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Introduction
 
Electronic detailing can provide pharmaceutical companies with a cost-effective means of supplementing product details traditionally carried out by pharmaceutical drug reps. Pharmaceutical companies should use eDetailing in combination with traditional office visits to develop brand loyalty, expand physician coverage and improve the quality of the services provided to dedicated prescribers.
 

 
Scope
 
Investigation of the importance of the pharmaceutical sales call to a drug marketing program
 
Examination of the inefficiencies inherent in pharma's reliance on live sales calls as the principal way to influence physicians' prescribing behavior
 
Recommendations for the combined use of eDetailing and live sales calls as an effective solution to many problems facing marketing teams today
 
Identification of key vendors active within the current marketplace and forecasts future directions for the eDetailing market in the US and Europe
 
Highlights
 
The eDetailing marketplace in the US is highly competitive and poised for significant growth in the near future. Ideally, continued competition will fuel innovation specifically with regard to the design of physician-facing platforms.
 

 
Unlike the US market, lack of competition among vendors in several European markets is a concern. In marketplaces where there are few serious competitors, the danger is that the available product will fail to be innovative in the long term, leaving an opportunity open for outside vendors to capture market share.
 

 
Where permitted by law, pharmaceutical companies can use eDetails as an attractive and engaging medium to educate patients and caregivers about the benefits of their drugs over competitors. Such initiatives will be of particular importance when formulary placement or potential side effects appear to be an issue affecting market share.
 

 
Reasons to Purchase
 
Understand the current and future eDetailing vendor market including factors that set apart individual vendors and their eDetailing platforms
 
Recognize that providing physicians with eDetails that are well-designed and highly relevant is critical to increasing future interest in this medium
 
Identify upcoming trends in the design and delivery of eDetails to physicians, non-physician prescribers and patients
 

TABLE OF CONTENTS
 
ACTION POINTS 5
 
Scope of the report 5
 
Two key things you need to know about the eDetailing market in the US and Europe 5
 
The eDetailing vendor market in the US will continue to consolidate over the next few years as key players merge and lesser players exit the market. Reluctance on the part of individual pharmaceutical companies to commit fully to individual eDetailing vendors will help ensure that competition and innovation remains high 6
 
The eDetailing vendor market in Europe will continue to be defined by local players within individual geographic markets in the short term. Ultimately, however, opportunities for international vendors to gain leverage within individual markets will depend heavily on how well-served those markets are by local eDetailing companies 7
 
THE ELECTRONIC DETAILING MARKET 9
 
Introduction 9
 
The role of detailing sessions in pharmaceutical sales and marketing 9
 
Bringing together traditional and electronic detailing models 11
 
Many PCPs feel that the traditional face-to-face detailing model is not fully comprehensive 11
 
Electronic detailing makes the detailing process less biased and more interesting 13
 
The current market for eDetailing in the US and Europe 16
 
Primary care physicians from the US are interested in receiving details via interactive websites and live video formats 16
 
eDetailing services are more frequently used in Europe than in the US 20
 
Best practices in the application of eDetailing technology 24
 
Current approaches to eDetailing 24
 
Integration of additional services 27
 
Vendor market 29
 
Key players within the eDetailing market in the US 29
 
Case study: Medsite’s Interactive Detail (iDetail) and promotional platform 34
 
The eDetailing market in Europe 36
 
Case study: Doctors.net.uk – eRep: the Electronic Sales Representative 37
 
THE FUTURE DECODED 39
 
Outlook for the eDetailing Market 39
 
Conclusion 43
 
APPENDIX 45
 
List of figures 45
 
References 46
 
Relevant links 46
 
Research methodology 47
 
Physician Insight Survey 2004 47
 
How to contact experts in your industry 49