A New Debate for Turkish Physicians: E-Detailing

Abstract

The study presents an empirical analysis of the attitudes of Turkish physicians towards e-detailing practices compared to face-to-face detailing. The findings reveal that although physicians have positive attitudes toward e-detailing, on some points they are still undecided and/or have doubts. The structural model revealed that affect, convenience, and informative content influence their attitude in a positive manner, whereas the personal interaction was found to be a negative factor. Physicians' age and frequency of calls received from representatives are moderators. The present study can be seen as an addition to pharmaceutical marketing, an underresearched study field in Turkey, and e-detailing particularly.

KEYWORDS:

• detailing
• pharmaceutical companies
• electronic detailing
• physician attitudes

Acknowledgments

A previous version of this study was presented in IADIS e-Health, 2011.

Notes

Note. F2F = face-to-face; PSR = pharmaceutical sales representatives.

^a Test value is 3 (neither agree nor disagree).

^b Test value is insignificant.

Note. F2F = face-to-face.

Note. F2F = face-to-face; PSR = pharmaceutical sales representatives.

Note. The rows show total, direct, and indirect effects, respectively.

^a Indicates insignificant results.