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Pharmaceutical Sales Force Strategies: Driving ROI Through Best Practice In Targeting, Management, Outsourcing And Technologies
Business Insights, Dec 2004
eDetailing
While there is increased pressure for sales reps to maximize detailing time, there is an equal emphasis on optimizing the quality of promotional contact with a product's target audience. This increase in quality requires the adoption of technologies that present the rep as a product educator, rather than a mere promotional agent. Additionally, technology can enhance and extend the relationships reps have established with physicians through using new
medium applications such as electronic and video detailing.
However, such investments can only be justified by effectively targeting the right technologies towards different physician prescribing patterns.
eDetailing describes detailing activities conducted electronically, most often online via the Internet, sometimes with personal computing devices or via Internet-enabled video conferencing. eDetailing provides an opportunity to maximize access to physicians by allowing the prescriber to initiate the detailing process. This reach can be extended irrespective of geographic limitations.
eDetailing also provides future opportunities for physicians to interact with online communities and also provides pharmaceutical companies with quantifiable tracking data relating to physicians' responses and queries about pre-launched or launched products. Furthermore, matching the eDetailing
format and program to a physician's prescribing behavior further increases the ROI of the promotional effort. This is achieved largely through an increased number of rep calls.
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