Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations

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http://doi.ieeecomputersociety.org/10.1109/CEC-EEE.2006.92

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	ASCII Text	x
	Martina Y. Trucco, Saidat Amirkhanova, "Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations," E-Commerce Technology, IEEE International Conference on, and Enterprise Computing, E-Commerce, and E-Services, IEEE International Conference on, pp. 25, The 8th IEEE International Conference on E-Commerce Technology and The 3rd IEEE International Conference on Enterprise Computing, E-Commerce, and E-Services (CEC/EEE'06), 2006.

	BibTex	x
	@article{ 10.1109/CEC-EEE.2006.92, author = {Martina Y. Trucco and Saidat Amirkhanova}, title = {Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations}, journal ={E-Commerce Technology, IEEE International Conference on, and Enterprise Computing, E-Commerce, and E-Services, IEEE International Conference on}, volume = {0}, year = {2006}, isbn = {0-7695-2511-3}, pages = {25}, doi = {http://doi.ieeecomputersociety.org/10.1109/CEC-EEE.2006.92}, publisher = {IEEE Computer Society}, address = {Los Alamitos, CA, USA}, }

	RefWorks Procite/RefMan/Endnote	x
	TY - CONF JO - E-Commerce Technology, IEEE International Conference on, and Enterprise Computing, E-Commerce, and E-Services, IEEE International Conference on TI - Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations SN - 0-7695-2511-3 SP EP A1 - Martina Y. Trucco, A1 - Saidat Amirkhanova, PY - 2006 KW - e-commerce KW - e-detailing KW - e-marketing KW - pharmaceutical marketing VL - 0 JA - E-Commerce Technology, IEEE International Conference on, and Enterprise Computing, E-Commerce, and E-Services, IEEE International Conference on ER -

Martina Y. Trucco, Hewlett-Packard Co.

Saidat Amirkhanova, Novartis Pharma AG

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.

Index Terms:

e-commerce, e-detailing, e-marketing, pharmaceutical marketing

Citation:

Martina Y. Trucco, Saidat Amirkhanova, "Transforming Pharmaceutical Marketing Through e-detailing: Case Studies and Recommendations," cec-eee, pp.25, The 8th IEEE International Conference on E-Commerce Technology and The 3rd IEEE International Conference on Enterprise Computing, E-Commerce, and E-Services (CEC/EEE'06), 2006

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