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**75**

**Chapter 4**

**Abstract**

marketing

**1. Introduction**

**2. Methods**

pharmaceutical industry.

E-Detailing: Keyways for

Successful Implementation

Pharmaceutical Marketing

the advantages and the challenges in the use of e-detailing.

*Stefan Balkanski and Ilko Getov*

but is slowly making its way into Europe.

**3. Overview of the pharmaceutical industry**

of Digital Technologies in the

E-detailing describes the use of IT tools for promotional activities—delivering information for pharmaceutical products to customers (health professionals, medical personnel, and patients). It includes using electronic channels to interact with customers, as well as electronic support for sales reps in their everyday work. It is a strong and potential tool in the pharmaceutical marketing. This chapter describes

**Keywords:** e-detailing, electronic visits, pharmaceutical marketing, pharmaceutical detailing, healthcare professionals, pharmaceutical sales representatives, digital

E-detailing (electronic visits, e-visits) is the generalized term to describe the use of digital technology for promotional activities for pharmaceutical products, mainly via the Internet. This approach is more commonly used in the United States

A literature search was conducted in several databases (Google Scholar, Science

The pharmaceutical industry is one of the largest and dynamic economic sectors. IQVIA indicates that the global spending on medicines will grow to nearly \$1.5

Direct, and Scopus). A narrative review was undertaken from the published literature on original studies, and systematic reviews published from 2000 to 2019 were included to provide insights into the use of e-detailing. The search was limited to the English language. The data were revised and summarized into a full body review that describes e-detailing as a marketing tool and its implementation in the

## **Chapter 4**
