eDetailing: The Ring that Binds Sales and Marketing Channels
While pharmaceutical industry is one of the most cited examples of customer engagement, there is lesser research than other non-pharmaceutical brands on defining what exactly customer experience in pharma is. Most of the time, pharmaceuticals rely on individual accounts of their key customers, based on supplier or services experiences. But here was the key impediment. The information collected was on individual basis, based on individual experience. Collective approach and trends were difficult to understand. Comparative analysis was difficult because each doctor would be handling different set of patients. The lack of options for engagement was another hurdle for pharmaceutical representatives.
The rule of digital in healthcare industry did not come out of the blue. The challenge of identifying trends and patterns in physician prescribing and choices was only possible if there was a uniform quantifiable measure of estimating responses. Doctors were given the same presentations with same detail aids and same follow-up calls. Hence we can say that a ground for research was set. What was needed was a digital means to convert this qualitative and quantitative information to obtain real time results.
Thanks to product innovations like edetailing and physician portals, most of this information is translated easily into trends and information. Predicting the doctor’s behavior and prescription pattern was never easier. Edetailing solutions now provide the impetus to overcome lack of insight on the kind of material a physician seeks out. With simple measurement of the time spent by a physician on individual detail aids, edetailing gives the sales
representatives the tools necessary to make eachprogressive contact an engaging one. Add to that insights and comments obtained on doctors’ portalsgives the necessary insights on industry trend.
Digital tools, particularly edetailing therefore, provide the necessary link missing for so long between the sales and marketing teams. Now marketing strategies are reliant on real time information filtering in directly from the sales representatives’ edetailer. The sales team now know exactly what to market and how, based on these stats and discussions with marketing.
But simple looking at reams of data sheets will not provide the advantage a company seeks. To ensure the fruitful integration of technology, a comprehensive plan is required. For this, the first priority should be centered on patient needs, as any provider concerns will center on those. A comprehensive 360 degree customer data base is the basis of a good customer relationship management strategy.
Based on the database, marketers can identify the methods which are more popular with a particular set of health care providers. Breaking down segments into smaller chunks ensures that each set of providers receives the most targeted information they seek, hence increasing engagement. This needs planning and defined timelines. When initiating these campaigns, the digital tools, detail aids and strategy must be aligned between the sales and marketing teams to obtain effective outcomes.
Once started, the pace will pick up. Digital data in real time means real time reactions and responding to market changes accordingly. Again, both sales and marketing teams need to be on the same pages to prevent any hiccups and gain their market lead.
A digital aid particularly edetailing may be the solution pharma was searching. But with it comes the introduction of digital content strategy, content creation, and animations. Creating a full circle solution to digital pharma will be the key determinant of future success of pharmas in customer engagement.