Top 3 Reasoning Why Pharma Companies Should Use Product eDetailing
eDetailing or electronic detailing as known as edetail is a well-established method adopted by the pharma and med-tech companies to engage with their customers, who are primarily healthcare professionals and other stakeholders. In the case of eDetailing, sales content is digitalized and made available on a mobile phone to enable anytime and anywhere access, and collaboration between the sales personnel and the healthcare professionals.
Besides, the content is packaged in a way to make it more interactive, engaging, and relevant to the customers, that is, the healthcare professionals henceforth referred to as HCPs in the rest of the article. For instance, it can be in the form of slides containing graphic presentations of the products, along with their benefits and use. The aim is to encourage the interest of HCPs in the products so that they refer them to their patients. eDetail is also of great use to the sales personnel as they have immediate access to the information and data they need to address all customer queries and inspire their confidence and trust in the products. An international survey conducted by McKinsey shows that the pharma industry is increasingly inclining towards eDetailing because it provides instant access to all information and data that the sales personnel need to make a pitch and drive a sale. At the same time, the creatively packaged interactive product content helps to capture attention and deliver the messages to the healthcare professionals.
In the increasingly competitive industry of pharma sales, companies can beat the competition with eDetail. Here, in this article, we look at three reasons why pharma companies should adopt eDetailing in their customer management initiatives.
Here’s the Top 3 Reasons Why Pharma Companies Should Use Product eDetailing
- Capture attention:
In a world inundated with information, people’s attention span has become limited. So you have to capture and hold their attention in minimum time and deliver your message in a way that they can absorb and assimilate for further action. The way to achieve this is to creatively package the information using digital technology to highlight the benefits of the products. To illustrate with an example, in traditional settings, the sales reps visit the HCPs with files and verbally describe the product. The effectiveness of the sales pitch in such a scenario largely depends on the communication skills of the reps and how well-informed they are about the product. And then again, even the most well-informed personnel may not effectively address all customer queries because they have forgotten something or don’t have relevant data or documents to support their arguments.
Contrast this with eDetailing where sales reps simply have to showcase the product on their tablets or mobile phones. While not taking away the role of good communication, the colorfully packaged interactive content goes a long way to hold attention and convey the message. Further, the PPT slides succulently sum up the product details and benefits, supported with facts and data. The audio-visual representation of details and data in eDetailing helps to attract and hold the attention of healthcare professionals. Besides, the HCPs can view the presentation at their own convenience and time, rather than being rushed through between appointments.
- Monitor user engagement:
The role of eDetailing is not limited to presenting information, facts, and data about pharma products to health care professionals. In fact, the features of the eDetailing app go much beyond that. For instance, these apps also include inbuilt monitoring features that help to gauge user engagement with the content. So it may be that you have shared a PPT deck with a healthcare professional. With the monitoring features, you can monitor the time the user spends on each slide, which thus, gives you valuable insights into which product has captured the attention and which has not. The reporting tools collate and analyze data on predefined metrics, thus, giving you the necessary insights to support data-driven decision-making. Through the app, the healthcare professionals can also provide their feedback, comments, and ratings and you can use this information to promote and improve existing products or launch new ones.
- Quick content updates:
We are living in the age of information and digital revolution. Added to this is the fact that customers are now more aware and empowered than ever thanks to the Internet. Driven by these factors and more, pharma companies are constantly evolving and updating their product lines. So every time, there is an update, the sales reps just need to download new information and add it to their existing slides and share it with the healthcare professionals via the eDetailing platform. The time taken to update and share information via eDetailing is much less than it would take in conventional methods and oral communication.
- In conclusion
As the digital revolution continues, it was but a matter of time that pharma companies too adopted the digital route to woo the healthcare professionals and recommend their products to their patients. Conventional means of information-sharing remain a cumbersome process with sales reps having to take appointments and travel long distances to pitch products only to realize that the doctor or the healthcare professional had to cancel due to an emergency. Then again, even the most well-versed sales rep can overlook important features of the product or not have access to relevant data to support the pitch. As a result, they would stand to lose a potential client. eDetailing or electronic detailing came as an answer to these woes. eDetailing refers to creating digital content which can be downloaded and accessed on a tablet or mobile phone. eDetailing is a means to enable HCPs and other stakeholders to actively engage with your content, and draw attention to key messages via interactive slides, video, and graphics. If you are looking for an eDetailing platform to pitch your products, you may consider Kytes as an ideal platform to create, store and share highly targeted communication between the sales reps and the healthcare professionals. With Kytes, you can support your presentations with scientific documentation on pharmaceutical products stored in a cloud-based repository, which you can access anytime with authorized login credentials. You can also leverage its powerful features to update fresh content even while on the move. The eDetailing platform helps to provide all stakeholders with a consistently high-quality experience. With physical access to healthcare professionals becoming harder eDetailing is fast emerging as a popular means to initiate conversations around pharma products. eDetailing platforms like Kytes take the physical detailing meeting online, enabling pharma sales reps and HCPs to liaison at the most convenient time and embark on a digitally-enabled customer journey, enabled with interacting content and real-time communication and collaboration in a virtual environment.