A New Debate for Turkish Physicians: E-Detailing
Makaleler > Tam Makale · 2012
Yazarlar: Keti VENTURA, Miray BAYBARS, Ayla ÖZHAN DEDEOĞLU
Health Marketing Quarterly, Uluslararası, Scopus, 2012, cilt 29, ss 362-377
DOI: 10.1080/07359683.2012.732879
Özet
The study presents an empirical analysis of the attitudes of Turkish physicians towards e-detailing practices compared to face-to-face detailing. The findings reveal that although physicians have positive attitudes toward e-detailing, on some points they are still undecided and/or have doubts. The structural model revealed that affect, convenience, and informative content influence their attitude in a positive manner, whereas the personal interaction was found to be a negative factor. Physicians' age and frequency of calls received from representatives are moderators. The present study can be seen as an addition to pharmaceutical marketing, an underresearched study field in Turkey, and e-detailing particularly.