Mapping the Influence of Commercial Detailing on Prescribing Decisions: A Scoping Review

Pharmaceutical detailing serves as a primary knowledge-translation strategy, yet a fundamental tension exists between brand-focused commercial detailing and evidence-based academic detailing. In high-velocity clinical environments where patient consultation time often averages less than 10 minutes, pharmaceutical sales representatives (PSRs) function as critical informational conduits. However, the qualitative effectiveness and operational mechanisms of these interactions remain insufficiently mapped in current literature. This scoping review aims to systematically map the evidence on pharmaceutical detailing, investigate its influence on prescribing behaviour, and identify the theoretical frameworks and variables that drive clinical decision-making. A six-stage scoping review in accordance with the Preferred Reporting Items for Systematic reviews and Meta-Analyses - Scoping Review (PRISMA-ScR) guidelines to ensure methodological rigor. We searched PubMed, ProQuest, Google Scholar, and Dimensions for English-language studies published between January 2014 and August 2025 using keywords such as physician detailing, academic detailing, educational outreach visits, doctor, physician, prescriber, general practitioner, and prescription decision. We registered the study protocol with the Open Science Framework (OSF) at https://osf.io/re8yz. Studies involving practicing physicians and non-medical prescribers, including both commercial and academic detailing interventions, were included. Data were charted using the Joanna Briggs Institute (JBI) extraction instrument, and study quality was assessed using JBI critical appraisal tools. From 5,742 records, 23 studies met the inclusion criteria across high- and middle-income healthcare systems. The evidence shows that pharmaceutical detailing increases the likelihood of initiating branded prescriptions, primarily through targeted informational exposure and repeated interactions. Its impact varies across prescriber segments, with differences observed by specialty, experience, and prescribing volume. Studies indicate that scientifically oriented engagement generates stronger responses in specialised care settings. Structural conditions, including high patient volumes and limited opportunity for independent evaluation, increase dependence on externally provided drug information. Regulatory restrictions consistently reduce brand-specific prescribing, while digital detailing improves access and frequency of engagement. Despite these shifts, direct interaction with PSRs remains central to influencing prescribing behaviour. Pharmaceutical detailing operates as a system-level communication process that integrates informational delivery with behavioural influence within clinical practice. It extends beyond promotion by actively shaping how doctors access, interpret, and apply therapeutic information in prescribing decisions. The balance between informational value and promotional bias depends on the strength of regulatory oversight and the quality of engagement. As communication channels evolve, detailing must maintain credibility and align with evidence-based practice to sustain its effectiveness. Strengthening governance mechanisms and integrating complementary educational approaches will ensure that detailing supports rational, patient-centered prescribing.