Posted on March 25, 2015
Oksana Matviienko, Head of Marketing department at Viseven Europe OU, shares her opinion on improving a dialogue between the medical representative and a physian, making the call more efficient.
Being a successful medical representative today is not an easy task. On the one hand, the success of your visits directly affects the success of the entire company. On the other hand, during the visits medical representative is facing lots of difficulties and barriers to make his work really effective. I am not talking now about overcoming communication and psychological barriers. I mean more complex aspect – possibility to be heard and ability to effectively persuade the listener and make your visit perform brilliantly. In this case the human factor indeed plays the crucial role.
Fairly often, a medical representative can simply forget to bring the required materials for the presentations or some important results of previous meeting could just slip away from his mind. In this case, meeting will be probably similar to the previous one, and it will surely irritate a doctor. Most likely that your success will be in doubt. Besides, there is no need to re-emphasize the problem of permanent lack of time – squeezing your speech into 5 minutes makes no use. And this is just the top of the iceberg, actually there are more challenges that med rep is constantly facing. But don’t despair – digital technologies are the solution to this problem. Digital media channels today are widely used – as well at work, at home, as in communication with friends. It is becoming increasingly popular to use digital technologies in Big Pharma. Gone are the days, when med rep had to spend hours, waiting for a doctor, prepare for visits all night long, drag behind a pile of paper materials. eDetailing perfectly replaced all those routine actions. Imagine that all the important information for the visits and smart analytics goes in your small tablet – tempting, isn’t it?
From now on, with eDetailing, pharma companies can establish their brand awareness, increase familiarity, and facilitate sales, using multichannel marketing that usually does not require a face to face contact. eDetailing has appeared as an awesome solution for pharmaceutical sales directors, eager to build an efficient dialogue with physicians, likewise for market access managers who aim at enhancing the impact of their value communication strategies.
This term includes a wide range of notions – from targeted emailing to sample ordering, and even online product presentations. The leading pharma companies have already realized that if they invest time and resources in building strong eDetailing strategies, they can ensure that all the information about their products will reach the physicians. According to Pfizer Marketing department research, 97% of physicians agreed that eDetail is superior to paper-based details for explaining complex issues. Actually, it’s not a surprise, because eDetailing means that information is available 24/7 through web-based tools, so physicians are empowered to find clear and engaging product information whenever they have time on their tight schedule. They can also pick out only that content, which is in their sphere of interests.
Our company, Viseven Europe, has been developing and improving digital communications in the pharmaceutical industry since 2009. Studying market trends and new directions of development, we have worked out a number of innovative products in the field of digital communications.
The main challenge we define for ourselves while working on the new products is modernization and simplification of business processes in pharmaceutical companies, as well as facilitating interaction and sales force efficiency, through the introduction of smart eDetailing processes.
Assessing the situation and taking into consideration market forecasts (BBC is forecasting that 2015 will be the year of eDetailing), we concluded that our customers need a unique product that will not only facilitate, but also speed up the process of eDetailing and make it accessible to everyone.
That's why we created eWizard – a tool that has changed the approach to creating and customizing interactive presentations. eWizard provides our customers with an opportunity to create their presentations independently on the go and to gain the true ownership of their eContent.
Life is too short to waste it on the routine. Being an accomplished medical representative becomes much easier with the new input into digital technologies. Make eDetailing your first goal on the road to success and you will be out to win.