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In order to gain a better understanding of the benefits of a relatively new and increasingly popular digital promotion medium, we analyzed over two dozen e-detailing programs conducted by Group DCA, a leading provider of digital promotional services to the pharmaceutical industry. The results were unequivocal:
- E-detailing is very successful in persuading physicians to prescribe.
-It is effective both for physicians who are heavily committed and for those who are relatively indifferent to the promoted product.
- It can convert non-prescribers of a product into prescribers.
- It generates a very high return on investment (ROI).
- There is a direct relationship between the magnitude of the investment in e-detailing and the magnitude of the resultant profits, allowing marketers to manage to profit targets.