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The Pharma Marketing Glossary
eDetailing
| Similar or Alternative Terms Meaning the Same Thing | Electronic detailing, Virtual detailing, Online detailing, ePromotion |
| Related Term(s) | Detailing, Physician marketing, Professional detailing, Physician detailing, eSampling |
| Resource | Special Supplement to Pharma Marketing News: eDetailing |
Definition
eDetailing is often used as a blanket term for various online physician marketing, promotional and communication activities.Verispan, a company that audits pharmaceutical promotional activities, identifies four primary types of physician "ePromotion" activities, a few of which may be considered eDetailing:
Source: "The Impact of eDetailing: Will it Complement, Replace, or Become Integrated with the Sales Force?" Pharma Marketing News, Vol. 2, #9; REPRINT #29-02.
- Virtual Details - Web or CD-based self-guided informational programs with no live communication
- Video Details - Online, live, or phone assisted browsing through virtual sales presentations
- Other activities - Electronically enabled promotional, educational or service efforts
- Online Events - Online seminar, CME event, opinion leader event, or web conference
Online Events -- as defined above -- should not be considered eDetailing because they are primarily educational, non-promotional, and typically are not managed by pharma marketing sales and marketing personnel. See Pharma Marketing Glossary term: Detailing for more information.
Simply stated, eDetailing is detailing done electronically, most often online via the Internet, sometimes with personal computing devices (e.g., PDAs) or via Internet-enabled tele/video conferencing.
In other respects, eDetailing conforms to the conditions under the definition of Detailing. That is, it's primary purpose is sales related and excludes non-promotional activities such as CME. See Pharma Marketing Glossary term: Detailing for more information.
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