EDetails serve as a powerful sales and communication tool within the healthcare industry, enabling the delivery of important, often complex information about a product or service in a clear and accessible way. For a deeper understanding, refer to our ‘Introduction to E-Detailing‘.
In today’s highly competitive healthcare market, it’s essential to create eDetails that not only stand out but also engage and educate the target audience effectively. There are several strategies and approaches to consider when designing eDetails, each with its own strengths and limitations. In this guide, we will explore four popular types of eDetails, helping you choose the best approach for your needs and budget.
HTMLs
Interactive HTML eDetails function like mini websites, providing a highly flexible and customisable platform for presenting product information in a dynamic, engaging format. This type of eDetail offers greater control over the content, allowing you to design an interactive experience that is tailored to your audience’s needs and preferences. By integrating multimedia elements such as videos, audio and images, interactive HTMLs enhance the depth and richness of the content, making it more engaging and memorable for prospective customers.
One of the key advantages of interactive HTML eDetails is their seamless integration with Customer Relationship Management (CRM) tools. This integration enables sales teams to personalise content for individual customers and create more relevant and targeted presentations. Additionally, the ability to update and modify content in real-time provides flexibility to address emerging needs or new developments. Sales teams can track which areas of the eDetail resonate most with the audience, gaining a deeper understanding of customer interests and preferences. This data can then be used to optimise future presentations, ensuring that content remains relevant and impactful.
In summary, interactive HTML eDetails offer unparalleled flexibility, customisation, and engagement, allowing healthcare brands to create dynamic, data-driven content that is both educational and impactful. With the ability to integrate with CRM tools, track user interactions, and incorporate multimedia elements, interactive HTMLs are an invaluable tool for brands with a bigger budget.
PDFs
Incorporating multimedia elements into PDFs can significantly enhance the user experience, making the content more interactive and engaging. One of the most effective ways to achieve this is by integrating animations. Animations do more than just add visual appeal; they create a multi-sensory experience that can capture the viewer’s attention and reinforce key messages. By highlighting important elements such as a unique selling proposition (USP), call to action (CTA), or the specific uses, applications, or benefits of a product, animations can guide the reader’s focus, making it easier to communicate complex information in an impactful and memorable way.
Beyond animations, PDFs can also leverage hyperlinks and interactive forms to further enhance engagement and functionality. Hyperlinks provide a seamless way to share additional resources, such as detailed product information, case studies, or videos, allowing the reader to dive deeper into relevant content. This not only improves the user experience but also provides an opportunity to extend the conversation beyond the PDF itself, encouraging further exploration and interaction.
Interactive forms are another powerful tool that can be integrated into PDFs to capture valuable customer data. Whether you’re looking to gather feedback or collect important customer preferences, these forms make the process simple and efficient. By allowing users to input information directly within the PDF, you can gain insights that help personalise future interactions and improve your relationship with the customer.
In summary, PDFs are a budget-friendly, slightly less interactive alternative to HTMLs. The incorporation of multimedia elements significantly enhances their effectiveness as a communication tool. Not only do these features make the content more engaging and dynamic, but they also facilitate the collection and sharing of valuable data, creating a more personalised experience.
PowerPoints
One of the standout features of PowerPoint eDetails is the ease with which videos and animations can be incorporated into the slides. These multimedia elements break up what is often a text-heavy medium, providing dynamic visuals that capture the audience’s attention and make the content more engaging. Videos can demonstrate product applications, while animations can highlight key benefits or illustrate complex concepts in a simple, easy-to-understand format. When combined with strong presentation and communication skills from the sales rep, videos and animations can significantly enhance the delivery of the message, making it more memorable and impactful—potentially making the difference between securing a sale and missing an opportunity.
In addition, PowerPoint eDetails offer the flexibility of incorporating hyperlinks to additional resources, which can be invaluable in the fast-paced healthcare environment. When time is limited, as it often is in meetings with healthcare professionals, hyperlinks provide an efficient way to share further details, clinical studies, case examples, or even product demos without overwhelming the presentation with excessive information. This ensures that prospective clients can easily access more information if they are interested, while the presenter can stay focused on the most relevant points during the meeting.
Overall, PowerPoint eDetails are a versatile and effective tool for sales reps. By leveraging multimedia elements, speaker notes, and hyperlinks, they help create a more engaging, informative, and impactful presentation that can lead to stronger client relationships and higher conversion rates. However, they are less interactive than HTMLs or PDFs.
Printed Leave Behinds
Printed leave-behinds, though a more traditional approach to detailing, remain a powerful and effective sales tool when used thoughtfully. These physical materials provide a unique opportunity to showcase your branding, reinforce key messaging, and leave a lasting impression on prospective customers. Whether left behind after a conference, meeting, or sales pitch, printed leave-behinds ensure that your brand is remembered long after the conversation has ended. With the right information included, these materials help prospective clients recall key details about your product or service, creating a tangible reminder they can revisit whenever needed.
In addition to their role in reinforcing messaging, printed leave-behinds exude a sense of professionalism and attention to detail that can stand out in today’s increasingly digital world. While digital formats often dominate, printed materials show a personal touch and a commitment to quality, signaling to clients that you value their time and engagement. The physical nature of printed leave-behinds can also foster a stronger emotional connection, as they provide something tangible that clients can hold, share, and reference later.
However, the primary drawback of printed leave-behinds is the inability to update them once they are printed. This makes it essential to include evergreen content that remains relevant over time. Core messaging, product features, and your brand’s mission are ideal elements to feature, as they are timeless and applicable in any context. Additionally, while printed leave-behinds may not allow for the rapid inclusion of new data or statistics, they serve as a solid foundation that can complement more dynamic digital content.
In summary, while printed leave-behinds may be considered a traditional method, they remain an effective tool for leaving a lasting impression, reinforcing brand identity, and showcasing professionalism. By focusing on evergreen content and ensuring high-quality design, printed materials continue to play a valuable role in the sales process.
If you’re thinking about upgrading your sales and communications toolkit, consider adding in some eDetails. Here at Eon Visual Media, our team of developers and designers work together to produce high quality, visually appealing eDetails for all of your sales, marketing and communication needs! Get in touch today or email hello@eon-media.com for a free consultation!
