• by Jack Loechner , Staff Writer @mp_research, September 10, 2003

Web Based Prescription Drug Promotions Direct to Physicians

Based on a June 2003 Jupiter Research physician survey, a recently released report, "Online Detailing: Understanding Physician's Behavior," states that of the doctors participating in online detailing, (the Web-based version of traditional prescription drug promotion that occurs between sales representatives and doctors face-to-face) one-fifth have used it often while the remainder have used it occasionally.

According to the report, 58% of doctors who use the Internet at least weekly for work-related activities have participated in online detailing programs. More than half of online detailing users prefer online programs to meetings with sales representatives. Yet contrary to initial predictions, this trend has not hurt sales representatives' relationships with doctors who use these online programs. Doctors who utilize online marketing promotion see sales reps as often as doctors who do not use these online programs.

Monique Levy, Health Analyst at Jupiter Research, says "It's clear that online promotion will enhance traditional detailing by providing sales reps with physician data and by generating leads."

More than 65% of doctors who use the Internet agree that online detailing provides convenient and accurate information, and 85% of doctors who use the Internet said that adequate compensation would motivate them to increase their time spent using marketing programs.

You can find out more here.