E-Detailing is a Internet-supported form of the E-Learnings by Pharmaunternehmen in marketing is used. In Europe this communication instrument was for a long time little common and was until 2004 usually in the evaluation stage. In the last years however ever more Pharmafirmen in Germany and Europe use the Tool eDetailing for successful direct marketing. In the USA the employment continued to progress substantially by the size and the linguistic homogeneity of the market, as well as due to the technical and legally different basic conditions.

E-Detailing means to reach physicians directly and purposefully to meet and the increasing rising costses in the selling at the same time. In the center are located multimedia presentations, which arrange descriptive the increase in value of active substances for the medical profession. Typical contents of the E-Detailings are frequently effect mechanism, Pharmakokinetik and newer scientific study results, which speak for the applied branded articles.

E-Detailing supplements and strengthens the classical, field Detailing by the Pharmareferenten. As marketing instrument assigned it plays with the CRM systems together and makes personalisierte communication possible, since all interactions can be evaluated data base-supported.

Background of this development is the removing acceptance of the medical profession opposite representatives of the Pharmaunternehmen. For the much-busy physician this localindependent communication form, information means to medicines temporally flexibly to be able to notice in the used environment of its E-Detailings supports Pharmaunternehmen, a long-term, to develop and receive economically load-carrying relations with the physician.

To the most well-known offerers Aptilion, iPhysicianNet, belong to Lathian of system, Physicians Interactive, RxCentric and in Germany BSMO (Business Solutions Medicine on-line one) as well as Angela Liedler.

Literature

• Queitsch, M.: E-Detailing - a challenge for modern Pharma , Brandenburgisch technical University of Cottbus, 2003
• Heutschi, R., alto, R.: eDetailing - electronic marketing in the Pharmaindustrie, University of pc. Gallen, 2003
• Boehm, E.W., cross-beam, B.J., Twist, A.E., Pharmaceutical eDetailing takes root in Europe, Forrester, 2002

Related links

E-Detailing resuming InformationenAngela Liedler GmbH agency BSMO Business Solutions Medicine on-line AgenturAntwerpes AgenturE Detailing information and demo

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