Factors Influencing Physicians in the Adoption of e-Detailing in the in-vitro Diagnostic Industry

Abstract

Background: The COVID-19 pandemic has prompted pharmaceutical and in-vitro diagnostic companies to integrate digital and traditional sales strategies, posing challenges for developing nations like the Philippines. This study investigated factors influencing physicians' adoption of e-detailing in the IVD industry. Doctors’ perceptions of e-detailing, their intention to use it for information acquisition, and their influence on socio demographic characteristics such as age, gender, years in practice, medical hierarchy level, the volume of laboratory requests, and frequency of interaction with pharmaceutical sales representatives were determined. The study identified the source of information used by physicians in acquiring new trends. The study excluded physicians outside the National Capital Region and those not involved in patient consultations.

Methods: With 408 participants, descriptive statistics and Structural Equation Modeling were utilized to identify sociodemographic characteristics influencing physicians' perceptions, behavioral intentions, and intention to use e-detailing. A thematic analysis was used to identify common themes doctors use to obtain information about IVD tests.

Results & Conclusion: The study revealed three factors influencing physicians' decisions to adopt e-detailing in the IVD industry: perceived advantages, compatibility, and complexity of e-detailing. Most doctors believe e-detailing improves patient management quality and is compatible with the pandemic. However, there is a mixed reaction to switching from face-to-face interactions to e-detailing. Some doctors preferred direct communication, while others were more open to digital platforms. The years of medical practice and hierarchy level significantly impact physicians' perception of e-detailing. Physicians who perceive e-detailing as advantageous, compatible with their professional needs, and less complex are likely to adopt this digital tool. Age, years of practice, medical hierarchy, number of lab requests, and frequency of interactions with PSRs did not significantly influence physicians' intention to adopt e-detailing. Physicians use various communication tools to acquire knowledge about in-vitro diagnostic tests, including medical congresses, face-to-face visits and e-detailing, IVD company webinars, and social media. The most preferred method of communication is the combination of face-to-face visits and e-detailing.

Recommendation: This study recommends creating high-quality e-detailing materials for Filipino physicians, ensuring accessibility, personalizing content, incorporating multimedia, promoting two-way communication, regularly updating, offering expert interaction, and continuously collecting physician feedback.

Note:
Funding Information: This study was self-funded by author Anne Jillian Castillo.

Declaration of Interests: There are no conflicts of interest to declare.

Ethics Approval Statement: The researcher assures the participants that all information gathered in this survey will remain private and confidential in compliance with the Data Privacy Act of the Philippines. The identity of the participants will not be disclosed and will remain anonymous. With this, participants are not required to provide their names and other information that will reveal their identity. Lastly, this research has obtained ethical clearance from the University of Santo Tomas Graduate School Review Ethics Committee.

Keywords: E-Detailing, IVD, In Vitro Diagnostics, Physicians, Medical Marketing