Title :
Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations
Author :
Trucco, Martina Y. ; Amirkhanova, Saidat
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;
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
DOI :
10.1109/CEC-EEE.2006.92
