RSCG Life network, is a developer of innovative multimedia programs and online services that support the global life-sciences community. For moreinformation, visit
David Hauben. Director of E-business, Aventis Pharmaceuticals Inc., Bridgewater, N.J.; Aventis Pharmaceuticals is dedicated to treating and preventing disease by discovering and developing innovative prescription drugs and human vaccines and is the U.S.pharmaceuticals business of Aventis, which has corporate headquarters in Strasbourg, France. For more information, visit
Don Paullin. Founder of eDetailing and Physicians Interactive, the first e-detailing company. For more information, e-mail
Elgar Peerschke. North American Healthcare Practice Leader, Bain & Co., New York; Bain is a global business consulting firm. For more information, visit
Derek Pollock. Cofounder and Chief Design Officer, Proscape Technologies, Horsham, Pa.; Proscape is a provider of marketing and sales effectiveness solutions. For more information, visit
Andrew Purcell. VP of Diabetes Marketing, Novo Nordisk Pharmaceuticals Inc., Princeton, N.J.; Novo Nordisk Pharmaceuticals is the U.S. affiliate of Novo Nordisk A/S, Copenhagen, Denmark, a leader in diabetes care and other pharmaceutical products. For more information, visit
Thomas H. Rogers Jr. VP and General Manager, MINDSPAN, Mahwah, N.J.; MINDSPAN, the e-business division of the Montage Media Corp., provides the healthcare industry with a host of unique and progressive interactive brand promotion and physician learning products. For more information, visit
Vikas Vats. Director, marketRx Inc., Bridgewater, N.J.; marketRx works with leading pharmaceutical, biotechnology, and medical-device manufacturers, providing solutions to improve the effectiveness and responsiveness of their sales and marketing initiatives. For more information, visit