Preferences in the Detailing Process Among Young and Senior Physicians

Detailing is the method of communication in which a healthcare professional is conveyed about a product of a pharmaceutical industry. It is important to understand the preferences of physicians in the detailing process as physician have to cater to the treatment of patients and also keep themselves updated about the advancements made in the pharmaceutical industry. Hence, this study aims to highlight the preferences of physicians in the detailing process based on two different age groups of physicians, young and adult. Seven parameters: convenience of timing, day, interaction time, technology failure, duration of detailing, personalized information and social interaction skills of medical representatives were taken for the study. 425 physicians were approached, and their viewpoints were taken on a seven point Likert scale for the variables identified for the study. It was found that physicians above 45 years are more flexible in providing time to the medical representatives than physicians of age 25–45, and they expect more personalized information.