Physicians' Adoption of Pharmaceutical E-Detailing: Application of Rogers' Innovation-Diffusion Model

Abstract

Electronic detailing (e-detailing) means using digital technology by pharmaceutical companies as a means of relaying information about pharmaceutical products to physicians. This study addresses the factors that could affect the decision of physicians to adopt e-detailing technology. Based on the theoretical foundations of technology adoption models, Rogers' work on diffusion of innovations could be useful to study physicians' adoption of e-detailing. The authors propose a revised model to help explain physicians' adoption of e-detailing.