e-Detailing techniques are constantly evolving, but several techniques stand out in medical sales training. Three important methods are virtual live e-detailing, e-detailing via online portal, demo in virtual meetings and scripted e-detailing, which can be done through an app.
With virtual live e-Detailing, physicians have a PC or device pre-loaded with a webcam and specialized software that allows them to interact via video conference with a sales rep. Physicians are generally provided with incentives to interact with reps a certain number of times per month. The timing and duration of the sessions are controlled by the doctor.
Some companies do e-detailing through an online portal for doctors through which they can access product-specific messages and do things like order samples. This technique can work well with hard-to-reach specialists. Statistics can be collected during physician use of the portal that allows companies to tailor portals for maximum effectiveness.
Demo in virtual meetings, the doctor would interact with the sales representative in real time. This type of interaction is ideal if you would like further inputs from the sales rep after you have learned certain background information about a drug.
The doctor is provided with a PDA that’s pre-loaded with the required software and a webcam. Usually, the doctor would have scheduled interactions with a pharmaceutical company’s sales representative on specific dates and times.
In other words, you get to control the timing and the duration of the sessions.
While the industry has made tremendous progress in adopting digital this year, its real transformation has only just begun. Where companies take their digital strategies from here will be key in determining commercial success in 2021.
To achieve true digital excellence, field teams will need to skillfully navigate virtual and in-person channels, flexibly adapting content and engagement tactics to the needs of each customer. The lessons learned over the last 12 months will serve as a useful guide for empowering reps to maximize their digital impact for years to come.
