OBJECTIVES: Electronic detailing (e-detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel through which to promote pharmaceutical products to physicians. E-detailing means using digital technology for promotion: internet, video conferencing and interactive voice response. The objectives of this study were to: 1) explore physicians' attitudes toward e-detailing, and 2) describe physicians using of e-detailing METHODS: The sample was selected from a database of licensed physicians in Iowa maintained by the Office of Statewide Clinical Education Program. The survey was mailed to a random sample of 150 physicians. Each subject was contacted up to two times. Attitudes measures that used Likert scales were developed. Using independent t tests, we compared physician users and physician non users of e-detailing in the following attitudes and beliefs: absolute relative advantage, relative advantage with comparison to traditional detailing, compatability, complexity, credibility, applicability, and searchability. RESULTS: Of the 150 surveys, 1 was returned as undeliverable. A total of 38 usable responses were received, giving a response rate of 25.6%. Hence 38 responses were included in our study analysis. Of the 38 surveys received, 21 (55.3%) reported receiving invitation to participate in e-detailing programs. There were 10 (26.3%) physicians who reported using e-detailing: Five using video, four using virtual and one using both. The attitudes and beliefs of e-detailing users were significantly different from non users: users considered e-detailing more compatible with their practice (p=0.005), less complex (p=0.042), having higher absolute relative advantage (p=0.005), of greater relative advantage in comparison to traditional detailing (p=0.035), having higher credibility (p=0.025), possessing greater searchability (p=0.007) and better applicability (p=0.011). CONCLUSION: About one quarter of physicians reported using e-detailing. Physicians who use e-detailing recognize its interactive and self-directed nature more than nonusers. E-detailing programs that readily fit in to physicians' practice are viewed more favorably.