Özet:

Health services are amongst the most rapidly growing sectors in the developed and developing economies. The pharmaceutical sector, a sub division within this sector, also emerges as one of the rapidly developing sectors likewise. The most important stimulant making the health sector and, accordingly, the pharmaceutical sector grow is the developments on Internet technology. The improvements on information technologies and means of social media brought about new approaches with regards to the pharmaceutical promotional activities as well as on any other fields in life. Not only the communication process between the stakeholders accelerated, but also access to information turned out to be fairly easy. Thus, pharmaceutical companies nowadays spend more money for their infrastructure investments and e-detailing activities for not losing their shares on the competitive market. This fact also led the physicians to change their attitudes. They tend to prefer benefiting from e-detailing during the learning process in order to use their time in the most efficient and economic way. The aim of this study is to examine the e-detailing practices, one of the most commonly used digital means in the marketing process, and determine the approach and attitudes of the physicians, one of the health service stakeholders. For this purpose, 129 physicians in the targeted sphere have been surveyed. Frequency tables have been formed from the collected data and mood-state adjective pairs related to e-detailing have been analyzed. Additionally, multiple regression analysis has been employed in order to determine the variables explaining the attitudes of the physicians against e-detailing.

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