In a world that has just survived a colossal pandemic, digital channels have assumed insurmountable importance in the world of conducting business. Especially in the healthcare and pharmaceutical industries, digital channels of getting in touch with stakeholders have become an imperative that businesses must adopt in order to improve their outreach.
The pharmaceutical industry specifically has leveraged these digital channels in a pivotal way through e-detailing. In an increasingly disrupted world where everything is changing, e-detailing has emerged as a new way of engaging with consumers/clients in the industry and staying relevant. As a means of survival and business furtherance, e-Detailing Tool has proven to be a great solution. Let’s learn a little bit more about it.
What is E-Detailing?
In the pharmaceutical industry, product detailing to the utilization of digital and virtual channels to engage with consumers, clients, and audiences with a view to:
- Deliver information about pharmaceutical products
- Market new pharmaceutical products
- Conduct other promotional activities such as hosting device demos or launches
Product detailing assists the delivery of better services to healthcare professionals (HCPs). It is a great method to garner feedback from physicians and healthcare professionals on a particular product to improve it if need be or address areas of concern. This instance is particularly helpful in marketing new MedTech devices.
E-detailing has thus emerged as a tool to digitalize the interactions between pharmaceutical companies and healthcare professionals.
Remote E-Detailing Best Practices
The following best practices are a must to ensure that you get the best out of your e-detailing setup.
Make it Interactive
E-detailing needs to be able to capture the attention of healthcare professionals. It works well to include interactive elements of participation to draw focus to important points. Have some data handy to successfully suggest sales and marketing strategies.
Leave an Impression
Every minute of a pitch is important since healthcare professionals are investing their time to view it. Hence, make every word of the edetailing mobile enablement session count. Deliver relevant information in an engaging manner that further stimulates an initiation for an in-person discussion on the product.
The best e-detailers are the ones that have centralized connectivity to various digital channels of the pharma company, like email, remote/virtual network, websites, self-service, etc. The democratization and accessibility of data help customer representatives perform better. Remote e-detailing makes it easy to communicate and interact with the audience. It can optimally share wide information with the target audience and hold their interest.
The best way to ensure that sales are closed as quickly as possible is to introduce a commerce system in the e-detailer. This would enable healthcare professionals to shop for the desired products in line with the e-detailing, boosting sales at your end.
Keep it Crisp, Clear, and Communicative
Product Detailing makes it possible to deliver too much information in a single session tends to overload the viewer, defeating the purpose of marketing a product. Highlight one or two key USPs and focus on delivering them effectively.
Integrate Your ERPs
In the end, the purpose of e-detailing is to gather useful data that can form the backbone of business strategies. Create a data flow that connects the data from the e-detailing interactions directly to the incumbent ERPs or business intelligence systems to derive insights from.
If your product has been endorsed by a reputable professional or entity, include its mentions in the meetings wherever needed. Social proof helps to generate favor for the product among healthcare professionals; it also aids decision-making on the part of the client.
Keep it Adaptive
Modern e-detailers help mold the content in a way that is preferable for consumption by the healthcare professionals viewing it. Include options to customize and personalize the way content is presented to the viewer to make it more comprehensible. Mobile product e-detailing is one of the best ways to regularly update the content and share the same on a broader scale.
Keep it Concise
The times when presentations that were longer were considered better are long gone. Do away with the temptation to include all the information in your pitch – be concise. What is the selling point of your product? Highlight this one aspect and connect it to all the others to deliver value in a few words.
Deliver a Narrative
A collection of disjointed messages do little to communicate the benefits of your product. Instead, adopt a narrative that ties together a story from inception to product performance while covering the key highlights that HCPs can focus on.
Not every sales representative works in the same way. In your e-detailer, include options that allow them to tailor the presentation according to their own style of content delivery and pitching. This helps bring more effectiveness into the edetailing pharma session.
Do not Include Video
Contrary to common notions, videos aren’t the best tools to deliver content at the first meeting. They take up too much of the healthcare professionals’ time. Instead, use text and images for the first e-detailing presentation, and preserve videos for a follow-up session or to deliver more information over email.
Augment with Online Engagement Tools
Including tools like surveys, feedback responses, chats, or audio in e-detailing helps boost viewer engagement then and there. Ensure that your e-detailer has some form of engagement tool incorporated and is on standby for use as needed.
Utilize Short-Call Presentations
Content that is to the point and targets a specific need usually gets more call-backs than the longer versions. Utilize this fact to create product e-detailing sessions that are accurate and precise, and focus on particular aspects or pain points of the client.
Adopt a Continuous Training Model
Training that delivers information in small, “snackable” packages from time to time is more effective than long, exhaustive hours of learning an e-detailer interface. Adopt this training method to keep the workforce engaged and continuously learning the software.
Product E-Detailing is much like delivering a pitch to a client – you want the best aspects of your product showcased in the most engaging, impactful way that generates consumer interest. This can be made possible by following the guiding pointers discussed above, in addition to making a few tweaks to the way the e-detailing platform is absorbed into the business workflow.