Impact of e-detailing on the number of new prescriptions

Füsun F. Gönül, Franklin J. Carter

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

The recent trend of e-detailing in the pharmaceutical industry aims to increase the effectiveness of promotion of prescription products to physicians at a less expensive way than traditional detailing. In the proposed promotion response model, the effect of e-detailing on new prescriptions is accounted for in the presence of traditional face-to-face detailing and a host of product-specific factors. The model is calibrated on 21 ethical pharmaceutical products in six diverse therapeutic categories over a period of two years using datasets from two industrial sources. We estimate our model once at the aggregate level and once using a fixed-effects methodology to account for unobserved heterogeneity across products. We find that prescription product (Rx) manufacturers appear to benefit from increasing both e-detailing and traditional detailing. Our findings also lead us to conclude that there is room for improving the synergy between the two types of detailing.

Original languageEnglish (US)
Pages (from-to)101-111
Number of pages11
JournalHealth Care Management Science
Volume13
Issue number2
DOIs
StatePublished - Jun 1 2010

All Science Journal Classification (ASJC) codes

  • Medicine (miscellaneous)
  • Health Professions(all)

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