Is your sales force using iPads or other tablets as strategic selling tools…or glorified PDF readers?
The use of iPads and other tablet devices is on the rise in the pharmaceutical industry. Nevertheless, the level of satisfaction for digital is plummeting and Return On Investment (ROI) is still questionable. So, what’s wrong? One answer lies in the lack of proper eDetailing, or using analytic-based, interactive media to enable sales presentations to physicians.
Here are five ways eDetailing with tablets can help you drive better pharmaceutical sales:
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Use Personalized Messaging
Physicians vary widely in expertise and specialty, so why would the same message work for everyone? Addressing individual physician’s concerns on a certain topic or product with medical education tailored specifically toward the local regulatory patient compliance standards helps turn stale brochure content into a pinpointed, informative sales experience. -
Optimize Content Delivery
Using a CRM to select what detail content to use with each targeted physician takes the guesswork out of the sales representatives’ hands. Relying on this type of data intelligence ensures vital information on the individual physician will create customized interactive content more likely to engage and influence them.
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Use Real Data For eDetailing
The pharmaceutical industry is transforming from physician-owned practices to centralized institutions, such as Integrated Delivery Networks (IDNs) and Group Practices (GPs). The pharma sales rep can now use data to identify the most influential GPs/IDNs, as well as their network of GPs/IDNs, to focus sales efforts only on physicians in influential groups and reallocate their remaining efforts elsewhere.
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Monitor, Adjust, Monitor
Historically the pharma world has used the abundant data it collects on doctor prescribing, patient claims, outlet sales, pharma sales rep calls, marketing promotional spending, etc. to address business problems centered around brand performance and resourcing. This is company-focused though, and does little for the patient. It is better to focus on which messages are gaining traction, how long patients stay on therapy, and other customer-centric predictive analytics to drive more sustainable revenue results. -
Use Real-time Intelligence
The pharmaceutical industry’s regulatory-heaving environment often creates a delay in responding to physicians’ and patients’ complex needs. Based on physicians’ prescription patterns, profile, market condition, and an array of statistical techniques, it’s possible to create an intelligent system to help you identify physicians who warrant attention (like those that have a better growth opportunity or are at risk of switching to a competitor’s product). Pharma sales reps can then modify their strategy appropriately based on these triggers/alerts to take the correct action in near real-time.
