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  4. > Pharmaceutical Detailing: In-person vs. Electronic vs. Phone

Pharmaceutical Detailing: In-person vs. Electronic vs. Phone

  • August 2014
  • -
  • Industry Standard Research
  • -
  • 193 pages

Product detailing has seen a tremendous shift in the past few years, as web-based technologies have started to replace face-to-face detail sessions. This report analyzes physicians’ experiences with electronic, in-person, and live guided telephone detail sessions, comparing volume, time, value, and outcomes. Building on data collected two years ago in ISR’s Adoption and Use of eDetailing vs. In-Person Detailing (2012), this new edition explores physicians’ concerns with eDetailing and the decline in face-to-face interaction and provides an updated look at the future of product detailing.

Report Overview

Product detailing has seen a tremendous shift in the past few years, as web-based technologies have started to replace face-to-face detail sessions. This report analyzes physicians’ experiences with electronic, in-person, and live guided telephone detail sessions, comparing volume, time, value, and outcomes. Building on data collected two years ago in ISR’s Adoption and Use of eDetailing vs. In- Person Detailing (2012), this new edition explores physicians’ concerns with eDetailing and the decline in face-to-face interaction and provides an updated look at the future of product detailing.

What you will learn in this report:

• Needs and expectations for product detail sessions
• The degree to which those needs are met by each detail type
• Perspectives on the types of products appropriate for each detail type
• The volume of detail sessions physicians actually participate in per week by detail type as well as their desired volume of details
• The change in number of details as well as in the length of details over the past two years
• Overall value of and satisfaction with each detail type

Table Of Contents

Pharmaceutical Detailing: In-person vs. Electronic vs. Phone
Table of Contents

Copyright and Usage Guidelines ..8
Introduction .9
Methodology .11
Prescriber Demographics and Qualifications ………………………….12
Average Years in Practice Post-Residency .12
Average Number of Patient Visits per Week .12
Executive Summary 13
Detail Activity .14
Reasons for Decrease in Details .15
Usefulness of Product Information 16
Satisfaction with Product Details ...16
Most Beneficial Detail type by Product Stage 17
Comparison of Detail Types for Learning and Information Experience .18
Specialty Summary .19
Cardiology ..20
CNS/Neurology ..21
Oncology 22
Primary Care ..23
Respiratory/Pulmonology .24
Cardiology Specialty Section ..25
Average Number of Detail Requests ..26
Average Number of Details Participated In 27
Average Change in Detail Volume ..28
Reasons for Detail Decrease ..29
Reasonable Number of Product Details .30
Opinion on Number of Details ...31
Average Length of Detail ...32
Average Change in Detail Length ...33
Usefulness of Product Information 34
Satisfaction with Product Details ...35
Location of Details .36
Best Features of Electronic Detailing and Telephone Detailing .37
Product Knowledge after Detail .38
Satisfaction with Opportunity to Ask Questions ...38
Patient-focused Information Received from Detail ...39
Receiving Local Formulary Information from Detail ..39
Satisfaction with Supporting Data and Articles within Detail 40
Trusting Information from Detail ...40
Comparison of Detail Types for Learning and Information Experience ..41
Most Important Attributes for Product Detailing ...42
Most Beneficial Detail type by Product Stage .43
Allocation of Sales and Marketing Resources .44
Effects of Replacing In-person Sales Teams with Electronic Details ...45
Cardiology Prescriber Demographics .46
Office type ..46
Specialty Certified ..46
Years in Practice .47
Number of Patients per Week ...47
Frequency of Representative Interactions .48
Restrictions on Representative Visits .48
Office Location 49
Practice Setting ...49
Number of Physicians at Practice ...50
Number of PAs and NPs at Practice 50
Age ..51
CNS/Neurology Specialty Section ..52
Average Number of Detail Requests ..53
Average Number of Details Participated In 54
Average Change in Detail Volume ..55
Reasons for Detail Decrease ...56
Reasonable Number of Product Details .57
Opinion on Number of Details 58
Average Length of Detail 59
Average Change in Detail Length 60
Usefulness of Product Information .61
Satisfaction with Product Details ...62
Location of Details ..63
Best Features of Electronic Detailing and Telephone Detailing .64
Product Knowledge after Detail .65
Satisfaction with Opportunity to Ask Questions 65
Patient-focused Information Received from Detail ...66
Receiving Local Formulary Information from Detail ...66
Satisfaction with Supporting Data and Articles within Detail .67
Trusting Information from Detail 67
Comparison of Detail Types for Learning and Information Experience ………………………..68
Most Important Attributes for Product Detailing ...69
Most Beneficial Detail type by Product Stage 70
Allocation of Sales and Marketing Resources .71
Effects of Replacing In-person Sales Teams with Electronic Details ...72
CNS/Neurology Prescriber Demographics ..73
Office type ..73
Specialty Certified ...73
Years in Practice ..74
Number of Patients per Week .74
Frequency of Representative Interactions ..75
Restrictions on Representative Visits ..75
Office Location .76
Practice Setting 76
Numbers of Physicians at Practice ...77
Number of PAs and NPs at Practice .77
Age ...78
Oncology Specialty Section 79
Average Number of Detail Requests ..80
Average Number of Details Participated In ...81
Average Change in Detail Volume ..82
Reasons for Detail Decrease ..83
Reasonable Number of Product Details .84
Opinion on Number of Details ...85
Average Length of Detail 86
Average Change in Detail Length 87
Usefulness of Product Information .88
Satisfaction with Product Details ...89
Location of Details ..90
Best Features of Electronic Detailing and Telephone Detailing .91
Product Knowledge after Detail .92
Satisfaction with Opportunity to Ask Questions .92
Patient-focused Information Received from Detail ...93
Receiving Local Formulary Information from Detail ..93
Satisfaction with Supporting Data and Articles within Detail 94
Trusting Information from Detail ...94
Comparison of Detail Types for Learning and Information Experience .95
Most Important Attributes for Product Detailing ..96
Most Beneficial Detail type by Product Stage ...97
Allocation of Sales and Marketing Resources 98
Effects of Replacing In-person Sales Teams with Electronic Details ..99
Oncology Prescriber Demographics .100
Office type 100
Specialty Certified 100
Years in Practice ...101
Number of Patients per Week .101
Frequency of Representative Interaction 102
Restrictions on Representative Visits ..102
Office Location 103
Practice Setting 103
Number of Physicians at Practice 104
Number of PAs and NPs at Practice 104
Age ..105
Primary Care Specialty Section 106
Average Number of Detail Requests 107
Average Number of Details Participated In .108
Average Change in Detail Volume 109
Reasons for Detail Decrease 110
Reasonable Number of Product Details ...111
Opinion on Number of Details .112
Average Length of Detail .113
Average Change in Detail Length .114
Usefulness of Product Information ..115
Satisfaction with Product Details .116
Location of Details ...117
Best Features of Electronic Detailing and Telephone Detailing ...118
Product Knowledge after Detail ...119
Satisfaction with Opportunity to Ask Questions ..119
Patient-focused Information Received from Detail .120
Receiving Local Formulary Information from Detail 120
Satisfaction with Supporting Data and Articles within Detail ..121
Trusting Information from Detail .121
Comparison of Detail Types for Learning and Information Experience 122
Most Important Attributes for Product Detailing 123
Most Beneficial Detail type by Product Stage ..124
Allocation of Sales and Marketing Resources ..125
Effects of Replacing In-person Sales Teams with Electronic Details .126
Primary Care Prescriber Demographics 127
Office type .127
Specialty Certified .127
Years in Practice 128
Number of Patients per Week ..128
Frequency of Representative Interaction .129
Restrictions on Representative Visits ...129
Office Location ..130
Practice Setting .130
Number of Physicians at Practice .131
Number of PAs and NPs at Practice ..131
Age 132
Respiratory/Pulmonology Specialty Section 133
Average Number of Detail Requests 134
Average Number of Details Participated In .135
Average Change in Detail Volume ...136
Reasons for Detail Decrease 137
Reasonable Number of Product Details ..138
Opinion on Number of Details .139
Average Length of Detail .140
Average Change in Detail Length .141
Usefulness of Product Information ..142
Satisfaction with Product Details .143
Location of Details ...144
Best Features of Electronic Detailing and Telephone Detailing ..145
Product Knowledge after Detail ..146
Satisfaction with Opportunity to Ask Questions .146
Patient-focused Information Received from Detail .147
Receiving Local Formulary Information from Detail 147
Satisfaction with Supporting Data and Articles within Detail .148
Trusting Information from Detail 148
Comparison of Detail Types for Learning and Information Experience ...149
Most Important Attributes for Product Detailing 150
Most Beneficial Detail type by Product Stage .151
Allocation of Sales and Marketing Resources ..152
Effects of Replacing In-person Sales Teams with Electronic Details 153
Respiratory/Pulmonology Prescriber154
Office type ...154
Specialty Certified 154
Years in Practice 155
Number of Patients per Week ..155
Frequency of Representative Interactions ...156
Restrictions on Representative Visits ...156
Office Location ..157
Practice Setting .157
Number of Physicians at Practice ..158
Number of PAs and NPs at Practice ..158
Age 159
Comparison Across all Specialties 160
Average Number of Detail Requests 161
Average Number of Details Participated In ..162
Average Change in Detail Volume 163
Reasonable Number of Product Details ...164
Opinion on Number of Details .165
Length of Detail 166
Change in Detail Length ...167
Usefulness of Product Information ..168
Satisfaction with Product Details .169
Location of Details 170
Product Knowledge after Detail ...171
Satisfaction with Opportunity to Ask Questions ..172
Patient-focused Information Received from Detail .173
Receiving Local Formulary Information from Detail 174
Satisfaction with Supporting Data and Articles within Detail ..175
Trusting Information from Detail .176
Most Important Attributes for Product Detailing 177
Average Attribute Ranking ...181
Most Beneficial Detail type by Product Stage .182
Differentiated Products (first in class ..182
Transitional Products (few competitors) .183
Commodity Products (many competitors, me too products, and generics) ...184
Biotech Products .185
Allocation of Sales and Marketing Resources .186
All Prescriber Demographics ...187
Office type ...187
Specialty Certified ...187
Years in Practice ..188
Number of Patients per Week .188
Frequency of Representative Interactions ..189
Restrictions on Representative Visits ..189
Office Location .190
Number of Physicians at Practice .191
Number of PAs and NPs at Practice .191
Age ...192
About Industry Standard Research ..193

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