SUMMARY

eDetailing is an effective promotional tool and will be used more often by physicians in the future. A recent study by Manhattan Research, for example, indicated that eDetailed physicians expect their time spent accessing eDetailing to increase by almost 66 percent in the near future. However, physicians often participate in eDetailing solely for the honoraria. Under pressure from public opinion, government regulations and self regulation, pharma companies face a growing challenge to capture the interest of physicians to deliver brand messages. Clearly, new incentives are needed to keep physicians interested in product promos and eDetails. Physician education, including CME and access to KOLs, may be the e-tail that wags the eDetailing dog.

This article reviews Lathian Systems' online solutions that are designed to help pharma companies capture the interest, gain the access, and obtain the time required to deliver effective educational programs to physicians. Topics discussed include:

• Evolving Incentives
• Physician Education
• Any Time, Any Place
• Benefits of Lathian's eLearning Solution
• Measure, Measure, Measure
• Getting the Sales Rep in the Loop