Detailing in pharmaceutical industry is defined as the process of communicating the pharmaceutical product message to health care professionals (HCPs, primarily clinicians). In reality, for pharma representative, actual detailing lasts for only few minutes, but the preparation and waiting time is very long. As a result, there is an increasing trend of using interactive e-detailing, video e-detailing and other physicians’ online forums. E-detailing is one of such selling process recently adopted by pharmaceutical companies in India for communicating product messages to the HCPs. As this is a new way of communication, not much is known about the views of physicians about E-detailing. In this backdrop, the purpose of this study is to analyze the scope and acceptability of e-detailing concepts recently started by domestic as well as multinational pharmaceutical companies in India. The objective of the article is to understand the role of different demographic, social, and behavioral variables behind acceptability of e-detailing by physicians of India. The result from ordered probit estimation reveals that the professional service representative (PSR) visit, invitation, and detailing type have a positive impact on the probability of acceptance of e-detailing. Moreover, it can be seen that marginal increase in the PSR visit, invitation, and detailing type increases the probabilities of e-detailing acceptability among physicians. One can see that, in India, physicians consider e-detailing as more of complimentary in nature to ensure a holistic effect of pharmaceutical marketing communication.
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