Anveshana: search for Knowledge

Abstract

E-detailing is one of such selling processes recently adopted by pharmaceutical companies in India for communicating product messages to the HCPs (Health Care Professionals). As this is a new way of communication, it is necessary to identify the key success factors in the pharmaceutical industry for adopting e detailing as marketing and communication tool. The purpose of this study is to uncover the factors influencing the scope and acceptability of edetailing concepts recently started by pharmaceutical companies in India. As viewed by the sales force, internal factors like easy to use edetailing, easy interaction, top management support, type of products, improved quality of work, quick task accomplishment, clear and understandable interaction, managerial readiness and operational capabilities are the most important factors responsible for proper acceptability of e-detailing programme. Other stimuli which work as external factors are brand acceptance, audience acceptance, business environment, market accessibility, market trends, convenience mode of communication and relationship with customers. This has a positive impact on overall business of the companies. Results of this study will help pharmaceutical companies working in India to understand factors influencing scope and acceptability of e-detailing as an important promotional tool. Pharmaceutical companies may plan their promotional strategies based on the discussions.

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