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by Anne Jillian Castillo (Author)
The pandemic has accelerated the necessity for in-vitro diagnostic (IVD) companies to integrate digital and traditional sales strategies effectively. This study, recognized as the first known research worldwide to explore e-detailing in the IVD industry, investigates the factors influencing physicians' adoption of e-detailing within this sector. It delves into how socio-demographic characteristics, such as age, gender, educational background, and years of professional experience, impact physicians' perceptions and their intention to use e-detailing. Additionally, it evaluates whether these perceptions directly influence their willingness to embrace this technology as part of their practice. By focusing on physicians within the National Capital Region who are actively involved in patient consultations, this study ensures a targeted and relevant analysis of this critical shift in sales strategy. The research aims to provide a comprehensive understanding of the barriers and facilitators to e-detailing adoption, offering valuable insights for IVD companies seeking to enhance their engagement strategies. Through this focused approach, the study contributes to a broader understanding of the digital transformation in healthcare sales and its implications for the future of physician-industry interactions.
