Almost half of the physicians surveyed in the Kantar Media Sources & Interactions Study, March 2013 – Medical/Surgical Edition
say that have participated in a pharmaceutical manufacturer e-detail presentation, and trending data indicates that more physicians are participating in e-detailing. In 2009, less than one in four doctors admitted to participating in an e-detailing presentation. According to this year’s study, the figure has more than doubled.
“While the percentage of doctors who have participated in e-detailing has shown an increase since 2011, the majority (53 percent) of doctors still haven’t ever participated in a pharmaceutical manufacturer e-detail presentation,” says Kantar Media's Healthcare Research Team. “Further, only 27 percent of those that have ever participated in e-detailing did so within the past six months.”
The researchers also told Med Ad News Daily
, “Breaking that down a bit more, of the 47 percent of doctors that have ever participated in an e-detailing presentation, 8 percent participated within the past month, 13 percent participated one to three months ago, six percent participated 4-6 months ago, and 21 percent participated more than six months ago.”
Among the physicians who have participated in e-detailing before, 78 percent reported that they would participate again. Regarding the physicians who have never participated in an e-detail presentation, 42 percent reported that they would consider participating in the future. Physicians spend an average of 10.3 minutes during an e-detail presentation, with one quarter averaging less than five minutes per presentation.
“We study 39 different sources of information that help doctors stay abreast of new medical developments,” says Kantar Media's Healthcare Research Team. “Respondents were asked to indicate which tools they used for a variety of tasks, including e-detailing. We found that e-detailing is most often performed by physicians on a desktop/laptop computer.”