Factors Influencing Adoption of E-detailing as a Communication Tool

Abstract

In India, the concept of Electronic detailing (E-detailing) as a marketing communication tool is getting momentum in recent times. However, to ensure wide acceptance and long term sustainability of this tool, pharma companies should well aware about the factors that influence adoption of E-detailing by Indian Physicians. Still, to the best of our knowledge, there is limited academic research in this area. In this backdrop, the objective of this study is to unearth factors that influence adoption of E-detailing by Physicians of India. Research outcome may help pharma companies to draw a strategic communication roadmap for effective use of E-detailing for product message communication to the Physicians. The study is based on primary data collected from the Delhi/ National Capital Region (NCR) area from India. To analyze the data, an attempt is made to identify latent factors that influencing various measurable characteristics. Approach of Gonzalez et al. (2002) is used in factor analyzing the responses to identify prominent influencing factors behind the adoption of E-detailing by Physicians. As viewed by the physicians, communication credibility and convenient communication are two most important impetuses for adoption of E-detailing. Other important motivating factors are managing Professional Service Representatives (PSRs), information accessibility and empowered decision making.