Medical Representatives' Intention to Use Information Technology in Pharmaceutical Marketing / 대한의료정보학회지
Healthcare Informatics Research
;
: 342-350, 2016.
Article
Dans Anglais
| WPRIM
| ID: wpr-25600
ABSTRACT
OBJECTIVES:
Electronic detailing (e-detailing), the use of electronic devices to facilitate sales presentations to physicians, has been adopted and expanded in the pharmaceutical industry. To maximize the potential outcome of e-detailing, it is important to understand medical representatives (MRs)' behavior and attitude to e-detailing. This study investigates how information technology devices such as laptop computers and tablet PCs are utilized in pharmaceutical marketing, and it analyzes the factors influencing MRs' intention to use devices.METHODS:
This study has adopted and modified the theory of Roger's diffusion of innovation model and the technology acceptance model. To test the model empirically, a questionnaire survey was conducted with 221 MRs who were working in three multinational or eleven domestic pharmaceutical companies in Korea.RESULTS:
Overall, 28% and 35% of MRs experienced using laptop computers and tablet PCs in pharmaceutical marketing, respectively. However, the rates were different across different groups of MRs, categorized by age, education level, position, and career. The results showed that MRs' intention to use information technology devices was significantly influenced by perceived usefulness in general. Perceived ease of use, organizational and individual innovativeness, and several MR characteristics were also found to have significant impacts.CONCLUSIONS:
This study provides timely information about e-detailing devices to marketing managers and policy makers in the pharmaceutical industry for successful marketing strategy development by understanding the needs of MRs' intention to use information technology. Further in-depth study should be conducted to understand obstacles and limitations and to improve the strategies for better marketing tools.
Texte intégral:
Disponible
Indice:
WPRIM (Pacifique occidental)
Sujet Principal:
Personnel administratif
/
Commerce
/
Intention
/
Marketing
/
Diffusion des innovations
/
Industrie pharmaceutique
/
Éducation
/
Corée
Type d'étude:
Étude pronostique
/
Recherche qualitative
/
Revue systématique des études observationnelles
Limites du sujet:
Humains
Pays comme sujet:
Asie
langue:
Anglais
Texte intégral:
Healthcare Informatics Research
Année:
2016
Type:
Article
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