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Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India Views of the company personnel

Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing... Purpose – The purpose of this study is to unearth the factors influencing the scope and acceptability of E‐detailing concepts recently started by domestic as well as multinational companies in India. Design/methodology/approach – The objective is to capture views of pharmaceutical company personnel about E‐detailing to understand factors influencing acceptance and execution of E‐detailing as a marketing communication tool. This study is based on primary data collected from the Delhi/NCR area of India. To analyze the data, an attempt is made to identify latent factors that influence various measurable characteristics. Gonzalez and Bello's approach is used in factor analyzing the responses to identify prominent influencing factors behind the adoption of E‐detailing by pharmaceutical companies. Findings – As viewed by the company personnel, managerial readiness, operational capabilities, audience acceptance and market accessibility are the most important factors responsible for proper acceptability of E‐detailing program. Other motivators are convenience mode of communication, brand acceptance in the market, a deep relationship development with target physicians. This has a positive impact on the profit curve of the companies. Practical implications – Results from this study will help pharmaceutical companies operating in India to understand factors influencing scope and acceptability of E‐detailing as an important marketing communication tool. Pharmaceutical companies may chart their strategic communication roadmap in line with the same. Originality/value – In this paper, we have identified factors responsible for acceptance and execution of E‐detailing as a pharmaceutical marketing communication tool. These factors may be tested in different countries and intensity may be analyzed beyond country boundaries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Factors influencing scope and acceptability of E‐detailing as a pharmaceutical marketing communication tool in emerging economies like India Views of the company personnel

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6123
DOI
10.1108/17506121111149253
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this study is to unearth the factors influencing the scope and acceptability of E‐detailing concepts recently started by domestic as well as multinational companies in India. Design/methodology/approach – The objective is to capture views of pharmaceutical company personnel about E‐detailing to understand factors influencing acceptance and execution of E‐detailing as a marketing communication tool. This study is based on primary data collected from the Delhi/NCR area of India. To analyze the data, an attempt is made to identify latent factors that influence various measurable characteristics. Gonzalez and Bello's approach is used in factor analyzing the responses to identify prominent influencing factors behind the adoption of E‐detailing by pharmaceutical companies. Findings – As viewed by the company personnel, managerial readiness, operational capabilities, audience acceptance and market accessibility are the most important factors responsible for proper acceptability of E‐detailing program. Other motivators are convenience mode of communication, brand acceptance in the market, a deep relationship development with target physicians. This has a positive impact on the profit curve of the companies. Practical implications – Results from this study will help pharmaceutical companies operating in India to understand factors influencing scope and acceptability of E‐detailing as an important marketing communication tool. Pharmaceutical companies may chart their strategic communication roadmap in line with the same. Originality/value – In this paper, we have identified factors responsible for acceptance and execution of E‐detailing as a pharmaceutical marketing communication tool. These factors may be tested in different countries and intensity may be analyzed beyond country boundaries.

Journal

International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing

Published: Jun 28, 2011

Keywords: E‐marketing; E‐detailing; Health care professionals; PSRs; Factor analysis; Health care; India

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