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American Journal of  Medical 
Science and Innovation (AJMSI) 

Factors Influencing Physicians in the Adoption of  E-Detailing in the in-Vitro Diagnostic 
Industry

Anne Jillian Castillo1*, Ernesto Dimaculangan1

Volume 3 Issue 1, Year 2024
ISSN: 2836-8509 (Online)

DOI: https://doi.org/10.54536/ajmsi.v3i1.2978
https://journals.e-palli.com/home/index.php/ajmsi

Article Information ABSTRACT

Received: April 28, 2024
Accepted: May 31, 2024
Published: June 04, 2024

The pandemic has hastened the need for in-vitro diagnostic (IVD) companies to blend 
digital and traditional sales strategies. This study explores factors influencing physicians’ 
adoption of  e-detailing in the IVD industry. Dependent variables include physicians’ 
perceptions and intention to use e-detailing, while independent variables encompass the 
socio-demographic characteristics of  the respondents. Physicians’ perceptions were also 
explored if  they influenced intentions to use e-detailing. The study excluded physicians 
outside the National Capital Region and those not involved in patient consultations. With 
408 participants, descriptive statistics and Structural Equation Modeling were utilized to 
identify sociodemographic characteristics influencing physicians’ perceptions, behavioral 
intentions, and intention to use e-detailing. A thematic analysis was used to identify 
common themes doctors use to obtain information about IVD tests. Approximately 76% 
of  respondents find e-detailing advantageous, with 70% agreeing on its compatibility and 
80% believing it is easy to use. The majority (77%) consider using e-detailing to stay updated 
on in-vitro diagnostic tests, and 75% intend to use it regularly in the future to obtain such 
information. However, only 43% express a willingness to switch from face-to-face detailing. 
More than half  of  the respondents (52%) prefer to use a combination of  face-to-face 
visits and e-detailing. The study found that the years of  medical practice and the medical 
hierarchy significantly influenced physicians’ perceptions of  adopting e-detailing. Physicians 
who viewed e-detailing as advantageous, compatible with their professional needs, and 
less complex were more inclined to adopt the digital tool for their practice. However, 
demographic factors did not significantly affect physicians’ intentions regarding e-detailing. 
This study recommends creating high-quality e-detailing materials for Filipino physicians, 
ensuring accessibility, personalizing content, incorporating multimedia, promoting two-way 
communication, regularly updating, offering expert interaction, and continuously collecting 
physician feedback.

Keywords
E-detailing, IVD, Physicians

1 The Graduate School, University of  Santo Tomas, Espana Boulevard, 1015 Manila, Philippines
* Corresponding author’s e-mail: annejillian.castillo.gs@ust.edu.ph

INTRODUCTION 
COVID-19 is a worldwide emerging infectious disease 
targeting the respiratory system. It is caused by the 
SARS-CoV-2 virus, which was first reported in Wuhan 
province in China last December 2019 (Liu et al., 2020). 
Due to its continuous spread globally, the World Health 
Organization declared it a pandemic on March 11, 2020 
(Majumdar et al., 2020).
With the challenges brought about by the COVID-19 
pandemic, clinicians became more interested in In-Vitro 
Diagnostics (IVD) to be updated with the new diagnostic 
tests that can help diagnose and monitor this disease. 
The US Food and Drug Administration defined in-vitro 
diagnostic products as assays and instruments used to 
examine specimens taken from the human body such 
as blood, urine, and other body fluids to diagnose and 
monitor diseases. In-vitro diagnostic tests are also used 
in disease prognosis and treatment management (Song 
and Zhu, 2020). It has been widely cited that in-vitro 
diagnostic tests are responsible for up to 70% of  medical 
decisions made by clinicians (Davis, 2014). Therefore, 
appropriate IVD tests are needed to know better the 
causative agent for emerging infectious diseases like 
COVID-19 (Graziadi et al., 2020). 

The in-vitro diagnostic industry is composed of  
companies supplying medical laboratories with 
IVD products utilized by healthcare professionals, 
healthcare institutions, and even patients themselves 
in managing medical conditions (Davis, 2014). Unlike 
the pharmaceutical industry, wherein companies direct 
their promotion to clinicians through various marketing 
communication tools, the IVD industry focuses more on 
creating face-to-face marketing campaigns intended for 
the stakeholders of  medical laboratories like pathologists, 
medical technologists, and hospital administrators. 
In the study conducted by Engel N. et al. (2016), Global 
Health Delivery Online (GHDonline) Expert Panel 
participants highly suggest making clinicians in public and 
private sectors more aware of  the updates regarding the 
IVD tests available in the market to encourage its utility 
in their patient management. Nandy and Pal (2016) state 
that detailing, a process of  introducing the product and 
highlighting its advantages to clinicians has been a useful 
marketing communication tool in the pharmaceutical 
industry for over the last thirty to forty years. Also, in a 
study conducted by Pokharel (2017), it has been found that 
detailing to clinicians is the most effective promotional 
and marketing tool in the pharmaceutical industry.  



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However, the researcher has not found any studies that 
discuss detailing as a marketing communication tool in 
the IVD Industry. 
Moreover, in 2020, research conducted by consulting 
firm Accenture, it has been realized that physicians 
became more interested in knowing more information 
on patient drug therapies, medical diagnostic tests, and 
manufacturers’ support services. Moreover, despite the 
in-person restrictions in place, more than half  of  the 
physicians who responded to the survey said they are 
curious to learn about new treatments and diagnostic tests, 
and 61 percent said they are interacting with reps more 
now than they were before the COVID-19 pandemic. 
GlobalData (2021) conducted a survey of  experts in 
the pharmaceutical sector from 19 April to 18 May 
2021 and found that 75% of  the 456 participants 
thought that virtual interaction would continue after the 
COVID-19 issue passed, either as a stand-alone option 
or as a combination of  in-person and virtual encounters. 
Also from the same survey, only 25% of  healthcare 
professionals (HCPs) anticipated a return to pre-
pandemic levels of  in-person encounters, highlighting 
the shift in physicians’ preferences and emphasizing that 
pharmaceutical and medical diagnostic companies will 
need to look for novel approaches such as new software 
or tools to forge meaningful connections. Additionally, 
according to a survey by Accenture (2020), 87% of  
HCPs want to continue holding virtual meetings or a 
combination of  virtual and in-person meetings even after 
the pandemic has ended. Only 10% favor returning to the 
customs of  in-person meetings before COVID.
The constraints of  face-to-face marketing activities 
brought by COVID-19 even beyond the pandemic has 
made IVD companies consider electronic detailing or 
e-detailing, a widely used marketing communication 
tool in the pharmaceutical industry. Balkanski and 
Getov (2019) define E-detailing as a marketing tool that 
utilizes an online channel and information technology to 
promote pharmaceutical products. Moreover, Davidson 
and Sivadas (2014) state that physicians prefer e-detailing 
since it enables them to access product information at 
their most convenient time. 
While e-detailing is highly encouraged nowadays due 
to the limitations of  access to doctors’ clinics, most 
physicians still believe that it will never replace face-to-
face interaction with pharmaceutical sales representatives 
(Balkanski and Getov, 2019). Additionally, a survey 
conducted in Japan by Nikkei Research Inc. (2021) 
highlighted the relevance of  PSRs and their significant 
role in spreading the word about new medical products 
and technology, however, it was also mentioned that 
digital content is set to grow. Hence, the COVID-19 
pandemic has forced companies in the pharmaceutical 
and IVD industries to adapt and synergize digital and 
traditional sales and marketing approaches. However, 
although digital marketing tools like e-detailing have 
a vast potential to be more efficient and convenient 
for clinicians and medical sales representatives, digital 
execution is a considerable challenge for developing 

countries like the Philippines (Syrkiewicz-S’witała et al., 
2016). Also, Balkanski and Getov (2019) mentioned 
that the initial implementation of  e-detailing might bear 
additional costs in a company’s marketing budget.
This research aims to determine the influence of  different 
socio-demographic factors and innovation perceptions 
of  Filipino physicians towards the adoption of  e-detailing 
and identify their source of  information about the trends 
in the in-vitro diagnostic industry. Participants of  this 
study are patient-facing physicians in the National Capital 
Region of  the Philippines, where most of  the doctors 
in the country are practicing. Furthermore, this study’s 
variables are anchored in Roger’s diffusion of  innovations 
theory (DOI) and the Technology Acceptance Model 
(TAM), the two most common theories for technology 
adoption in the medical industry.
Lastly, this study’s outcome may encourage IVD companies 
to employ e-detailing as an essential communication tool 
that can help keep physicians updated with the trends in 
the IVD industry. As a result, the use of  inappropriate 
tests will be reduced, which will eventually improve 
physician’s patient management.

MATERIAL AND METHODS
Research Design
This research study will employ a descriptive correlational 
design to accurately portray the characteristics of  
research stakeholders and determine whether innovation 
perceptions on e-detailing influence behavioral intention 
and socio-demographics. 

Subjects and Study Site
The respondents of  the study are patient-facing physicians 
practicing in the National Capital Region who are below 
the age of  sixty. Hence, physicians who are practicing 
outside NCR and whose practice does not involve patient 
consultations, such as pathologists, anesthesiologists, 
radiologists, nuclear medicine specialists, and forensic 
medicine specialists, will not be included in the study. 
Senior or aging physicians (aged 60 and above) will be 
excluded from this research since they are considered to 
be part of  the vulnerable population. The total sample 
size of  respondents is 408 out of  the 11,426 physicians. 

Research Instrument
The research instrument mainly uses seven different 
articles to adapt the current questionnaire, namely:

Integrating TPB, TAM and DOI Theories
An empirical evidence for the adoption of  mobile 
banking among customers in Klang Valley, Malaysia by 
Alam et al. (2018) with Cronbach’s alpha values ranging 
from 0.705 to 0.888

Perceptions of  Adopters Versus Non-Adopters of  a 
Patient Portal
An application of  diffusion of  innovation theory by 
Emani et al. (2018) with Cronbach’s alpha values ranging 
from 0.82 to 0.90.



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Knowledge and Attitudes of  Doctors Towards 
E-Health Use in Healthcare Delivery in Government 
and Private Hospitals in Northern Uganda
A cross-sectional study by Olok et al. (2015) with most of  
the Cronbach’s alpha values are 0.7 except for complexity 
with an alpha value below 0.7.

Are Physicians Likely to Adopt Emerging Mobile 
Technologies?
Attitudes and Innovation Factors Affecting Smartphone 
Use in the Southeastern United States by Putzer and Park 
(2012) with Cronbach’s alpha values ranging from 0.610 
to 0.916, which is considered within the acceptable range.

A New Debate for Turkish Physicians
E-Detailing by Ventura, Baybars, and Dedeoglu (2012) 
with Cronbach’s alpha values ranging from 0.819 to 0.919.

Perceptions of  the Provision of  Drug Information, 
Pharmaceutical Detailing, and Engagement with 
Non-Personal Promotion at a Large Physician’s 
Network
A mixed-methods study by Hincapie et al. (2021). 
Cronbach’s alpha values were not mentioned.

Physicians’ Perceptions of  Medical Representative 
Visits in Yemen
A qualitative study by Al-Areefi et al. (2013).
Furthermore, it made use of  the Likert scale to determine 
the overall response of  the participants.

Data Gathering Procedure
The survey questionnaire was administered electronically 
using google forms through letters addressed to different 
medical departments of  hospitals located in NCR with 
the permission of  the Philippine College of  Physicians 
(PCP) secretariat. The researcher also conducted a pilot 
test to ensure that all questions on the instrument are 
straightforward and that respondents fully understand all 
the items in the research instrument. After administering 
the pilot testing, the researcher will measure and analyze 
the internal consistency of  the research instrument, with 
the help of  a statistician, using Cronbach’s alpha test. This 
is to ensure that the questionnaire’s internal consistency is 
effective and reliable.

Ethical Considerations 
The researcher assures the participants that all 
information gathered in this survey will remain private 
and confidential in compliance with the Data Privacy 
Act of  the Philippines. The identity of  the participants 
will not be disclosed and will remain anonymous. With 
this, participants are not required to provide their names 
and other information that will reveal their identity. 
Lastly, this research has obtained ethical clearance from 
the University of  Santo Tomas Graduate School Review 
Ethics Committee.

Data Analysis 
Descriptive and factor analysis will be used to answer 
research questions 1 and 2, which are to know what 
perceptions influence physicians’ adaption to e-detailing 
and identify whether Filipino physicians have the 
intention to use digital tools to acquire information about 
new trends in the IVD industry. On the other hand, 
Structural Equation Modeling (SEM) will be utilized 
to identify which socio-demographic characteristics of  
physicians in the Philippines influence their perception 
towards e-detailing (research question 3), which 
perceptions of  the physicians influence their behavioral 
intention to use e-detailing (research question 4), and 
which socio-demographic characteristics of  physicians 
in the Philippines influence their behavioral intention to 
use e-detailing (research question 5). Lastly, a thematic 
analysis will be used to find the common theme that the 
doctors use to get information about IVD tests (research 
question 6).

Technology Acceptance Theories in the Health 
Industry
Patwardhan et al. (2014) state that the occurrence of  
technology acceptance among physicians has been viewed 
as an individual user’s acceptance due to the inevitable 
emergence of  essential technology in their practice. 
The two most common theories used in explaining user 
acceptance phenomenon are the Technology Acceptance 
Model (TAM), for the effect of  perceived beliefs on 
the innovation to behavioral intention to use, and the 
Diffusion of  Innovation Theory, for the impact of  
innovation factors on user’s perception of  the innovation 
(Patwardhan et al., 2015). Moreover, Hameed et al. (2012) 
state that TAM and DOI theories have been widely 
used in successfully identifying and predicting individual 
user acceptance or adoption of  information technology 
innovation.

Technology Acceptance Model (TAM)
Technology Acceptance Model (TAM) by Davis 
(1989) has been widely used to examine the physicians’ 
technology acceptance phenomenon for various 
electronic health industry technologies (Putzer and Park, 
2012). Also, TAM is recommended to be integrated 
into a framework involving DOI and TRI to examine 
innovation like the internet’s adaption pattern among 
physicians (Patwardhan, Pandey, and Dhume, 2014). 

Diffusion of  Innovation Theory (DOI)
Diffusion of  Innovation (DOI) states that an adaptation 
of  innovation starts when a specific population initially 
becomes aware of  a new way of  doing things and then 
develops an attitude towards it. After which, a decision to 
adopt or reject the innovation will be made. The diffusion 
result is that people would adopt a new behavior or idea 
and eventually become part of  their norm (Scott and 
McGuire, 2017). This approach can be adopted in the 



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context of  physicians who have similar attributes like 
specialty and educational qualification and their adoption 
as a decision-making phenomenon (Patwardhan et al., 
2014).

Relative Advantage (RA) 
Relative Advantage (RA) is defined as the level to which 
people assume that the new innovation or technology is 
better than the traditional one (Al-Rahmi et al., 2019). The 
studies of  Anwar (2020), Olok et al. (2015), and Putzer 
and Park (2012) have shown that RA is significant in 
influencing physicians’ intent to use innovation in the 
medical industry. Furthermore, the study of  Alkhateeb 
& Doucette (2009), cited by Balkanski & Getov (2020)1, 
shows that RA has a significant positive association in 
adopting e-detailing in the pharmaceutical industry.  In 
this study, which focuses on the in-vitro diagnostic industry, 
RA will be utilized to assess whether physicians perceive 
e-detailing as more convenient than traditional face-to-face 
detailing in acquiring information about IVD tests.

Compatibility (CP)
Al-Rahmi et al. (2019) and Emani et al. (2018) defined 
Compatibility (CP) as to how people feel that the 
innovation is compatible with their standards, previous 
involvements, and the probable adopters’ desires. Previous 
research have found a significant relationship between 
CP and the intent to use innovation (Anwar, 2020; Olok 
et al., 2015; and Putzer and Park, 2012) and adoption 
of  e-detailing (Alkhateeb & Doucette, 2009, cited in 
Balkanski & Getov, 2020).1But, in the past study of  
Emani, Compatibility did not emerge as a distinct factor. 
It failed to be distinguished with Relative Advantage. As 
explained by Karahanna et al., as cited in (Emani 2018), 
the idea of  Compatibility in the DOI theory idea as 
defined by Rogers (1962), focuses on needs which is one 
of  the elements of  Relative Advantage. Karahanna et al. 
(2006), as cited in Emani et al. (2018), proposed four new 
distinct constructs of  Compatibility: preferred work style, 
existing work practices, prior experience, and values. 
As suggested by Karahanna et al. (2006), as cited in Emani 
et al. (2018), future research, which will apply DOI theory, 
should focus on one or more of  the four new constructs 

to assess whether Compatibility emerges as a distinct 
factor that predicts adoption of  innovation. In this study, 
CP will be used to determine if  physicians perceive 
e-detailing as more appropriate in their preferred work 
style, existing work practices, and prior experience. 

Complexity (CO)
Another DOI factor considered by past studies in 
assessing the intention to use innovation (Anwar, 2020; 
Olok et al., 2015; and Putzer and Park, 2012) and adoption 
of  e-detailing in the pharmaceutical industry (Alkhateeb 
& Doucette, 2009, cited in Balkanski & Getov, 2020)1 
is Complexity. Complexity is the degree to which an 
innovation is perceived to be easy to use (Anwar, 2020). 
This variable is adapted in this research to analyze if  
physicians perceive e-detailing as an easy-to-use tool to 
access information about diagnostic tests.

Observability (OB) and Trialability (TR)
Observability (OB) is the idea wherein the innovation 
benefits are visible to others (Emani, 2018). The visibility 
of  a particular innovation’s results motivates the rest of  a 
specific group’s population to adopt the new technology 
or idea (Anwar, 2020). Meanwhile, Rogers (1962) defined 
Trialability as the capability to test an innovation on a 
limited basis to explore its implementation procedure, 
acceptability, and possible results. However, TR and OB 
will not be included in this study since e-detailing and 
even traditional face-to-face detailing are not commonly 
used by the IVD companies making it hard for physicians 
to observe the results of  e-detailing applications in the 
in-vitro diagnostic industry. Also, measuring TR and 
OB might be a challenge due to the lack of  physicians’ 
exposure to utilize e-detailing as a source of  information 
for IVD tests in their practice. 

RESULTS AND DISCUSSION
Perception of  Physicians on the Advantage of  E- 
Detailing over Face-to-Face Detailing
Based on physicians’ perceptions toward e-detailing, 
as indicated by the responses provided on Table 1, the 
following observations can be made regarding the relative 
advantages of  e-detailing.

Table 1: Perception of  Physicians on the Advantage of  E- detailing over Face-to-Face detailing
Items Strongly 

Agree 
Agree Disagree Strongly 

Disagree
Total 

Using e -detailing enables me to find information about in 
-vitro diagnostic tests more quickly 

48 320 26 14 408

Using e -detailing improves the quality of  my management to 
patients

29 351 28 0 408

Using e -detailing improves the quality of  medical work I do 55 308 45 0 408
Using e -detailing enables me to access information about in 
-vitro diagnostic tests in my own convenience

93 282 26 7 408

Using e -detailing increases  my work productivity 47 327 34 0 408



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In the first item, “Using e-detailing enables me to find 
information about in-vitro diagnostic tests more quickly”, 
320 physicians, which is 78.43% of  the respondents, 
agreed with the following statement while 48 respondents 
strongly agreed while 14 of  them strongly disagreed. This 
suggests that e-detailing provides a relative advantage 
in terms of  efficiency and time-saving compared to 
traditional methods of  gathering information.
E-detailing as a digital communication approach provides 
physicians with several benefits that allow them to 
locate information about in vitro diagnostic tests more 
expeditiously. Most e-detailing platforms offer searchable 
databases that enable physicians to quickly access 
specific information about in vitro diagnostics (Lettieri 
et al., 2022). These databases are typically designed to 
facilitate the easy retrieval of  product specifications, 
clinical information, research studies, and other pertinent 
data. Search filters and keywords can be used to locate 
the particular tests that a physician is interested in, thus 
saving time compared to manually searching through 
printed material or websites. An e-detailing platform 
can provide physicians with tailored and personalized 
content based on their individual needs and interests. 
This content can be delivered through user profiles or 
preferences that focus on in vitro diagnostic tests that 
correspond to the specialty, patient population, or areas 
of  interest of  the physician. Tailored content ensures 
that the most pertinent and applicable information 
to the practice is readily available, thus eliminating 
the need to search through unrelated materials. In 
addition, e-detailing platforms often feature intuitive and 
interactive navigation capabilities (Balkanski & Getov, 
2019). Physicians can use menus, hyperlinks, and clickable 
elements to quickly navigate through the information, 
allowing them to access different sections, subtopics, or 
related resources. Collapsible sections, tabs, or sidebars 
enable physicians to quickly skim through the content, 
focusing on the areas of  greatest interest or relevance, 
thus speeding up information retrieval. E-Detailing also 
utilizes multimedia resources such as video, animation, 
infographics, and interactive tools to provide information 
about in vitro diagnostic tests more effectively. These 
formats can help to illustrate complex concepts, illustrate 
test procedures, or demonstrate clinical applications 
succinctly and engagingly. E-detailing allows physicians 
to gain a better understanding of  key information by 
viewing a video demonstration or an infographic, thus, 
reducing the time needed to comprehend the principles, 
advantages, or interpretation of  the test. E-detailed 
platforms can provide up-to-date information on in 
vitro diagnostic tests in real-time. As the results of  new 
research, clinical guidance, or regulatory changes become 
available, the platform can update the information in 

real-time to ensure physicians are kept up to date. This 
removes the need for manual searches or reliance on 
outdated printed materials, as real-time updates ensure 
physicians can access the most recent information about 
diagnostic tests immediately. Furthermore, e-detailed 
platforms integrate with other digital sources to provide 
physicians with timely access to relevant information 
about in vitro diagnostic tests when they review patient 
cases or make clinical decisions. By connecting different 
digital tools in a workflow-friendly manner, physicians 
can easily locate the information they need without 
having to perform separate searches or interruptions in 
their clinical practice.
For the second item “Using e-detailing improves the 
quality of  my management to patients”, there were 351 
respondents, or 86.03% who agreed with the statement. 
On the other hand, 29 of  the respondents strongly 
agreed, and none of  the respondents disagreed with 
the statement. This perception implies that e-detailing 
provides valuable information and resources that 
positively impact physicians’ ability to provide effective 
medical care.
E-detailing has a positive impact on the quality of  physician-
patient management in the in vitro diagnostic industry 
(Zaman et al., 2018). In vitro diagnostic testing platforms 
offer physicians access to the most recent information on 
in vitro diagnostic tests. From product updates to clinical 
guidelines, to research findings, to treatment protocols, 
physicians can access the latest and greatest information. 
This means that physicians can make informed decisions 
about their patients and provide evidence-based care to 
them. It provides physicians with continuous learning 
opportunities. By broadening the knowledge and skills 
available to physicians, they can improve their diagnostic, 
treatment, and patient management capabilities. Access to 
education and training programs can improve the quality 
of  the physician’s patient management by increasing 
their expertise and competence. E-detailing platforms 
can provide physicians with patient-specific information, 
such as test results, treatment options, and personalized 
recommendations. By leveraging this information, 
physicians can tailor their management plans to meet the 
individual needs of  each patient. It also provides physicians 
with the ability to access patient information remotely 
and effectively, allowing them to deliver personalized 
and tailored care. This personalized approach improves 
patient management by taking into account the individual 
characteristics of  the patient and optimizing treatment 
outcomes. It is often used to facilitate communication 
and collaboration between healthcare professionals. For 
example, physicians can engage in discussion, seek the 
opinion of  experts, and engage in virtual consultations. 
This collaboration allows physicians to take advantage of  

E -detailing is more efficient than face -to -face detailing 
because I can obtain information about in -vitro diagnostic 
tests from reliable  sources

66 279 47 16 408



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the collective knowledge and experience of  colleagues, 
resulting in enhanced patient management. 
E-detailed platforms can be used to facilitate collaborative 
decision-making and provide comprehensive care for 
patients. For instance, physicians can use e-detailed 
platforms to remotely monitor and follow up on patient 
progress. This can be done in addition to traditional clinic 
settings, such as reviewing test results and providing 
remote consultations. This ongoing monitoring and 
follow-up helps to improve patient management by 
providing early intervention, early detection of  issues, 
and ongoing care. E-detailing can provide a number 
of  benefits in terms of  patient management, however, 
privacy, confidentiality, and in-person consultation 
are all considerations that must be taken into account. 
Furthermore, physician proficiency and willingness to 
adopt the relevant technologies can also affect the degree 
to which e-detailing improves patient management.
For the third item “Using e-detailing improves the quality 
of  medical work I do”, the majority of  the respondents, 
with 308 responses (75.49%) agreed with the statement, 
while 55 strongly agreed and 45 disagreed. This perception 
suggests that e-detailing enhances decision-making skills, 
enhances treatment strategies, and enhances the overall 
quality of  medical care.
The utilization of  e-detailing within the in vitro diagnostic 
industry has the potential to improve the quality of  
the medical work performed by physicians. By utilizing 
e-detailing platforms, physicians can gain access to a broad 
range of  information relevant to in vitro diagnostic tests, 
such as product details, clinical information, research 
results, and best practice guidelines. This comprehensive 
and readily available information equips physicians to 
make more informed decisions and provide superior 
medical care. By increasing the accuracy and relevance of  
their work, physicians can improve the quality of  care, 
enhance patient outcomes, and minimize variations in 
practice. Evidence-based guidance is often included in 
the e-detailing platform, which can be used to ensure that 
medical work is in line with the most recent evidence and 
best practices. E-detailing helps to disseminate evidence-
based guidance and assists physicians in implementing 
it into their medical work. E-detailing platforms offer 
educational resources to physicians, such as webinars, 
online courses, and interactive modules. These resources 
provide physicians with the opportunity to engage in 
ongoing medical education, which allows them to stay up-
to-date with the latest developments and developments 
in the field, as well as to expand their knowledge and 
capabilities. This can help to improve the quality of  
medical work by keeping physicians informed of  emerging 
technologies and diagnostic approaches. These platforms 
allow physicians to participate in virtual conversations, 
exchange knowledge, and interact with experts and 
colleagues (Bounthavong et al., 2022). This collaboration 
encourages knowledge sharing and allows physicians to 
gain insight and access different perspectives. By sharing 
knowledge and expertise, physicians can increase their 

efficiency and effectiveness in their medical work. By 
utilizing e-detailing platforms to access information and 
resources quickly and easily, physicians can save time 
without having to attend physical meetings or search for 
literature. This can allow them to dedicate more time to 
patient care or other important aspects of  their practice.
For the item “Using e-detailing enables me to access 
information about in-vitro diagnostic tests in my own 
convenience”, more than half, which is 69.12% of  the 
respondents, agreed with the statement. There are 93 
respondents who strongly agreed while there are 7 
who strongly disagreed. This perception suggests that 
e-detailing provides flexibility and accessibility, allowing 
physicians to gather relevant information when and 
where they need it.
The use of  e-detailing in the IVD industry is essential in 
providing physicians with the ability to access information 
regarding diagnostic tests in a convenient manner. Digital 
platforms enable physicians to access e-detailed materials, 
such as product details, clinical information, and guidance, 
from their computers, tablet devices, or mobile devices 
(Ratta et al., 2021). This makes it easier for physicians 
to access diagnostic test information at the time and 
location of  their choice, thus eliminating the need for 
in-person meetings or visits by sales representatives. By 
utilizing e-detailing, physicians can review diagnostic test 
information in a shorter period of  time, eliminating the 
need for traditional methods of  detailing. E-detailing 
provides physicians with the ability to schedule their 
e-learning activities in a way that allows them to fit it 
into their busy schedules (Reni, 2020). This allows them 
to access e-learning materials at any time of  the day or 
night, allowing them to stay up-to-date with the most 
recent diagnostic tests without having to interrupt their 
day-to-day work. With e-learning, physicians are able to 
explore the information in a self-paced manner, allowing 
them to navigate through the material, re-visit certain 
sections, and pay particular attention to areas that are of  
interest or relevant to their practice, thus gaining a more 
comprehensive understanding of  diagnostic testing and 
its potential applications. An e-detailing platform typically 
includes interactive components, such as quiz, case study, 
and simulation, to actively engage physicians. These 
interactive elements help to retain knowledge and facilitate 
application. Doctors can test their knowledge, apply it to 
hypothetical situations, and explore various aspects of  
diagnostic testing in an engaging and immersive way. This 
interactive element enhances the learning process and 
facilitates physicians’ comprehension of  the information. 
With e-detailing, physicians can be kept informed of  the 
latest developments in diagnostic tests, including updates, 
modifications, and new applications. Digital platforms are 
constantly updated to ensure that physicians are kept up 
to date with the most recent product releases, clinical trial 
results, research discoveries, and guidance.
For the item, “Using e-detailing increases my work 
productivity”, 327 or 80.15% of  the respondents 
answered “agree” with this statement, also 47 strongly 



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agreed and 34 strongly disagreed. This suggests that 
the majority believe that e-detailing provides benefits 
such as streamlined access to information, efficient 
communication, and the ability to multitask effectively.
E-detailing enables physicians to access a broad range 
of  information about IVD tests, such as product 
specifications, clinical information, research results, 
and educational materials, in real-time, tailored to their 
individual needs. This allows physicians to quickly 
acquire the necessary data and inform their decisions. 
By providing comprehensive and current information 
efficiently, physicians can reduce the amount of  time 
they spend searching for information from a variety of  
sources. It is often possible to engage with videos, as well 
as virtual demonstrations, while simultaneously managing 
other tasks such as patient records or research. This allows 
physicians to maximize their time utilization and work 
productivity by multitasking. Effective communication 
channels facilitate a rapid exchange of  information 
and eliminate the need for long-distance meetings or 
telephone calls, thus increasing work productivity.
For the last item “E-detailing is more efficient than face-
to-face detailing because I can obtain information about 
in-vitro diagnostic tests from reliable sources”, a total 
of  279 physicians responded to the survey, with 68.38% 
agreeing with the statement. There were 66 respondents 
strongly agreed, 47 disagreed, and 14 respondents 
strongly disagreed with the statement.
In the in vitro diagnostic industry, e-detailing provides 
physicians with a range of  benefits, such as direct access 
to reliable sources of  information, the ability to avoid 
intermediaries or misinterpretation, and the consolidation 
of  information from multiple sources into one central 
location (Viseven, 2023). This consolidation of  
information ensures that physicians can rely on accurate 
and reliable information that has been thoroughly 
reviewed. Moreover, The purpose of  e-detailing 
platforms is to provide physicians with the most current 
and pertinent information regarding diagnostic tests. This 
is achieved through the rapid updating of  content on the 
platform by manufacturers and other stakeholders in 
response to new data, findings from research, safety data, 
or modifications to product specifications. This provides 
physicians with the assurance that the information they 
are receiving is up to date and in accordance with the 
relevant regulatory standards and guidelines. E-detailing 
material is often subject to a rigorous peer review 
process, which ensures that the information presented 
is accurate and of  scientific value. This peer review 
process is typically conducted by experts in the field of  
the subject matter or other relevant professionals. This 
adds an extra layer of  credibility and assurance to the 
content, providing physicians with the assurance that it 
is accurate and reliable. Additionally, e-detailed materials 
are often transparent and traceable, allowing physicians 
to identify the source of  the information, such as links to 
scientific studies or clinical trials, as well as references to 
publications. This level of  transparency allows physicians 

to independently verify the accuracy of  the information 
and make decisions based on its credibility.
There are a small number of  physicians who disagreed and 
strongly disagreed with some of  the statements presented 
in Table 2. Some may be resistant to technological 
advancements and prefer traditional methods of  
communication and information exchange. They may 
feel uncomfortable with the shift from face-to-face 
interactions to digital platforms. Moreover, e-detailing 
primarily relies on digital communication channels, which 
may lack the interpersonal connection that they value. 
They may prefer in-person meetings or physical product 
demonstrations to better understand and evaluate the 
diagnostic products. E-detailing platforms are often 
standardized and may not provide the same level of  
customization as face-to-face interactions (Kim & Chang, 
2022). Doctors may feel that their specific needs and 
concerns are not adequately addressed through digital 
means. With the increasing digitalization of  information, 
they might feel overwhelmed by the sheer volume of  
electronic communication they receive. It contributed to 
information overload, making it challenging for doctors 
to filter and prioritize relevant information. Doctors 
also deal with sensitive patient information, and there 
may be concerns about the security and privacy of  data 
transmitted through e-detailing platforms. Some worry 
about the potential for data breaches and unauthorized 
access to patient information.
In order to address these issues and promote adoption, 
there are a number of  steps that can be taken. The primary 
focus should be to tailor the content and communication 
of  the e-detailing platform to the individual needs and 
preferences of  the doctor. This can be achieved by 
providing comprehensive training and ongoing support 
to the doctor, such as technical assistance, tutorials, and 
resources, to ensure the doctor feels comfortable and 
confident using the digital tools (Ftouni et al., 2022). 
Additionally, data security and privacy should be a 
priority, with strong security measures and encryption 
protocols in place to reduce the risk of  data breaches 
or unauthorized access. Also, a hybrid model should be 
adopted, combining e-detailing and occasional in-person 
or physical product demonstrations, in order to create 
a more flexible and comprehensive communication 
strategy. Finally, efforts should be made to demonstrate 
the benefits of  e-diagnostic services, such as improved 
time efficiency, access to information, and improved 
patient care. By demonstrating the value and positive 
results of  digital engagement, resistance to change can 
be overcome. 

Perception of  Physicians on the Compatibility with 
E-Detailing
For the first item “Using e-detailing is completely 
compatible with the current situation (pandemic)”, there 
are 327 respondents or 80.15% of  the physicians agreed 
to that statement while 59 agreed, and 22 disagreed. This 
implies that most respondents believe that e-detailing is 



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Table 2: Perception of  Physicians on the Compatibility with E-detailing
Items Strongly 

Agree 
Agree Disagree Strongly 

Disagree
Total 

Using e-detailing is completely compatible with the current 
situation (pandemic)

59 327 22 0 408

E-detailing of  in-vitro diagnostic tests suits my general needs 
better than face-to-face detailing.

37 255 97 19 408

E-detailing fits my time management style than face-to-face 
detailing because it allows me to conduct longer and deeper 
research about in-vitro diagnostic tests

38 297 68 5 408

E-detailing suits my schedule because it enables me to access 
information about in-vitro diagnostic tests in my free time

86 292 17 13 408

E-detailing will fit well with my work style 86 264 55 3 408

compatible with the pandemic. To be specific, e-detailing 
is a viable solution for pharmaceutical and diagnostic 
companies to engage with physicians effectively during the 
pandemic (Adkonkar et al1., 2022; Hincapie et al ., 2021). 
Factors influencing physicians’ adoption of  e-detailing 
include convenience, flexibility, time-saving, enhanced 
accessibility to remote areas, safety considerations, 
technological proficiency, and interaction quality. 
Convenience allows physicians to access information and 
engage with representatives from diagnostic companies 
at their own convenience, eliminating the need for 
specific time slots for in-person meetings. Time-saving is 
particularly valuable during the pandemic when physicians 
are often overwhelmed with patient care and other 
responsibilities. E-detailing also bridges the geographical 
gap between physicians and diagnostic companies, 
allowing them to connect virtually with industry experts 
and gain necessary information and support. Safety 
considerations are another factor influencing physicians’ 
adoption of  e-detailing. The pandemic has highlighted 
the importance of  minimizing face-to-face interactions to 
reduce the risk of  viral transmission. E-detailing provides 
a safer alternative to in-person meetings, allowing 
physicians to maintain social distancing measures while 
still accessing valuable information about diagnostic 
products and services. Technological proficiency is 
crucial for physicians’ adoption of  e-detailing. While not 
all physicians may have the same level of  proficiency, 
efforts should be made to provide training and support 
to ensure widespread adoption. Interaction quality is also 
crucial for the effectiveness of  e-detailing. Diagnostic 
companies should ensure their platforms are user-friendly, 
offer engaging content, and enable real-time interaction 
and discussion (Dockendorf  et al., 2021). Addressing 
physicians’ queries promptly and providing personalized 
support can significantly influence their perception and 
adoption of  e-detailing. 
For the second item “E-detailing of  in-vitro diagnostic tests 
suits my general needs better than face-to-face detailing”, 
most of  the respondents agreed with the statement, which 
is 255 or 62.50% of  the respondents. Moreover, there are 
97 who disagreed and 37 who strongly agreed.

E-detailing of  in-vitro diagnostic tests can indeed suit 
the general needs of  physicians better than face-to-
face detailing. This is due to several factors, including 
convenience, time-saving, safety considerations, 
enhanced accessibility, technological advantages, 
engagement and interactivity, and documentation and 
reference. Convenience and flexibility are key advantages 
of  e-detailing. Time-saving is another advantage, 
as physicians can access information about in-vitro 
diagnostic tests without having to allocate extra time 
for traveling to and from meetings. E-detailing sessions 
are more focused and efficient, enabling physicians to 
stay updated on the latest diagnostic tests and research 
in a shorter amount of  time. Safety considerations are 
also important, especially during pandemics or infection 
control measures. E-detailing allows physicians to engage 
with representatives from diagnostic companies without 
risking exposure to infectious diseases, especially for 
immunocompromised patients or in high-risk areas. 
Enhanced accessibility is another advantage, as physicians 
can connect with representatives virtually, regardless of  
their geographical location. Technological advantages 
include real-time data sharing, interactive presentations, 
and instant messaging, enhancing the overall experience 
and understanding of  complex diagnostic tests. E-detailing 
also provides an engaging and interactive experience for 
physicians, as representatives can use multimedia tools to 
effectively communicate complex concepts and features 
of  diagnostic tests. Digital materials, such as brochures, 
white papers, and product information, can be easily 
stored and referenced for informed decision-making 
(Akbarieh et al., 2020). 
On the other hand, there some physicians may argue that 
face-to-face detailing of  in-vitro diagnostic tests is better 
due to several reasons. These include limited personal 
interaction, lack of  customization, technical challenges, 
limited non-verbal communication, preference for 
tangible materials, and privacy and data security concerns 
(Ruben et al., 2021).
Direct interaction with medical representatives is essential 
for better understanding, clarification of  doubts, and 
building professional relationships. E-detailing, which 



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typically occurs through digital channels, may be seen 
as impersonal and lacking in this aspect. Customization 
is also a concern, as medical representatives can adapt 
their approach based on individual preferences, clinical 
practice, and patient population. Technical challenges 
may also arise, as physicians may feel uncomfortable or 
less confident in navigating digital platforms or using 
electronic devices during the detailing process. Non-verbal 
cues, such as body language and facial expressions, play a 
crucial role in effective communication, and e-detailing 
may not capture these nuances, leading to potential 
misunderstandings or misinterpretations. Physicians 
who prefer physical materials may find e-detailing less 
satisfactory, as electronic presentations may not provide 
the same tactile experience or convenience. Privacy and 
data security concerns may also arise, as e-detailing often 
involves the exchange of  medical information and patient 
data through digital platforms (Paul et al., 2023).
For the third statement, “E-detailing fits my time 
management style than face-to-face detailing because it 
allows me to conduct longer and deeper research about 
in-vitro diagnostic tests”, there 297 respondents who 
agreed with this, while there are 68 who disagreed, and 38 
strongly agreed. In the fourth statement “E-detailing suits 
my schedule because it enables me to access information 
about in-vitro diagnostic tests in my free time”, there are 
292 physicians who agreed, while 86 strongly agreed, and 
17 disgareed. This means that most of  the respondents 
perceive that e-detailing is compatible with their time 
managementnt style and schedule. 
E-detailing in the in-vitro diagnostic (IVD) industry 
offers physicians numerous benefits, including extensive 
research opportunities, flexibility and convenience, self-
paced learning, accessibility, and efficient time utilization. 
E-detailing allows physicians to explore comprehensive 
product information, scientific literature, clinical data, 
and case studies, providing a deeper understanding of  
diagnostic tests, their applications, and potential impact 
on patient care. Flexibility and convenience are also key 
advantages of  e-detailing. E-detailing platforms allow 
physicians to access information about in-vitro diagnostic 
tests at their convenience, allowing them to manage 
their time effectively. They offer self-paced learning, 

accessibility, and efficient time utilization. Physicians 
can integrate e-detailing into their schedules, engaging 
with content whenever needed. However, face-to-face 
interactions still hold value in complex discussions or 
hands-on demonstrations. Reliable internet connectivity 
and user-friendly platforms influence the overall 
experience and adoption of  e-detailing.
In the last item “E-detailing will fit well with my work 
style”, most of  the respondents agreed with the statment 
with 264 responses, with a percentage of  64.71%. There 
are 86 who answered  “strongly agree”, while there are 
55 and 3 respondents who answered “disagree” and 
“strongly disagree”, respectively. E-detailing in the in-
vitro diagnostic (IVD) industry is influenced by factors 
such as flexibility, convenience, information access, 
interactive content, customization, and time efficiency. 
Physicians often have busy schedules and limited time 
for in-person meetings, which can hinder their workflow 
efficiency. E-detailing allows physicians to access relevant 
information from any location and time, enhancing their 
workflow efficiency. Information access is crucial for 
physicians, who constantly seek accurate information 
about diagnostic tests and technologies. E-detailing 
platforms provide a platform for IVD companies to 
share product details, clinical evidence, and research 
findings in a digital format, allowing physicians to access 
comprehensive information without the need for physical 
materials or face-to-face meetings. Interactive content, 
such as videos, animations, and multimedia presentations, 
can enhance physicians’ engagement and facilitate their 
understanding of  complex IVD products. Customization 
and personalization can be achieved through user profiling 
and data analytics, ensuring that physicians receive 
relevant and valuable information. Time efficiency is 
another advantage of  e-detailing. It eliminates the need for 
travel time associated with in-person meetings, allowing 
physicians to review product information and engage 
with e-detailing platforms efficiently. This time-saving 
aspect aligns well with physicians’ work style, enabling 
them to access information quickly and conveniently.

Perception of  Physicians on the Complexity of  
E-detailing

Table 3: Perception of  Physicians on the Complexity of  E-detailing
Items Strongly 

Agree 
Agree Disagree Strongly 

Disagree
Total 

I believe e-detailing is easy to use 48 320 32 8 408
I do not find any issues in accessing e-detailing tools 35 243 121 9 408
E-detailings tools are easy to navigate 47 307 44 10 408
Using e-detailing requires a lot of  mental effort 6 55 296 51 408
Learning to use e-detailing is easy 53 337 18 0 408
Switching to e-detailing from face-to-face detailing will be 46 329 33 0 408

For the item “I believe e-detailing is easy to use”, most 
of  the respondents agreed with this statement, with 320 
counts or 78.43% of  the respondents. There were 48 

who strongly agreed, and 32 respondents who disagreed. 
Also, for the item “Learning to use e-detailing is easy”, 
there were 337 who responded “agree”, 53 who strongly 



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agreed, and 18 who disagreed. E-detailing is perceived 
as easy to use by doctors due to several factors. These 
include convenience, accessibility, flexibility, information 
availability, enhanced engagement, and tailored content.
Convenience allows doctors to interact with 
pharmaceutical representatives without the need for 
in-person meetings or visits to their clinics. E-detailing 
platforms are designed to be user-friendly and accessible, 
providing a simple and intuitive interface for doctors 
to navigate and interact with features. Flexibility allows 
doctors to participate in e-detailing sessions from their 
own office or any other location with internet access, 
enhancing their perception of  its usability. Information 
availability is another key factor, as e-detailing platforms 
provide doctors with easy access to a wealth of  
information about pharmaceutical products, treatment 
guidelines, clinical trials, and research findings. Interactive 
features, such as multimedia presentations, videos, and 
interactive tools, help doctors engage with the content 
more effectively, making the learning experience more 
enjoyable and memorable. Tailored content is another 
advantage of  e-detailing platforms, as they can provide 
personalized information based on doctors’ preferences, 
specialties, and patient populations. This makes it easier 
for doctors to understand and apply the information in 
their clinical decision-making process.
For the second item “I do not find any issues in 
accessing e-detailing tools”, there are 243 respondents 
who answered “agree”, 121 respondents who answered, 
“disagree”, and 35 respondents who chose “strongly 
agree”. Majority of  the respondents do not find any 
issues in accessing e-detailing tools. Doctors may not 
find any significant issues in accessing e-detailing tools 
due to several factors. These include widespread internet 
connectivity, compatibility with multiple devices, user-
friendly interfaces, cross-platform accessibility, minimal 
technical requirements, and adequate support and 
training.
Internet connectivity is widespread and easily accessible 
in many regions, ensuring seamless access to e-detailing 
tools. E-detailing platforms are designed to be compatible 
with various devices, allowing doctors to choose the 
device that suits their preference and convenience 
(Wolters Kluwer, 2020). User-friendly interfaces are often 
developed with user experience in mind, incorporating 
clear instructions, well-organized layouts, and intuitive 
controls. Cross-platform accessibility is another 
advantage of  e-detailing platforms. Many are web-based 
or offer dedicated mobile apps, allowing doctors to access 
the tools across different operating systems. Minimal 
technical requirements make e-detailing tools accessible 
without the need for specialized hardware or software. 
Doctors can access e-detailing platforms using standard 
web browsers or downloading lightweight mobile apps. 
Additionally, e-detailing providers often offer support 
services and training resources to assist doctors in using 
their platforms effectively. These resources may include 
user guides, FAQs, video tutorials, and dedicated support 

teams. The availability of  comprehensive support and 
training ensures that doctors can quickly resolve potential 
issues and become proficient in using e-detailing tools.
In the third item “E-detailings tools are easy to navigate”, 
majority of  the respondents, which is 307 or 75.25% 
of  the physicians, agreed that e-detailing is easy to use. 
There are 47 strongly agreed, and 44 disagreed with 
the statement. E-detailing tools are perceived as easy to 
navigate by doctors due to their intuitive user interface, 
familiarity with digital platforms, consistency in design, 
clear menu hierarchy, robust search and filtering 
capabilities, interactive and guided features, and iterative 
improvements. Intuitive user interfaces are organized, 
visually appealing, and provide clear navigation menus 
and options. Doctors, especially younger generations, are 
familiar with digital platforms and tools, making them easy 
to navigate (Lupton, 2021). Consistency in design, such 
as placement of  menus, buttons, and content sections, 
makes it easier for doctors to navigate the platform. A 
clear menu hierarchy helps doctors navigate through 
different sections and content categories, logically 
grouped together. Search and filtering capabilities allow 
doctors to quickly find relevant content or resources 
using keywords or filters. Interactive and guided features, 
such as tooltips, pop-up guides, or interactive tutorials, 
make the navigation process more straightforward and 
reduce potential confusion. User feedback and iterative 
improvements are crucial for e-detailing platforms 
to maintain a user-friendly experience. Continuous 
improvements based on user feedback contribute 
to a more user-friendly experience and reinforce the 
perception that the tools are easy to navigate (Dwivedi 
et al., 2021). 
For the fourth item “Using e-detailing requires a lot 
of  mental effort”, 296 or 72.55% of  the respondents 
disagreed, while there were 55 who agreed and 51 strongly 
disagreed. Thus, the majority of  physicians disagree that 
e-detailing requires a lot of  mental effort. E-detailing is 
often perceived as mentally effortless by doctors due to 
several factors. These include user-friendly interfaces, 
concise and targeted information, customization and 
personalization, interactive and engaging features, 
accessible and digestible format, convenient access, and 
familiarity with digital tools. E-detailing platforms are 
designed with user experience in mind, offering clear 
menus, organized layouts, and straightforward navigation. 
They focus on providing key points, summaries, and 
relevant data, reducing cognitive load and making the 
overall experience feel effortless. Customization allows 
doctors to personalize their experience based on their 
specialties, patient populations, or specific interests, 
ensuring they receive tailored information that aligns with 
their areas of  focus. The accessible format of  e-detailing 
tools uses clear language, bullet points, visuals, and 
other formatting techniques to enhance readability and 
comprehension. 
Some doctors may also perceive e-detailing as mentally 
demanding due to several factors. Information overload 



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can lead to doctors feeling overwhelmed by the vast 
amount of  information presented, requiring mental effort 
to filter and prioritize relevant information. Multitasking 
can increase mental load as doctors need to divide their 
attention and cognitive resources between different 
activities, including navigating the e-detailing platform. 
Cognitive processing is another significant challenge 
in e-detailing, as it involves complex medical concepts, 
scientific data, and technical information. This process 
requires concentration, critical thinking, and mental 
effort, especially when dealing with intricate or unfamiliar 
topics. Decision-making considerations can also be 
mentally taxing, as doctors need to consider patient-
specific factors, clinical guidelines, drug interactions, 
and potential risks or benefits. Adaptation to technology 
can be challenging for doctors, as they may face 
challenges in navigating unfamiliar interfaces, features, or 
functionalities (Vaportzis et al., 2017). The initial learning 
curve and the need to adapt to new ways of  engaging with 
information can contribute to the belief  that e-detailing 
requires mental effort. Time constraints also contribute 
to the perception of  mental effort in using e-detailing, as 
doctors often have limited time available for professional 
activities, including e-detailing sessions. 

In the last item, “Switching to e-detailing from face-to-
face detailing will be easy”, most of  the respondents 
agreed with 329 counts (80.64%). Moreover, there 
are 46 respondents who strongly agreed, and 33 who 
disagreed with the statement. Doctors may find switching 
to e-detailing easier due to several reasons, including 
convenience, improved access to information, time-saving, 
and perceived effectiveness of  digital communication. 
The perceived effectiveness of  digital communication is 
another aspect, as doctors are increasingly familiar with 
and reliant on digital communication methods in their 
personal and professional lives. 
However, some doctors may initially encounter 
challenges while transitioning from face-to-face detailing 
to e-detailing, such as adapting to new technology, 
concerns about the quality and depth of  interactions, and 
the need for additional training and support. Addressing 
these concerns through comprehensive training, ongoing 
support, and demonstrating the benefits of  e-detailing 
can help facilitate a smoother transition and increase 
physicians’ confidence in embracing this digital approach 
in the in-vitro diagnostic industry.

Intention of  Physicians to E-detailing

Table 4: Intention of  Physicians to E-detailing
Items Strongly 

Agree 
Agree Disagree Strongly 

Disagree
Total 

I consider to use e-detailing to get updates about in-vitro 
diagnostic tests

77 314 17 0 408

In the future I will use e-detailing regularly for getting 
information about in-vitro diagnostic tests

68 304 35 1 408

I intend to switch to e-detailing from face-to-face detailing 56 177 156 19 408
I intend to use e-detailing during the pandemic since face-to-
face detailing is not possible

72 321 11 4 408

I intend to use e-detailing even after the pandemic 86 284 29 9 408

For the items in Table 4, most of  the respondents have 
the intention to acquire information about new trends in 
the in-vitro diagnostic (IVD) industry using e-detailing. 
Most of  the doctors intend to use e-detailing during the 
pandemic since face-to-face detailing is not possible. 
Also, physicians consider using e-detailing to get updates 
about in-vitro diagnostic tests, and in the future they will 
use e-detailing regularly for getting information about in-
vitro diagnostic tests. 
Doctors have several reasons to consider using e-detailing, 
particularly when it comes to acquiring information about 
new trends in the in-vitro diagnostic (IVD) industry and 
staying updated on in-vitro diagnostic tests. E-detailing 
provides doctors with a convenient way to access 
information about new trends and diagnostic tests. They 
can access the information from their computers, tablets, 
or mobile devices, allowing them to stay informed at their 
own convenience, regardless of  their location or time 
constraints. This accessibility makes it easier for doctors 

to acquire knowledge about the latest advancements 
in the IVD industry. The IVD industry is constantly 
evolving, with new diagnostic tests and technologies 
being introduced regularly. E-detailing platforms can 
provide doctors with real-time updates, ensuring that 
they stay up-to-date with the latest developments 
(Bigtincan Holdings Limited, 2023). By receiving timely 
updates, doctors can make well-informed decisions about 
adopting new diagnostic tests or technologies in their 
practice. Moreover, e-detailing platforms often offer 
comprehensive information about in-vitro diagnostic 
tests. These platforms can provide detailed product 
descriptions, clinical trial data, research findings, and 
comparative analyses of  different tests, enabling doctors 
to gather all the necessary information in one place.  
The COVID-19 pandemic has significantly disrupted 
traditional face-to-face interactions, including detailing 
sessions. E-detailing emerged as a viable alternative 
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acquiring information about new trends and diagnostic 
tests without compromising their safety or the safety of  
their patients.
For the item, “I intend to switch to e-detailing from 
face-to-face detailing”, a percentage of  43.38% of  the 
respondents agreed while 38.24% disagreed with this 
statement. The nearly divided percentage of  agreement 
and disagreement regarding the intention to switch from 
face-to-face detailing to e-detailing suggests that there are 
mixed opinions among the respondents. 
Doctors have varying preferences when it comes to 
acquiring information and engaging with pharmaceutical 
representatives or industry experts. Some doctors may be 
more comfortable with face-to-face interactions, valuing 
direct communication, while others may be more open 
to embracing digital platforms and find e-detailing more 
convenient. These individual preferences can contribute 
to the divided percentage. The age and technological 
proficiency of  the respondents may play a role in their 
agreement or disagreement with switching to e-detailing. 
Younger doctors who are more familiar with digital tools 
and have grown up in a technology-driven era may be 
more inclined to embrace e-detailing. In contrast, older 
doctors who are less comfortable with technology or 
have established routines and preferences for face-to-
face interactions may be more resistant to the switch. 
This generational difference can contribute to the divided 
percentage. Respondents’ previous experiences with 
both face-to-face detailing and e-detailing can shape their 

opinions. Some may have had positive experiences with 
face-to-face interactions, building trust and establishing 
relationships with pharmaceutical representatives. Others 
may have had negative experiences, finding them time-
consuming or intrusive. Similarly, some respondents may 
have had positive experiences with e-detailing, appreciating 
the convenience and information accessibility, while 
others may have encountered limitations or perceived 
drawbacks.
These differing experiences and perceptions can 
contribute to the divided percentage. Regional or cultural 
factors can also influence the preference for face-to-
face or digital interactions. Cultural norms, expectations, 
and communication styles can shape doctors’ attitudes 
toward e-detailing. In some regions or cultures, face-to-
face interactions may be highly valued and considered 
essential for building professional relationships. These 
regional and cultural factors can contribute to the divided 
percentage among respondents. 
To be able to examine if  the physician’s perceptions to 
adapt e-detailing is influenced by the following socio-
demographic characteristics, particularly, age, gender, 
years in practice, level in the medical hierarchy, the 
volume of  laboratory requests written; and frequency of  
interacting with PSRs, a multiple linear regression model 
was formulated. The results are presented in Table 5.

Path Coefficients of  Socio-Demographic Profile and 
Perceptions to Adapt E-Detailing

Table 5: Path Coefficients of  Socio-Demographic Profile and Perceptions to Adapt e-detailing
Estimate SE 95%CI t-stat p-value

Gnender ⭢ Perception -0.064 0.046 -0.154 0.035 -1.3913 0.164987

Age ⭢ Perception -0.06 0.153 -0.397 0.246 -0.3922 0.695264

Years ⭢ Perception -0.275 0.135 -0.532 0.043 -2.037 0.042298*

Ieve 1 ⭢ Perception 0.182 0.082 0.014 0.343 2.21951 0.027005*

Volume ⭢ Perception -0.079 0.047 -0.156 0.027 -1.6809 0.093727

Freauency ⭢ Perception -0.028 0.057 -0.138 0.092 -0.4912 0.623692
*Significant at 0.05

After analyzing the data through Structural Equation 
Modeling, the p-values for each independent variable 
obtained. The results revealed that the independent 
variables, the years of  practice and the level in the 
medical hierarchy, had p-values of  0.042298, and 
0.027005, respectively, which had less than 0.05. This 
indicates that the years of  medical practice and level of  
medical hierarchy have statistically significant impact 
on physicians’ perception of  adapting e-detailing. In 
other words, the physicians’ position or rank and years 
of  experience within the medical field play roles in their 
likelihood of  accepting or utilizing e-detailing methods.
On the other hand, the p-values for all other independent 
variables, including gender, age, volume of  laboratory 
requests written, and frequency of  interacting with PSRs, 

were greater than 0.05. This suggests that these variables 
were not found to have a significant association with 
the physicians’ perception of  adapting e-detailing in this 
particular study.
Thus, these findings suggest that the years of  medical 
practice and level of  medical hierarchy is a crucial factor 
influencing physicians’ perception of  adapting e-detailing. 
However, the other variables examined in the study, 
such as gender, age, the volume of  laboratory requests 
written, and frequency of  interacting with PSRs, did not 
demonstrate a significant relationship with the physicians’ 
perception of  adapting e-detailing.
In the regression model, the factor “years of  medical 
practice” was found to have a path coefficient of  
-0.275. In this case, the negative path coefficient of  



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-0.275 indicates a negative relationship between the 
years of  medical practice and physicians’ perception of  
adapting e-detailing. This means that as the number of  
years of  medical practice increases, the likelihood of  
physicians perceiving e-detailing as beneficial decreases. 
Furthermore, the negative sign of  the path coefficient 
suggests an inverse relationship between the two variables. 
It implies that physicians with more experience and a 
longer history of  medical practice may be less inclined 
to embrace e-detailing as a valuable tool in their practice.
There could be several reasons for this negative 
relationship. One possibility is that physicians with more 
years of  practice may have established routines and ways 
of  working that do not align with incorporating e-detailing 
into their clinical workflow. They may be comfortable 
with traditional methods of  information acquisition and 
communication, and thus, may be hesitant to adopt new 
electronic methods (Farsi, 2021).
Additionally, physicians with more experience may have 
developed a higher level of  confidence and expertise in 
their field, leading them to rely less on external sources 
of  information such as e-detailing. They may have 
established strong professional networks, access to 
specialized resources, and an extensive knowledge base, 
which reduces their perceived need for e-detailing.
Furthermore, physicians with more years of  practice may 
have experienced changes in the healthcare landscape 
over time. They may have witnessed the introduction of  
various technological innovations, some of  which may not 

have met their expectations or delivered the anticipated 
benefits. As a result, they may be more skeptical about the 
advantages of  e-detailing based on their past experiences.
In the regression model, the factor “level of  medical 
hierarchy” was found to have a path coefficient of  
0.182. The path coefficient of  0.182 indicates a positive 
relationship between the level of  medical hierarchy 
and physicians’ perception of  adapting e-detailing. 
The positive sign suggests that as the level of  medical 
hierarchy increases, the likelihood of  physicians perceiving 
e-detailing as a valuable tool also increases.
The magnitude of  the path coefficient, which is 0.182 
in this case, represents the extent of  the relationship. 
Since the coefficient is positive but less than 1, it 
suggests a moderate positive association between the 
level of  medical hierarchy and physicians’ perception 
of  adapting e-detailing. Therefore, based on the path 
coefficient of  0.182, it can be concluded that physicians 
in higher positions within the medical hierarchy are more 
likely to perceive e-detailing as beneficial. This finding 
underscores the importance of  considering the influence 
of  professional rank and authority within the healthcare 
system when implementing e-detailing strategies.
Table 6 presents the results on the effects of  the 
perception of  the physicians influencing their behavioral 
intention to use e-detailing. 

Path Coefficients of  Perceptions to Adapt E-Detailing 
in their Intention of  Adapting E-Detailing

Table 6: Path Coefficients of  Perceptions to Adapt e-detailing in their Intention of  Adapting E-detailing
Estimate SE 95%CI t-score p-value

Advantage ⭢ Intention 0.171 0.068 0.053 0.307 2.514706 0.0123*

Compatibility ⭢ Intention 0.31 0.056 0.187 0.412 5.535714 <0.00001*

Complexity ⭢ Intention 0.4 0.04 0.32 0.479 10 <0.00001*
*Significant at 0.05

In this study, a regression model using Structural 
Equation Modeling was developed to examine the factors 
influencing physicians’ intentions to adopt e-detailing. 
There were three independent variables identified: 
perceptions of  the advantage of  e-detailing, perceptions 
of  e-detailing compatibility, and perceptions of  e-detailing 
complexity. These variables were considered important 
in understanding physicians’ willingness to embrace 
e-detailing as a tool for their professional practices.
To investigate the relationship between these variables 
and physicians’ intention to adopt e-detailing, the path 
coefficients associated with each independent variable 
were analyzed. In this study, all three coefficients yielded 
p-values of  0.0123, <0.00001, and <0.00001, respectively. 
The small p-values in this study provide strong evidence 
against the null hypothesis, which suggests no relationship 
between the independent variables (perceptions of  the 
advantage of  e-detailing, perceptions of  e-detailing 
compatibility, and perceptions of  e-detailing complexity) 

and physicians’ intention to adapt e-detailing. Therefore, 
it can be concluded that there is a statistically significant 
relationship between these variables. These findings 
indicate that physicians who perceive e-detailing as 
advantageous, compatible with their professional needs, 
and less complex are more likely to express an intention 
to adopt this digital tool for their practice. 
In the regression model constructed, one of  the 
independent variables examined was the perceptions of  
the advantage of  e-detailing. The coefficient obtained for 
this variable was 0.171. A coefficient of  0.171 indicates 
a positive relationship between the perceptions of  the 
advantages of  e-detailing and the intention to adopt 
e-detailing. Specifically, for every one-unit increase in the 
perceptions of  the advantage of  e-detailing, the intention 
to adopt e-detailing is estimated to increase by 0.171 
units, on average. This positive coefficient suggests that 
individuals who perceive e-detailing as more advantageous 
are more likely to express a stronger intention to adopt 



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e-detailing. These individuals recognize the benefits and 
value that e-detailing can bring to their specific context 
or situation, which influences their motivation and 
willingness to adopt this digital tool.
Another independent variable investigated was the 
perceptions of  e-detailing compatibility. The coefficient 
obtained for this variable was 0.31. A coefficient of  0.31 
indicates a positive relationship between the perceptions 
of  e-detailing compatibility and the intention of  adapting 
e-detailing. Specifically, for every one-unit increase in the 
perceptions of  e-detailing compatibility, the intention to 
adapt e-detailing is estimated to increase by 0.31 units, on 
average. This positive coefficient suggests that individuals 
who perceive e-detailing as more compatible with their 
needs or professional requirements are more likely to 
express a stronger intention to adopt e-detailing. These 
individuals perceive e-detailing as fitting well into their 
existing practices or workflows, and they see it as a tool that 
complements and enhances their current ways of  interacting 
with pharmaceutical companies or accessing information. 
For the independent variable which was the perception 
of  e-detailing complexity, the coefficient obtained for 
this variable was 0.4. A coefficient of  0.4 indicates a 
positive relationship between perceptions of  e-detailing 
complexity and the intention to adopt e-detailing. 
Specifically, for every one-unit increase in perceptions of  
e-detailing complexity, the intention to adapt e-detailing 
is estimated to increase by 0.4 units, on average. This 
positive coefficient suggests that individuals who perceive 
e-detailing as less complex are more likely to express a 
stronger intention to adopt e-detailing. When individuals 
perceive e-detailing as simpler and easier to understand 
and use, they are more inclined to embrace it as a valuable 

tool for their professional practices.
This study provided an in-depth analysis of  the 
physician’s perception of  e-detailing and their intention 
to adopt the digital tool for their practice. The results 
indicated that physicians who viewed e-detailing as 
beneficial, suited to their professional requirements, 
and less complex were more likely to express a strong 
desire to adopt the technology. This positive sentiment 
indicates that physicians are aware of  the advantages 
and value it can bring to their practices. They are aware 
that e-detailing has the potential to improve their 
communication and exchange of  information with 
pharmaceutical companies, resulting in improved patient 
care and results. This positive sentiment encourages 
physicians to consider incorporating e-Detailing into 
their medical practice. Furthermore, it is essential for 
physicians to understand how the digital tool fits into 
their current practices and workflows, as when they 
perceive it as compatible, they are more likely to adopt it. 
The findings suggest that physicians who find e-detailing 
to be simpler are more likely to declare their intention to 
adopt it. This is likely due to the fact that simplicity and 
user-friendliness are essential components of  physician 
decision-making. When e-detailing is perceived to be 
simple and straightforward, physicians are more likely 
to adopt it, as it does not require additional complexity 
in their busy professional lives (De Grood et al., 2016). 
Moreover, when a digital tool is seen to be less complex, 
doctors are more likely to be confident in their capacity to 
use it effectively, thus increasing their willingness to use it.

Path Coefficients of  Perceptions to Adapt E-Detailing 
in their Intention of  Adapting E-detailing

Table 7: Path Coefficients of  Perceptions to Adapt e-detailing in their Intention of  Adapting E-detailing
Estimate SE 95%CI t-score p-value

Gnender ⭢ Intention -0.034 0.051 -0.14 0.063 -0.66667 0.505151

Age ⭢ Intention -0.001 0.144 -0.203 0.327 -0.00694 0.994418

Years ⭢ Intention -0.259 0.142 -0.598 -0.017 -1.82394 0.068889

Ievel ⭢ Intention 0.1 37 0.078 -0.067 0.266 1.75641 0.079774

Volume ⭢ Intention -0.018 0.042 -0.094 0.071 -0.42857 0.668151

Frequency ⭢ Intention 0.108 0.056 -0.014 0.208 1.928571 0.054477
*Significant at 0.05

To be able to examine if  the physician’s intention to 
adapt e-detailing is influenced by the following socio-
demographic characteristics, particularly, age, gender, 
years in medical practice, level in the medical hierarchy, 
the volume of  laboratory requests written; and frequency 
of  interacting with PSRs, a multiple linear regression 
model was formulated. The path coefficients are shown 
in Table 7.
After performing the regression analysis, all of  the 
independent variables’ coefficients had p-values above 
0.05. A p-value above 0.05 indicates that the relationship 
between independent variables and intention to adjust 

e-detailing was not statistically significant. All of  the 
independent variables in the model did not appear to 
have a significant effect on the intention of  the medical 
practitioners to change their e-detailing habits. Age, years 
of  practice, medical hierarchy, number of  lab requests, 
and the frequency of  interactions with PSRs did not play 
a significant role on the intention of  physicians about 
e-detailing. These results may indicate that other factors, 
such as their perception of  e-detailing advantages, 
compatibility, and complexity could play a more significant 
role in influencing the intention to change the habits of  
medical practitioners.



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Based on the provided path coefficients, the impact of  
each independent variable on the physicians’ intention to 
adapt e-detailing is provided below.
For gender, the negative coefficient of  -0.034 suggests that 
being female is associated with a slightly lower intention 
to adopt e-detailing. However, since the coefficient 
is small, its practical significance may be limited. For 
age, the negative coefficient of  -0.001 indicates that 
increasing age is minimally associated with a lower 
intention to adopt e-detailing. However, the coefficient 
is close to zero, suggesting that age is not a substantial 
factor influencing the intention. For the years of  medical 
practice, the negative coefficient of  -0.259 implies that a 
longer duration of  medical practice is associated with a 
lower intention to adopt e-detailing. This finding implies 
that more experienced physicians may be less inclined to 
adopt e-detailing as a promotional tool. For the level of  
medical hierarchy, the positive coefficient with a value of  

0.137 indicates that a higher level of  medical hierarchy 
is associated with a slightly higher intention to adopt 
e-detailing. This suggests that physicians in more senior 
positions may be more open to using e-detailing in their 
practice.
The negative coefficient of  the volume of  laboratory 
requests, which is -0.018, signifies that a higher volume 
of  laboratory requests is associated with a slightly lower 
intention to adapt e-detailing. This finding may indicate 
that physicians who frequently request laboratory tests 
have a reduced interest in adopting e-detailing. The path 
coefficient of  frequency of  interacting with PSRs is 
0.108 which is a positive coefficient. This indicates that a 
higher frequency of  interacting with pharmaceutical sales 
representatives (PSRs) is associated with a slightly higher 
intention to adapt e-detailing. This implies that physicians 
who frequently engage with PSRs may be more willing to 
embrace e-detailing as a promotional method.

Figure 1: Most Preferred Method of  Communication Regarding New IVD Tests

Filipino physicians use a variety of  communication tools 
to acquire knowledge about in-vitro diagnostic tests. In 
this study, a thematic analysis was conducted to identify 
the key themes in identifying the preferred methods of  
communication regarding new IVD tests. The themes 
identified are medical congresses, a combination of  face-
to-face visits and e-detailing, face-to-face visits of  IVD 
medical representatives, e-detailing from IVD medical 
representatives, IVD company’s initiated webinars, social 
media, and none.  
A common method mentioned by the respondents 
is attending medical congresses, with 80 individuals 
indicating its use. Medical congresses provide physicians 
with opportunities to learn about the latest developments 
in their field, including advancements in diagnostic tests 
(Hraden & Laidlaw, 2020). 
A significant number of  physicians, which is 213 or 52.21% 
of  the respondents, reported using a combination of  face-
to-face visits and e-detailing. This is the most preferred 
method of  communication regarding new IVD tests. This 

approach allows them to have direct interactions with 
medical representatives while also receiving electronic 
information and updates about in-vitro diagnostic tests. 
Physicians often prefer a combination of  face-to-face 
visits and e-detailing as a means to acquire knowledge 
about in-vitro diagnostic tests. This approach offers 
several clear reasons that resonate with their professional 
needs and preferences. Face-to-face visits provide 
physicians with the opportunity for direct interaction 
with IVD (in-vitro diagnostic) medical representatives. 
These representatives are experts in the field and are able 
to provide detailed explanations, answer questions, and 
address any concerns that physicians may have. Face-to-
face visits allow for a personalized and tailored approach 
to information sharing, enabling physicians to engage in 
meaningful discussions and gain a deeper understanding 
of  the diagnostic tests. Moreover, e-detailing offers the 
convenience of  accessing information at any time and 
from any location. Physicians have busy schedules and 
limited time for additional activities, making it challenging 



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to attend all the necessary meetings and events. E-detailing 
provides a flexible solution by allowing physicians to 
review materials, presentations, and updates related to in-
vitro diagnostic tests at their own pace. This enables them 
to efficiently manage their time and integrate learning 
into their daily routines. 
The combination of  face-to-face visits and e-detailing 
combines the advantages of  both approaches. Physicians 
can benefit from the personal touch and expertise of  the 
medical representatives during face-to-face interactions, 
while also having the convenience of  accessing electronic 
resources for further reference and review. It allows for 
a more comprehensive learning experience that caters to 
different learning styles and preferences. Additionally, this 
combination approach promotes a deeper and more lasting 
retention of  information. By engaging in face-to-face 
discussions and interactions, physicians can ask questions, 
seek clarification, and engage in interactive learning. This 
active participation enhances their understanding and 
retention of  the knowledge acquired. The subsequent use 
of  e-detailing materials serves as a valuable resource for 
reinforcing and revisiting the information, ensuring that 
it is retained and applied effectively in clinical practice. 
Furthermore, the combination of  face-to-face visits 
and e-detailing allows for ongoing support and updates. 
Medical representatives can follow up with physicians 
after the initial visit, provide additional information, 
and address any new developments or concerns. The 
electronic resources shared through e-detailing enable 
physicians to stay updated on the latest advancements 
and changes in the field, ensuring that their knowledge 
remains current and relevant.
A smaller group of  physicians, 57 in total, mentioned 
that they rely on face-to-face visits from IVD (in-vitro 
diagnostic) medical representatives. These representatives 
provide detailed information about diagnostic tests 
and their applications, allowing physicians to stay 
informed and make informed decisions. Another group 
of  physicians, comprising 38 individuals, mentioned 
e-detailing as their preferred method of  acquiring 
knowledge about in-vitro diagnostic tests. E-detailing 
involves receiving electronic presentations or materials 
from IVD medical representatives, providing physicians 
with the convenience of  accessing information at their 
own pace. Two respondents indicated that they do 
not use any specific communication tools to acquire 
knowledge about in-vitro diagnostic tests. This suggests 
that there may be a portion of  physicians who rely on 
other sources or have different preferences when it comes 
to staying informed about diagnostic tests. In terms of  
more recent trends, 16 respondents mentioned that they 
rely on webinars initiated by IVD companies to acquire 
knowledge. Webinars provide a convenient platform for 
physicians to access educational content remotely and 
interact with experts in the field. Lastly, two respondents 
mentioned social media as a communication tool for 
acquiring knowledge about in-vitro diagnostic tests. Social 
media platforms can serve as a source of  information and 

allow physicians to connect with experts, share insights, 
and stay updated on the latest developments in the field.
In general, Filipino physicians use a variety of  
communication strategies, such as medical congresses, 
in-person visits, e-learning, webinars, and social media 
to gain knowledge regarding in vitro diagnostic tests. 
These strategies provide various learning opportunities, 
enabling physicians to remain informed and better serve 
their patients.

CONCLUSION
The development of  e-diagnostic practices in the in vitro 
diagnostic sector in the Philippines is affected by a variety 
of  elements, which are outlined in detail in the thesis. 
The results of  this study provide insight into the primary 
factors that influence the decision-making process of  
physicians when it comes to e-diagnostic procedures. An 
important factor to consider is the perceived advantages 
of  e-detailing. When physicians perceive e-detailing tools 
to be beneficial to their practice, to improve patient care, 
to provide pertinent and timely information on in vitro 
diagnostic products, they are more likely and more likely 
to adopt e-detailing techniques. This emphasizes the 
importance of  demonstrating the practical advantages 
of  e-detailing methods to physicians to promote 
their adaptation. Physicians are more likely to opt for 
e-detailing if  it is perceived to be compatible or is in line 
with their professional principles, values, and preferences. 
Another factor is its complexity. Physician adoption of  
e-diagnostics is more likely to occur when it is perceived 
to be intuitive, straightforward, and in line with the 
physician’s current workflow. Many doctors intend to 
adapt e-detailing due to these factors. It is essential to 
understand and address these elements in order to foster 
the adoption and deployment of  e-diagnostics in the in 
vitro diagnostic sector in the Philippines, thus resulting 
in enhanced healthcare outcomes and industry progress. 
By acknowledging the significance of  the perceived 
advantages, compatibility and complexity of  e-detailing 
methods, stakeholders can create tailored strategies to 
motivate physicians to adopt these.

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