Than One Loop to Close
FRESH PERSPECTIVES ON DIGITAL SOLUTIONS
CLOSING
THE LOOP BETWEEN
THE
TECHNOLOGY AND THE SALES REP
ven though an increasing number of physicians are putting restrictions
Eon pharmaceutical sales visits, sales reps are still integral in delivering
information via virtual and video e-detailing.9 In fact, e-detailing initiatives can generate a request for a sales visit, as “physicians still prefer to be detailed by a rep in-person.”10
Today, more often than not, sales reps use a wireless device loaded with preprogrammed presentations to engage HCPs about a new drug, educate about indications, safety and interactions, or to renew interest in an older brand.
So why is the industry developing e-detailing solutions without fully understanding the sales experience?
Before any app, portal or website is developed—before any presentation is created, much less loaded onto a tablet—we must close the loop between how we think a sales rep and physician interact and how they actually interact.
In order to discover what challenges a sales rep faces in a typical day, and develop digital solutions to address them, we must live that day with them. Sales rep ride-alongs for the purposes of e-detailing development are rare but crucial to your CLM strategy. How can you collect useful, meaningful feedback from an HCP if the conversation does not deliver the correct mes- sages or fails to flow? You can’t.
Ride-alongs of this nature should include your digital solution partner as well as your creative agency and marketing team. The goal is to watch for key messages and objection handling. They should ensure that representa- tives from each segment of HCPs are covered, as defined by the marketing team and in terms of brand loyalty. When they observe successful commu- nication points, it indicates that they should highlight that specific mes- sage. Objection handling responses indicate that information on a specific message needs to be easily accessible to support the conversations visually, versus causing a change in the conversation.
Seeing if an e-detailing tool is collecting the right information is also key at the discovery stage. Does it have the right level of granularity? You may know how long a slide was viewed, but do you know why? And what about the user’s journey? Is the tool capturing positive, negative, and neutral responses? If you build the right e-detailing tool, you can capture infor- mation that will reveal preferences and reactions, not just duration of use. Then, and only then, will you be set up to mine for insights.
Once messaging is created and the e-detailing solution developed, sale reps need to be trained on how to deliver a meaningful presentation using the tools provided. They need to know how to navigate the technology and learn what it can and can’t do in order to have a genuine and beneficial con- versation. Navigation also needs to suit sales reps. It must be simple and easy for them to access supplementary information and navigate between slides. It simply “needs to work.”