Physicians' Adoption of Pharmaceutical E-Detailing: Application of Rogers' Innovation-Diffusion Model

Abstract

Electronic detailing (e-detailing) means using digital technology by pharmaceutical companies as a means of relaying information about pharmaceutical products to physicians. This study addresses the factors that could affect the decision of physicians to adopt e-detailing technology. Based on the theoretical foundations of technology adoption models, Rogers' work on diffusion of innovations could be useful to study physicians' adoption of e-detailing. The authors propose a revised model to help explain physicians' adoption of e-detailing.

KEYWORDS:

• adoption
• diffusion of innovation
• e-detailing
• e-marketing
• e-promotion
• pharmaceutical detailing
• pharmaceutical marketing
• Rogers' model
• technology acceptance model
• video and interactive e-detailing