Earlier this year Knowledge Networks released new research that showed MDs prefer a mix of digital, face-to-face marketing. Their research formulated from a survey of over 5,400 specialists and PCPs on Physicians Consulting Network showed that 1 out of 4 prefer computer-based eDetailing over in-person dialogue.
So how do you reach physicians that prefer electronic dialogue?
Well the obvious would be to offer them what the research says they prefer, computer-based eDetailing. But how could eDetailing cater to the physicians busy schedule, as well as, their interests, expertise and personality as well?
What if sales representatives could electronically send self-details to physicians allowing them to review it whenever they’d prefer? This could also allow physicians to review each slide for as long as they’d like, bookmark slides for later review or save presentations for future reference.
Additionally, sales rep could monitor and review each self-detail completed by the physician. For example, sales reps could track date and time of open, number of opens, slides viewed and time spent per slide.
For physicians who prefer classroom like settings, over self or in-person dialogue, they could attend their sales rep’s scheduled web cast. This could allow physicians to speak not only to their sales rep but to other participants as well. Doing so could spur conversations around a brand that can be discussed by participants or answered by their sales rep.
Overall, as physicians continue to own and use new technologies, such as smart phones and tablets, pharma marketers should continuously accommodate their targets’ changing preferences. At iQ, we’ve applied this research to our newest experiment we’ve named My eDetail – a sales representative’s specialized desktop that delivers customizable details to physicians in the precise way he or she prefers.
Introducing: My eDetail
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