Exploring the design space of e-detailing through Magic Machine workshops to advance technologies for desirable futures

Abstract: Pharmaceutical detailing is moving to online environments because they are believed to save money, time, and be more convenient. Recently there has also been an increase in e-detailing due to the circumstances around COVID-19 pandemic. In the available literature, the transition to e-detailing is mostly evaluated through efficiency markers, with less focus on broader social implications and the interactions between people involved. To fill this gap and promote development of human-centred e-detailing technologies, this paper explores detailing interactions and related concerns which can guide the development of relevant detailing technologies. The field research and participatory Magic Machine workshops helped reveal and shape concerns which have implications for the future of e-detailing. High-level recommendations were derived to inspire further research and development of lasting, user-centred solutions. Design fiction artifacts were created to convey the research findings as boundary objects between pharmaceutical industry and academia.