DocumentCode
2068762
Title
Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations
Author
Trucco, Martina Y. ; Amirkhanova, Saidat
fYear
2006
fDate
26-29 June 2006
Firstpage
25
Lastpage
25
Abstract
This paper presents an overview of how online product detailing ("e-detailing") is transforming traditional pharmaceutical marketing methods, as well as presenting results from a meta-analysis of pilot programs at several companies. Case studies from various multinational companies are presented and analyzed. Recommendations for successful implementation are offered based on the programs studied
Keywords
electronic commerce; marketing data processing; pharmaceutical industry; e-commerce; e-detailing; e-marketing; online product detailing; pharmaceutical marketing; Advertising; Computer aided software engineering; Costs; Drugs; Force control; Investments; Marketing and sales; Pharmaceuticals; Portfolios; Productivity; e-commerce; e-detailing; e-marketing; pharmaceutical marketing;
fLanguage
English
Publisher
ieee
Conference_Titel
E-Commerce Technology, 2006. The 8th IEEE International Conference on and Enterprise Computing, E-Commerce, and E-Services, The 3rd IEEE International Conference on
Conference_Location
San Francisco, CA
Print_ISBN
0-7695-2511-3
Type
conf
DOI
10.1109/CEC-EEE.2006.92
Filename
1640280
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