MediaPost has an excellent post about eDetailing, which can be defined as the use of digital technologies including mobile, to educate physicians about existing and new treatment options and provide them with the clinical data necessary for them to make vital patient treatment decisions.
“According to a new Manhattan Research report called “Physicians in 2012: The Outlook for On Demand, Mobile, and Social Digital Media,” 64% of U.S. physicians currently own smartphones and that number is expected to increase to 81% penetration in 2012.
[...]Several critical factors are influencing the adoption of digital technology in the medical world. One is HITECH or the Health Information Technology for Economic and Clinical Health Act signed into law in January 2009. HITECH mandates the adoption of Electronic Health Records (EHRs) and other health information technology. Via the $20 billion earmarked for this effort, physicians will be eligible to receive $40,000 to $65,000 for showing that they are meaningfully using health information technology. At the same time, the traditional manner in which pharmaceutical companies communicate with and educate healthcare professionals is rapidly changing. The process whereby pharma sales reps call on physicians is known in the pharma world as “detailing” — as in “Allow me to come in to provide you with the details of our new asthma treatment.”However, due to the need for pharma companies to cut costs and also due to push back from physicians who are feeling inundated by requests for sales rep meetings, Big Pharma is aggressively reducing the size of their sales teams. So today, we are seeing the rise in what is now being called eDetailing [...] Pfizer, the largest pharma company in the world, almost doubled its spending on e-detailing last year. [...]
The goal of eDetailing, then, is to start an electronic dialogue with physicians about or related to a brand using customized or off-the-shelf interactive programs.
Are you a physician? How do you feel about eDetailing?
wow amazing story bro.