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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:

  • 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
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.


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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