Factors Influencing Physicians in the Adoption of E-Detailing in the in-Vitro Diagnostic Industry

Abstract

The pandemic has hastened the need for in-vitro diagnostic (IVD) companies to blend digital and traditional sales strategies. This study explores factors influencing physicians’ adoption of e-detailing in the IVD industry. Dependent variables include physicians’ perceptions and intention to use e-detailing, while independent variables encompass the socio-demographic characteristics of the respondents. Physicians’ perceptions were also explored if they influenced intentions to use e-detailing. The study excluded physicians outside the National Capital Region and those not involved in patient consultations. With 408 participants, descriptive statistics and Structural Equation Modeling were utilized to identify sociodemographic characteristics influencing physicians’ perceptions, behavioral intentions, and intention to use e-detailing. A thematic analysis was used to identify common themes doctors use to obtain information about IVD tests. Approximately 76% of respondents find e-detailing advantageous, with 70% agreeing on its compatibility and 80% believing it is easy to use. The majority (77%) consider using e-detailing to stay updated on in-vitro diagnostic tests, and 75% intend to use it regularly in the future to obtain such information. However, only 43% express a willingness to switch from face-to-face detailing. More than half of the respondents (52%) prefer to use a combination of face-to-face visits and e-detailing. The study found that the years of medical practice and the medical hierarchy significantly influenced physicians’ perceptions of adopting e-detailing. Physicians who viewed e-detailing as advantageous, compatible with their professional needs, and less complex were more inclined to adopt the digital tool for their practice. However, demographic factors did not significantly affect physicians’ intentions regarding e-detailing. This study recommends creating high-quality e-detailing materials for Filipino physicians, ensuring accessibility, personalizing content, incorporating multimedia, promoting two-way communication, regularly updating, offering expert interaction, and continuously collecting physician feedback.