M e d i c i n e A ve 2 in online details. While a novelty in 2001—fueled by the ability to offer honoraria to compensate for a physician's time—e-detailing is now an accepted part of an advertising agency's tactical planning process for targeted points throughout the product life cycle. In fact, there is a growing body of evidence showing that market demand and physician value may be optimal at the beginning and end of the product life cycle. The second core trend—the introduction of the tablet PC detailing aid—initially created tension and fear rather than enthusiasm among traditional professional ad agencies. However, since eight of the top 10 pharmaceutical manufacturers have now implemented tablet PC detailing platforms, agencies have learned to develop the multi-varied content that this new medium uses. The new, digitally enhanced detailing platform enables agencies not only to design and build a more relevant, engaging physician experience, but also to capture data about each encounter to use in an interactive Electronic Detailing Trends Over Time 70% * Have Participated in eDetailing 60% 50% 40% 30% 20% 10% 0 %&— 2001 2003 2005 2007 2009 Source: Taking the Pulse* 2001-2009 (Manhattan Research) 116
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