Özet:

It is crucial to benefit from the information technologies to be able to make your voice heard in the information society. Such technologies substantially affect the national economies, institutions and people. During this process the medical services sector has also been going through a rapid evaluation and try to adapt to new technologies. Electronic detailing is one of the alternative new technologies to traditional medical promotional tools through which the medical firms use to access the medical staff on the basis of information technology. Electronic detailing, incorporated into modern technology platforms is a cost-effective and innovative interactive tool used on online marketing communication activities during the product presentations and sales processes. The purpose of this study is to determine the attitudes and approaches of the physicians, the main stakeholders on health services, against the electronic pharmaceutical marketing (e-detailing). Thus, 129 physicians determined as the target group was implemented a survey. The data obtained on the survey was analyzed through T-Test, Anova and Correlation Analysis. The results proved that the attitudes of the physicians against e-detailing vary as per departments they serve.

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