Storytelling and E-Detailing. As field workers continue to lose access to doctors, pharmaceutical marketers are looking for more efficient ways to connect with doctors and deliver high-impact, value-added messages. In this situation, details (the use of electronic and interactive media to contact doctors) are becoming an increasingly important part of the marketing mix.
Most doctors have smart devices that allow them to study on the go, so it makes business sense to connect with them via digital media such as email, video, and online sample ordering. A study conducted by Pfizer’s marketing manager Marianne Anderson found that 97% of doctors prefer more detailed information than paper-based material to explain complex information. It is in your greatest interest to take advantage of this growing preference for digital content to bring to the market the devices that physicians can use most comfortably.
The Storytelling and E-Detailing strategy is increasing as it helps overcome the challenges faced by medical representatives (PSRs). For example, wait for hours in the hope of talking directly to your doctor for a few minutes. With digital technology, messages arrive with less effort and are always available. With access to information anytime, anywhere, physicians can increase brand awareness, provide information, and drive sales without having to meet in person. Please note that the details and footwork done by the PSR are not mutually exclusive. The details are most effective when PSR incorporates these digital marketing strategies into their sales practices, and when campaigns answer questions and provide additional support. PSR can be enhanced by leveraging relationships with doctors along with data from digital outreach campaigns.
Indeed, the main advantage of particle size is the ability to obtain real-time data on the needs and behaviors of physicians. The data collected from digital campaigns can help you measure the effectiveness of your campaign and adjust your message to generate a higher return on investment (ROI). The data may include media views and downloads, the most viewed pages, the time spent on each page, geographic location and demographic information. PSRs can access this data in their customer relationship management (CRM) systems to gain insights into physician behavior and adjust sales tactics. Think of all the ways you can be more effective with your Storytelling and E-Detailing strategy.
For example, when was the last time you used a 3D chart or interactive animation in your email campaign? Are your videos attractive and mobile friendly?
Also, consider the timing of e-detailing campaigns and how they integrate with other marketing initiatives. By understanding the value of the details and incorporating them into PSR’s marketing strategy, doctors can be more effectively informed and have the tools to achieve greater ROI.
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