What are the Forms of E-detailing?

As e-detailing has taken the pharmaceutical world by storm, more and more pharmaceutical companies are making diligent use of this detailing procedure to deliver well-constructed messages to physicians. This detailing procedure not only sets up a solid platform to lure the attention of physicians but also provides a great opportunity to cut costs, maximize time of sales force and enhance physician prescribing.

Moreover, pharmaceutical companies can take their pick from the different forms of detailing procedure to construct and deliver messages that capture the attention of physicians. What are the different forms of this detailing procedure?

Virtual live e-detailing
In this type of detailing procedure, a webcam, a PC with preloaded software, and other incentives are provided to doctors. The doctor is able to establish contact with the sales representative of a pharmaceutical company through a number, and this can be done for certain number of times that is defined before. Most importantly, this type of detailing allows the doctor to take control over duration and timing of the session. Doctors are also in a position to interact with representatives through audio and video in real time. This paves way for cost-effective interactions with physicians which can also be extended for a longer duration.

Scripted e-detailing
This is another type of detailing procedure used by pharmaceutical companies to get closer to physicians. In this case, physicians are made to view interactive screens, made possible through intranet or internet site. Though this option doesn’t provide the chance to establish live interaction with doctors, it allows physicians to contact a sales representative through a telephone or email. Pharmaceutical companies make use of this model to deliver messages that are clear and well-structured and that are longer when compared to usual calls made by representatives. This model is also one of the effective options for a company that wants to enhance prescription of drugs that get featured in the detailing procedure.

Detailing via portal
This is yet another option where the detailing is presented through portals that cater to the physicians’ community. The advantage of such portals lies in the ability of the portals to allow access to doctor communities, where pharmaceutical companies can make use of this option to deliver product-specific messages or sponsorship marketing messages. Though portals provide access to such communities, impact of messages delivered through this medium cannot be interpreted easily. But, this is one real option to gain access to the most hard-to-reach physicians.

By picking the right option from the different forms of e-detailing, pharmaceutical companies can reap rewards out of this detailing procedure.

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Points to Ponder Before Rolling Out E-detailing Campaign

Pharmaceutical companies that have identified the potential of e-detailing are on the move to gain results out of the marketing mode. Though e-detailing brings more benefits to a company, this is a procedure that compliments the traditional detailing and is not a program that wholly replaces the traditional method. Before gearing up to extract mileage out of this campaign, pharmaceutical companies have to turn their attention to important points and know more about the factors that produce a telling impact on this campaign.

Ideal Channel Mix
The pharmaceutical company that plans to make the most of this detailing program ought to devote its focal attention on important points that can impact the detailing procedure. Identifying the right channel mix is one such a factor that demands the attention of pharmaceutical companies. Before planning to introduce this detailing program, companies should consider marketing goals, customer segment and product importance to decide upon the right channel mix that can produce good results. The channel mix primarily depends on product-related factors, marketing approach, customer preferences as well as needs. Physicians’ channel preferences should also be taken into consideration as when the company plans to roll out of this detailing program.

Effective Incentives
Though identifying channels preferred by physicians is the first best step to decide upon the nature of detailing, other factors like motivation measures play a pivotal role to decide the success of this program. In effect, companies ought to find ways to motivate doctors and take measures to introduce effective incentives and promote the usage of channels that get used for this detailing purpose. The pharmaceutical company should look beyond the process of straightforward promotion and introduce incentives that take physicians’ customer process into consideration.

Coordinated Change Management
Most importantly, gaining good results out of this program is made possible only when a company embraces coordinated change management procedures. In short, the company that wants to implement this detailing procedure should ensure that there is support from the management front as well as from the representatives serving the organization. Pharmaceutical representatives play a crucial role as they are the professionals who make sure that physicians know about this electronic service afforded by the company. Managing the change as when this procedure gets rolled out is important to achieve success in this detailing program.

Integrated IT Systems
Most importantly, channels that are selected for this campaign ought to be integrated with the CRM system landscape to make the most of this program. Integrated IT systems that pave the way for coordinated offline and online activities ought to be put in place, where a pharmaceutical company can get good results out of its marketing efforts.

By taking note of important elements that can impact the e-detailing procedure, pharmaceutical companies can move in the right direction and taste success in this campaign.

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Meet Challenges Head On With Cross Media Marketing

As the competitive market place drives an establishment to devise surefire marketing strategies, organizations leave nothing to chance while building marketing campaigns that can produce fruitful results. But, introducing programs that promise great results remain a brain teaser for organizations that fail to consider features that impact the program.

Cross media marketing campaign is an effective weapon in the arsenal of a company that is keen to engage customers’ attention. With this campaign, establishments can get closer to the target audience by developing alluring content that attracts attention of customers. For a company that wants to override challenges that come in the way of marketing measures, cross media marketing seems to be the perfect fit to meet and override such challenges.

Inadequate Resources
While the focal attention of a company falls on marketing strategies that promise good results, making diligent use of resources to conduct the campaign is another feature that deserves the organization’s attention. With inadequate resources to support the marketing campaign, an establishment is not in the best of positions to gain mileage out of the campaign. Marketing campaigns that make good use of cross media communication are campaigns built to overcome this challenge where inadequate resources can produce a negative impact on the campaign.

Smaller Marketing Budgets
Another feature that can produce a telling effect on the marketing campaigns rolled out by a company is the marketing budget of the company. With smaller marketing budgets, companies are not well placed to create maximum impact amid the target audience, which also doesn’t augur well to enhance the brand appeal. This campaign built on cross media communication allows the company to override the challenge that takes the form of smaller marketing budgets.

Unearthing leads
Needless to say, an organization takes all measures to adopt the right marketing strategies that help the company to unearth new leads. Without a result-driven campaign that can unearth new leads, an establishment is not in a healthy position to improve its sales figures. The campaign that makes good use of this cross media strategy proves to be an effective campaign that allows an establishment to unearth new leads.

Improve Customer Loyalty
With stiff competition driving players to introduce novel marketing measures, building programs that inspire customer loyalty is more of a challenge to an establishment. While an organization rolls out a campaign built on cross media strategy, it is well placed to improve customer loyalty and enhance the brand appeal in the process.

Cross media marketing is not only a potent weapon to lure customers’ attention, but is also a mode that allows an establishment to thwart challenges that can derail marketing programs pertaining to an institution.