Quick Guide to eDetailing in Pharma

Digitalization in pharma has led to omnichannel communication and is changing the way medical representatives and medical science liaisons (MSLs) present the information to healthcare professionals (HCPs). Some say that the pharmaceutical industry is always one of the last to adopt new technologies due to the strict regulations. In case of eDetailing, enough time has passed for it to become the core of communication between pharma and HCPs.

What is eDetailing?

eDetailing, or electronic detailing, is the result of the digital transformation of pharma sales content. The format has evolved from paper-based presentations to digital slideshows on laptops, to interactive eDetailers on mobile devices. Today, eDetailing is the primary channel of communication between life science companies and healthcare professionals (HCPs).

Benefits of eDetailing in pharma

Interactive eDetailing presentations increase active engagement — the customer can actually hold and touch the screen and control the data flow. At the same time, the company can track these interactions and analyse them to meet the customer needs.

Other benefits of eDetailing include:

• More powerful impact through the use of animations and gamification
• Highly targeted content (the rep can change the order of slides, select the longer or the shorter version of the slide set)
• Easy access to additional data during the call
• Easier updating of the slide set
• Starting point of the digital customer journey
• More efficient eDetailing content management
• Consistent high quality experience for the customers

New developments in eDetailing

With increasing workload and burnout¹, physicians have little time to talk with reps. The pandemic has been a good testing ground for alternative formats that are now part of the sales routine. These include remote, self-service, and omnichannel detailing.

1. Remote detailing

Remote communications allow HCPs to save time and still fit informative events into a tight schedule. Let us be honest — some physicians would even avoid live calls at all costs but might respond well to the online events where they are more in control of their participation.

At the same time, remote does not mean disengaged. HCPs can ask questions and engage in discussions with the rep or MSL — just as during a conventional call. Group meetings allow HCPs to discuss the matter with their colleagues on the spot and might be an easier way to speak with customer teams.

2. Self-service detailing

With multiple communication channels available, it became clear that HCPs prefer to control when and how they access information. Your customer might like the idea of self-service detailing when they decide when to explore the slides and to which extent. Using their own device, the customer can easily switch to the associated website or social media page.

To enhance the self-service experience, pharmaceutical company might create a digital brand assistant using a ‘chatbot’ technology. This assistant can represent the brand ambassador, a digital face of your brand that accompanies HCP along the customer journey.

3. Omnichannel detailing

Many believe that eDetailing presentations (eDetailers) are at the heart of pharma promotional strategy, while others view them as an ideal steppingstone into omnichannel marketing. Regardless, it would be unwise to overlook the opportunities that arise from integrating eDetailers into omnichannel.

No matter which method a rep or a MSL employs to present data, the communication never stops at the call. eDetailing helps customize your messages after the call based on the HCP’s feedback. In case of self-service detailing, links to the product website or social media pages can be embedded into the slides, allowing HCP to choose the digital channel they prefer for further communication.

Compelling storytelling

Your data should not just be a collection of facts and figures; it should flow seamlessly, weaving a narrative. This story serves to guide and reinforce the customer journey, helps HCPs engage more deeply with the eDetailing content, and connect with your products.

eDetailing UI design

An eDetailer offers a highly interactive experience if the design is clear, consistent, and intuitive. By incorporating a user-friendly navigation menu, you can tailor the customer experience. The interface should include options to go back, access the table of contents, view additional information, and engage with pop-ups.

Additionally, it is important to test the user interface before it is presented to physicians.

Best eDetailing practices: checklist

Let’s summarize what we’ve said before about the modern approach to eDetailing.

1. Layout and format
1. Add interactivity and gamification but avoid video.
2. Add flexibility for personalization.
3. Consider creating at least two versions: short call and long call.
4. Create a remote version.
2. Content
1. Keep it simple and concise.
2. Create and maintain the data flow.
3. Create a story that will support the customer journey and make the presentation memorable.
3. Connectivity / continuation
1. Connect to other channels.
2. Remember the role of eDetailing in your marketing strategy.
3. Collect feedback.
4. Send follow-up messages.
5. Engage at the right moment or allow self-detailing.
6. Send updates, provide additional data.
7. Show what other physicians found interesting.
4. Performance
1. Test the interface.
2. Teach the HCP to use it and to make most out of the presentation, especially if it’s remote/self-service.

Choosing an eDetailing agency

Quite a comprehensive list, right? It can indeed seem daunting. That is why it is often best to entrust the development of your eDetailing to a team that can provide technological solutions, create intuitive but smart design, and find creative solutions to ensure maximum performance.

Advancements in eDetailing technology not only cut costs but also save time. An experienced seasoned agency can expedite the process with proven workflows and craft a high-quality presentation in about a month.

Last but not least, integrating eDetailing into omnichannel communication of a life science company can be like stepping into uncharted territory in terms of regulations. If you’re unsure how to best and safely interact with HCPs through social media, mobile apps, and other digital channels, it's crucial to select an agency that's already well-acquainted with these nuances.

Here at Dazur Digital we can advise and support you through every one of these steps, to create eDetails that support your goals and objectives for engaging with your HCPs.