Impact of e-detailing on the number of new prescriptions.

Health Care Management Science
Füsun F Gönül, Franklin J Carter

Abstract

The recent trend of e-detailing in the pharmaceutical industry aims to increase the effectiveness of promotion of prescription products to physicians at a less expensive way than traditional detailing. In the proposed promotion response model, the effect of e-detailing on new prescriptions is accounted for in the presence of traditional face-to-face detailing and a host of product-specific factors. The model is calibrated on 21 ethical pharmaceutical products in six diverse therapeutic categories over a period of two years using datasets from two industrial sources. We estimate our model once at the aggregate level and once using a fixed-effects methodology to account for unobserved heterogeneity across products. We find that prescription product (Rx) manufacturers appear to benefit from increasing both e-detailing and traditional detailing. Our findings also lead us to conclude that there is room for improving the synergy between the two types of detailing.

References

Feb 25, 2005·The New England Journal of Medicine·Niall D C FinlaysonGraeme W McAlister
Sep 16, 2005·Health Affairs·Catharine W Burt, Jane E Sisk
Apr 14, 2007·Journal of Computational Chemistry·Balázs Jójárt, Tamás A Martinek
Apr 1, 2008·Journal of Biological Rhythms·Ying WuMichael N Nitabach
Dec 18, 2009·Nature Chemical Biology

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Citations

Dec 6, 2012·Health Marketing Quarterly·Keti VenturaAyla Ozhan Dedeoglu
May 18, 2012·Journal of Clinical Psychology in Medical Settings·Ronald H Rozensky
Feb 15, 2012·Journal of Clinical Psychology in Medical Settings·Ronald H Rozensky
Nov 30, 2016·Healthcare Informatics Research·Eun-Seon Kwak, Hyejung Chang

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