When E-detailing and digital presentations made their appearance in the pharmaceutical sector, everyone had no choice but to get used to it. Before that time, prescribers had only seen sales presentation aids on brochures and booklets.
In the beginning, it was difficult for the pharmaceutical field to start digitizing their sales conversations. However, only a short time later, the industry has embraced digital detailing and it became the foundation that sales pitches are created on. How was it embraced so quickly? Because it works!
E-detailing is quickly becoming the golden standard of presentations
Now the novelty of the digital presentation has worn off, we can focus again on the essence: the quality of content and knowledge of the pharma account manager. While innovation in e-detailing tools will become a “must-have” for the entire pharmaceutical industry, it won’t be just the technology to get the doctors’ attention. The industry needs to double down on the opportunity to use digital e-detailing to tell a better, more relevant story and to enter into a impactful dialogue with prescribers.
What do doctors think of E-detailing by account managers?
Presenting your sales pitch digitally has many benefits over traditional paper brochures. You can use technology to directly analyse which slides were well received, which were not, how long you spent on each slide, and other data. You can even perform studies on large groups of doctors with your sales materials. A poll conducted by OnMedica of over 500 physicians asked how they felt about e-detailing. Their research revealed that 79% of physicians prefer to receive product information digitally. Only 15% preferred receiving new information directly from the account manager. The study also showed that only 6% of physicians preferred medical sales pitches to be delivered on paper. (Pharma Times, 2014; www.pharmiweb.com).