Gone are the days of traditional pharma detailing. With healthcare being such a competitive industry, traditional sales tools are insufficient. That is why we help healthcare companies step into the future and digitise their sales materials.
There are many different types of e-details that can be utilised to increase sales and improve sales pitches, including MOAs, interactive PDFs and PowerPoints. So, let’s discuss the four major benefits of digitising pharma detailing.
What are E-Details?
In short – an e-detail is digital sales content which incorporates a variety of digital features such as enhanced navigation, eye-catching animations, embedded media, and interactive forms that enrich the user’s experience. These features can help transform traditional printed sales documents into an engaging experience that will draw your reader in and hold their attention for longer by integrating these additional features.
Benefits of Digitising Pharma Detailing
1. Educational & Engaging
The primary objective of pharma detailing is to educate and inform physicians about the uses, features, and benefits of a specific product, empowering them to make well-informed decisions for patient care. E-details incorporate interactive and multimedia elements such as interactive forms, buttons and animations, which enable prospective customers to engage with the content in a more immersive and hands-on way. These interactive elements provide a deeper understanding of how the product works, its mechanisms of action, and its potential benefits for patients.
Moreover, e-detailing is much more engaging than traditional, static sales materials. Traditional print materials or slideshows may present information in a linear, text-heavy format, which can sometimes fail to capture the customer’s attention or facilitate understanding. As a result, physicians are more likely to make purchasing decisions based on a clear and thorough understanding of the product’s value proposition.
2. Retention & Recall
In the highly competitive pharmaceutical sector, where numerous products are vying for attention, creating a lasting impression can make all the difference. This is where interactive e-detailing comes into play, being a powerful tool to enhance recall and ultimately drive purchasing behaviour.
The memorability of a product pitch plays a crucial role in influencing a customer’s purchasing decision. A well-crafted, memorable pitch not only captures attention but also ensures that the key messages remain top-of-mind when the physician is making decisions about treatment options for their patients.
The ability to click through and explore the material transforms passive viewing into an active learning experience. This interaction deepens the physician’s understanding of the product, which, as previously mentioned, not only helps in retaining crucial information but also strengthens their confidence in recommending it.
3. Updates & Accessibility
Digitising pharma detailing is especially advantageous for brands employing an omni-channel strategy. E-detailing provides unmatched flexibility and accessibility, allowing sales reps to access vital product information anytime, anywhere. Whether it’s during an in-person visit, a remote consultation, or an online presentation, e-details can be easily tailored to fit the specific needs and preferences of each interaction. This flexibility is especially valuable for sales representatives who are always on the move, ensuring that they can seamlessly deliver key product insights to physicians regardless of location.
Moreover, one of the standout benefits of e-detailing is the ability to update content in real-time with the latest data, clinical trials, and statistics. Unlike traditional printed materials, such as brochures or flyers, which can quickly become outdated, e-detailing allows companies to make instant updates across all channels. Sales reps and healthcare professionals are always equipped with the most current information, ensuring that product details, regulatory updates, and new research are immediately reflected without the need for costly and time-consuming print runs.
4. Time-Saving & Cost-Effective
Perhaps the most appealing benefit is that digitising pharma detailing saves time and improves efficiency. From an operational perspective, e-detailing is far more efficient and cost-effective than the traditional approach of printing new sales materials every time updates are needed. Printing, distributing, and storing physical materials can be expensive and labour-intensive, especially when frequent updates are required. By switching to digital formats, pharmaceutical companies can significantly reduce costs associated with printing, shipping, and inventory management, while also gaining the flexibility to make adjustments and revisions on the fly without incurring additional expenses.
Additionally, all data gathered through e-detailing seamlessly integrates with your Customer Relationship Management (CRM) system, providing valuable insights in real-time. This integration allows you to capture critical data and trends, which can be used to personalise sales pitches and optimise future interactions based on actual customer engagement.
Summary
To conclude, digitising pharma detailing is a must for all healthcare brands. Empower your sales reps to foster stronger engagement and trust, present compelling information and effectively differentiate your brand to prospective customers to boost sales.
Here at Eon Visual Media we are incredibly passionate about creating visually stunning and engaging e-details for healthcare brands. If you’d like to find out more about how we can help your business, contact us here, or alternatively drop us an email at hello@eon-media.com!
