Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India

Banerjee, Saikat; Dash, Sampada Kumar

doi:10.1108/17506121111149253

Cited by 6 publications

(13 citation statements)

References 12 publications

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“…Even the new promotional tools anchoring technology intervention (e.g. e‐detailing) necessitate the involvement of medical representatives (Banerjee and Dash, 2011). Interestingly, not only pharmaceutical organizations, but physicians also believe that their prescribing behavior largely depends on their interaction with medical representatives (Alkhateeb and Doucette, 2008).…”

Section: Introductionmentioning

confidence: 99%

Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives

Iqbal

Malik

Khan

2012

International Journal of Pharmaceutical and Healthcare Marketing

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PurposeThis paper aims to offer a schema for carrying out a comprehensive training needs assessment (TNA) of medical representatives. The schema answers commonly posed questions, the journalistic six.Design/methodology/approachA sample of 292 medical representatives (trainees) and 60 training/sales managers (trainers) from 32 pharmaceutical organizations of Pakistan was surveyed. The study attempted to answer the why, what, when, and where aspects of TNA by using correlation and two independent samples t‐test. Who‐ and how‐related aspects were analyzed using descriptive statistics.FindingsThe results reveal that the perspectives of trainers and trainees are fully and partially consistent with each other on competency‐based TNA (why), and TNA inputs and TNA products/outcomes (what) respectively. However, a significant difference is found befallen TNA time‐line (when) and TNA situate (where). The results related to TNA decision makers (who), and TNA mechanisms (how) reveal a range of options.Research limitations/implicationsReliance on data elicited with one shot can border the issue of generalization. Therefore, to compensate this, the study design is explained in fair detail.Practical implicationsThe study identifies the gap between the existing literature on the journalistic six on TNA and the perceptions of the study participants on prevailing practices. To fill this gap, the study offers a framework to the pharmaceutical organizations for conducting a comprehensive TNA of their medical representatives.Originality/valueThe proposed schema reveals a set of six coherent areas to be considered for conducting a comprehensive TNA.

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Section: Introductionmentioning

confidence: 99%

Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives

Iqbal

Malik

Khan

2012

International Journal of Pharmaceutical and Healthcare Marketing

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“…La visita médica farmacéutica (VMF) o detailing por su significado en inglés, se define como la principal actividad de promoción del marketing de manera presencial o cara a cara , para comunicar de manera efectiva mediante los visitadores médicos en su continua interacción con los profesionales de la salud, la información relevante y mensajes promocionales sobre los diversos medicamentos éticos que necesitan de una receta médica para poder ser comercializados a un paciente (Banerjee & Dash, 2011;Ventura et al, 2012).…”

Section: Visita Médica Farmacéuticaunclassified

“…La VMF que realiza el VM, dura en promedio dos minutos en los EEUU de América un 7% de visitas a médicos dura más de siete minutos, 43% de las visitas planificadas no logra cruzar la recepción del médico y no se realizan. La VMF exige una preparación constante y el tiempo de espera por el médico para realizar la promoción es muy largo; y los médicos exigen una buena presentación que capte su interés (Banerjee & Dash, 2011). Actualmente los médicos que siempre están muy ocupados, y abrumados con nueva información, la visita debe captar su atención y dar información concisa y convincente (Bennett, 1991) Visitador médico (VM).…”

Section: Visita Médica Farmacéuticaunclassified

“…La VMV, emplea nuevos canales y tecnologías de información para promover los productos farmacéuticos, en respuesta a nuevas maneras eficaces y fáciles para comunicar e interactuar con los profesionales de salud, informando sobre los productos y tratamiento de enfermedades; el 65% del costo de la VMV está ligado a las presentaciones interactivas y vídeos sobre la información que se quiere transmitir a los médicos (Banerjee & Dash, 2011).…”

Section: Visita Médica Farmacéutica Virtualunclassified

“…Según Kent (1999), citado en (Banerjee & Dash, 2011) se necesita un tamaño de muestra mínimo de 100 para cualquier investigación cuantitativa tipo para conseguir un resultado significativo, en este caso la muestra establecida excede por 237 médicos el tamaño de muestra mínimo exigido.…”

Section: Tamaño De Muestraunclassified

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Relación entre promoción farmacéutica y prescripción de medicamentos en Perú

Castro¹,

Rafael²

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A Dios Todopoderoso por su auxilio en las tribulaciones y en la investigación.En memoria y con profunda gratitud a mi padre José Orlando Florián Diaz que me inculco en cuestionar los hechos y perseverar hasta alcanzar las metas. Con profundo reconocimiento a mi madre Luz Sonia Castro Miller por su incansable empuje en mi actividad académica y espiritual. A Esan Graduate School of Business especialmente al Dr. Juan Timaná y al Dr. Aldo Bresani, la Sociedad Peruana de Medicina Interna, la Clínica Good Hope, el HospitalLoayza y Sociedad Peruana de Pediatría y otras instituciones de salud por su gran apoyo en la difusión para realizar las encuestas con los médicos objetivo del estudio.A mi asesora la Dra. Niria Goñi por su constante encaminamiento, reflexión y soporte para culminar la presente investigación.Palabras Claves: Promoción farmacéutica, visitadores médicos, visita médica farmacéutica, industria farmacéutica, educación médica continua. AbstractThe promotion is for the pharmaceutical industry one of the activities of greater monetary investment very like the budget invested in research and development in the last ten years, so the objective of this research is to measure and evaluate the relationship between pharmaceutical promotion and prescription of medicines in Peru.The purpose of promotional activities is to create and maintain long-term relationships with health professionals authorized to prescribe medicines, for which the pharmaceutical industry uses a large amount of money to promote products through medical visitors, medical samples, gifts and courtesies, advertising in various audiovisual and written media where permitted by law, sponsor various educational training events, and conferences and congresses all these activities aimed at capturing the attention and fidelity of physicians, mainly the most recognized and with more patients, and that there is a better possibility of achieving the prescription of the promoted ethical medicines, for which the prescription or prescription is the origin of a sale for the pharmaceutical industry (PI) towards the patient.The high competitiveness of the PI and the high promotional costs to maintain sales levels generate ethical controversy regarding the multiple ways to persuade doctors in the use of medicines with their patients. Several factors explain the doctor's decision to prescribe one medication to his patient, having characterized the most representative practices and greater investment used by the FI in Peru. This research determines the aspects most valued by the doctors on the pharmaceutical promotion and its relationship with the prescription of medicines, being determined that the educative aspects are an element of vital importance for these professionals on other existing activities.

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Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

Kulkarni,

Agrahari,

Sen

2023

IJPHM

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Purpose Launching a new product successfully in a multi-brand portfolio is one of the major challenges a pharmaceutical marketer faces. This study aims to examine the role of detailing of new brands on physicians’ prescription behaviour as compared to established brands. Further, the study explores mediating role of detailing priority and detailing time on the relationship between detailing of new versus established brands and physician’s prescription behaviour. Design/methodology/approach This study was conducted as a real-world observational study involving field research. In total, 338 physicians, 90 PSRs and 44 field managers participated in this study. A serial mediation model (Hayes, Model 6) was used to examine the relationship. Regression analysis with bootstrapping was used to test the hypotheses. Findings Detailing of new versus established brands has a differential effect on physicians’ prescription behaviour. In addition, this relationship is serially mediated by detailing priority and detailing time. Research limitations/implications Results suggest that detailing priority and detailing time positively and significantly alter the relationship between the detailing of new brands and physicians’ prescription behaviour as compared to established brands. While, in the absence of mediators, established brands generate higher prescriptions than new brands, the serial mediating effect helps new brands to generate more prescriptions as compared to established brands. Practical implications This research highlights the importance of detailing priority and detailing time for the successful launch of the new products. It presents compelling evidence for practicing managers to effectively use a “predetermined detailing plan” vis-à-vis “individualized detailing strategy” during the launch of a new brand. Originality/value To the best of the authors’ knowledge, this is the first study to evaluate the role of detailing priority and detailing time as mediators between the relationship of detailing and physicians’ prescription behaviour. This is also one of the rare studies to use real-world observational study methodology for conducting research.

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Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India

Cited by 6 publications

References 12 publications

Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives

Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives

Relación entre promoción farmacéutica y prescripción de medicamentos en Perú

Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

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