What is E-Detailing & How it is Useful for Pharma Marketing?

E-detailing is digital sales content having digital sales and marketing data, embedded with eye-catching animations, enhanced navigations, interactive forms, and media that promises high engagement. Sales representatives often use this innovative digital approach to cut back on the cost of gauging prospectus customers.

E-detailing focuses on customers’ needs and tries to hold their attention for a longer period. It works on the mechanism of transforming traditional sales documents like brochures, flyers, and other technical documents into digital documents with the addition of interactive digital features such as integrated buttons, hyperlinks, animations and transitions, embedded media, and interactive forms.

E-detailing increases the effectiveness of traditional marketing and sales documents that can be utilized from wide perspectives. In the pharma industry where healthcare professionals require details related to medicines and other pharma products, E-detailing plays a beneficial role.

E-detailing has massively evolved during times of pandemic as physicians relied more on the digital landscape to stay connected and engaged. The on-ground sales pitch of medicines and pharmaceutical products also shifted towards the digital world and acquired a whole new meaning. 

Use of E-detailing in Pharma Marketing

When we talk about E-detailing and its use in the Pharmaceutical industry, there are innumerable advantages. Pharmaceutical Sales Representatives find E-detailing fast and effective as it helps them in reaching more healthcare professionals instantly, covering the gap that occurs in in-person sales pitches.

Many sales representatives find it difficult to reach out to physicians either due to time constraints or physicians’ willingness to welcome one-on-one sessions for their own reasons. But E-detailing ensures that health professionals willingly opt for sales pitches, thanks to its nature of being a self-directed learning program and easily accessible at any time. 

Benefits of E-DETAILING In The Pharma Industry:

Various MedTech and pharmaceutical companies are benefiting from the e-detailing approach because of the central digital communication strategy; as it is a base where other channels are also added to provide an increased level of customer experience. 

It is an excellent style for life science companies to initiate digital marketing, as it matches the industry’s norms that are conventional face-to-face appearances of sales rep or physically going to pharma shops to avail information related to medicine or even purchasing. However, the following are some great advantages of e-detailing in the pharma market.

Personalized and High-Quality Data:

Since e-detailing has changed the overall company’s structure and organized it in a way where detailer offers specific advantages. As it helps in capturing data that provides insight about products that enable personalized and high-quality services for professionals. E-detailing captures niche data and information pertaining to products keeping customers’ requirements in the background and then develops data that is completely personalized and has good quality, just what the customer is looking for.

Accuracy of Data Leads to Accurate Decision Making:

Further, e-detailing significantly improves the marketing accuracy of a product that conveys the right message and decreases the chances of human error that is mostly inherent in marketing through a sales rep. Besides, e-detailing provides much more accurate and correct data about medicine to general physicians as compared to a sales rep. The reason of this data and marketing accuracy is that marketing players have a more accurate database pertaining to that particular pharma company and its products that are subject to marketing. Hence, decision-making of user and product prescriptions by physicians becomes more convenient and accurate.     

Cost Effectiveness

E-detailing is a cost-effective and cheaper way of marketing as compared to the conventional style, where electronic forms, electronic data writing, analogs, navigations, and documents allow brands to support marketing in the selective sector and increase the reach where coverage of conventional sales representatives is low. Physicians who are not approachable by sales representatives can be easily approached through e-detailing via emails or digital marketing in remote areas wherever the internet is available.

Integration with Market Automation:

Since e-detailing develops synergy with broader marketing tools as its digital foundation allows it to combine with market automation tools and find solutions for more effective marketing. It requires the next level in joining with sales funnels in initial phases of promoting and strengthening B2B marketing techniques. For businesses, which is end to end in the pharma industry, e-detailing can become an efficient marketing tool that does not just automate marketing, in fact integrates sales rep’s conventional marketing with an automatic marketing style.

Webinars are a way of constant learning:

E-detailing which promotes Q&A sessions and keeps the audience engaged through online webinars is a medium to promote learning and constant updation of physicians’ and reps’ knowledge related to either product or on any topic related to health. Connecting speakers, professors, and doctors with a large audience using the internet as a channel and providing information to the audience is actually a way of constant learning and also distributing promotional material as well, through the most successful and fashionable way.

Medium of Self-learning:

Since E-detailing is an ocean of tools and channels that keep a larger amount of updated data can be of the biggest help for physicians to enhance their knowledge anytime and anywhere. Doctors and physicians can access data with one click at any time and can analyze it by using electronic forms, journals, magazines, graphs, etc available online.