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In the not-so-distant past, sales representatives handed out printed materials when they met with healthcare providers (HCPs). Those brochures covered drug efficacy, dosages, side effects, clinical trial data, contraindications, and more. It worked for a while, but it was far from perfect.
When new information came up or there was a mistake, the current brochures had to be scrapped, and new ones had to be printed. The significant pitfalls were the costs of design, production, and printing, not to mention the downtime for reps while waiting for updated materials.
And if a sales rep accidentally used outdated materials with errors, it could lead to legal and financial consequences for a pharma company. In the worst-case scenario, it would even harm the company’s reputation, which took years to build.
Companies have started using e-detailing solutions to address these issues, including interactive visual aids (IVAs) for face-to-face visits. The Viseven team will shine a light on IVAs in pharmacy –– their role, how to design, adopt, and present them during HCPs’ meetings.
Interactive visual aids (IVAs) are tools such as augmented reality (AR), animations, videos, virtual reality (VR), or presentations that sales representatives use to keep the audience engaged and prompt action. These are a key part of e-detailing, which involves using digital platforms for presentations to HCPs. It is important to note that e-detailing can also include static elements.
Interactive design elements include navigation bars, images, graphs, diagrams, and other visual aids that prompt users to take action. The content should provide clear, visual answers to providers’ inquiries about the presented products or services.
Before visiting the HCP’s office, sales representatives clarify their key message. The goal is to ensure the provider understands this message and is ready to act on it. Here are the main benefits of IVAs that help reps achieve this objective:
Pharmacodynamics, mechanisms of action, pharmacokinetics, and clinical trial results involve large volumes of complex data, figures, and technical terms. While HCPs have the expertise to understand these concepts, they may find it overwhelming to synthesize, organize, and absorb all the information during short breaks between patients.
IVAs allow healthcare professionals to grasp the data quickly. When they clearly understand a product, they are more likely to trust the pharmaceutical company and choose its drugs for prescriptions over those from competitors they do not fully comprehend.
How do pharma companies stay top of mind? They create marketing campaigns that live rent-free in customers’ heads. IVAs play a key role in achieving this for two main reasons.
First, people are more likely to retain information from visuals than text. This is because images have distinctive features and engage both visual and verbal processing channels — a phenomenon known as the Picture Superiority Effect.
People process information from an image instantly. Research shows it can take as little as 13 milliseconds. HCPs might choose not to dive into the content but cannot “unsee” the visuals, whether animations, interactive graphs, or diagrams.
Second, interactive visuals prompt HCPs to take action. These engagement responses are closely linked to improved memory retention.
In healthcare, decisions often require the active engagement of multiple stakeholders. Sales representatives may need to secure a yes from individual providers, hospital administrators, or purchasing managers.
IVAs make it easier to communicate ideas between these key stakeholders. With engaging and interactive visuals, HCPs can effectively showcase a product to other decision-makers and reach an agreement more quickly.
Pharma companies are keen to invest in IVA development, but adoption rates remain underwhelming. A study shows that 62% of sales reps still rely on printed materials for promotions. This drains the company’s budget and exposes it to compliance risks. These are the strategies for turning on a dime and adding IVAs into sales reps’ workflow.
People are motivated by two types of drives: intrinsic and extrinsic. Intrinsic motivation comes from within –– things like a sense of accomplishment or enjoyment. To tap into this, create an environment where sales reps can enjoy building IVAs or set goals that allow them to feel they have reached milestones.
Medical representatives are more likely to embrace a new trend when they understand its benefits. With current low adoption rates, companies need to do a better job communicating the advantages of IVAs. It is essential to clearly show what’s in it for reps, not just for the company.
Extrinsic motivation refers to external factors that influence a person’s behavior. To encourage IVA adoption, consider offering compensation or bonuses to your sales team. Remember to highlight their efforts during team meetings. People are inherently social, and recognition boosts their external motivation.
Compatibility refers to how well sales reps perceive organizational changes as aligned with their values, experiences, and goals. If the team believes their workflow with printed materials is efficient, they are more likely to resist implementing IVAs. When a practice feels incompatible, they view it as a high-risk change.
A pharmaceutical company’s goal should be to position IVAs as integrated with medical reps’ business practices. For example, pharmaceutical stakeholders can emphasize how visual aids merge with existing tools, like CRM systems.
Use data analytics to challenge their assumptions. Demonstrate how medical reps using IVAs achieve better results compared to those relying on printed brochures.
If digital transformation is imposed by the C-suite with strict control, teams will perceive it as mandatory and push back. Medical reps should not feel like managers are watching their every move, like ‘Big Brother.’
Research shows that the feeling of being monitored negatively impacts reps’ productivity and makes them less willing to cooperate. If they feel they could be penalized for not using IVAs, they are more likely to dig their heels in.
IVAs are more than just content with interactive elements. They are strategic tools that enable pharma companies to engage with HCPs and influence their prescribing decisions. To ensure the visuals achieve their purpose, taking care of their design is essential. Here are some steps to make it right:
Your medical writers should treat text as part of the design. Conciseness and simplicity make aids memorable and engaging. HCPs are busy with patients, skimming through materials before moving on to clinical tasks. The main point is that the aids will be a waste of time and resources, if the text is too small or lacks contrasting colors.
The same goes for the visuals. If your images are appealing and easy to understand, HCPs are more likely to spend time on your presentation and consider your brand for collaboration.
One well-designed picture tells more than a thousand words. If possible, use images or videos instead of text. If you need to present a lot of data, try using infographics to explain.
Your goal is not just to deliver content but to position yourself as an industry expert. Colors, logos, fonts, and the overall visual style should reflect your company’s branding. Include the appealing image of the drug packaging to enhance product recognition.
Any friction in navigation can prevent you from capturing audience’s attention amid their busy schedules. A hard pill to swallow is that no one will engage with your visuals if you are not intuitive. Whether it is a clickable element or dynamic content, the provider should never have to think about navigation –– they should be focused entirely on your message.
HCPs might view your IVAs on their phone while on the go or explore them in depth during a face-to-face visit on a tablet or laptop. No matter the device, your visual aids must remain accessible and fully functional. Some content experience platforms, like eWizard, enable creators to preview how IVAs appear on various devices to ensure a superior user experience.
The presentation of your IVAs matters a lot. It can either reinforce your message and capture HCPs’ attention or disrupt communication completely. Let’s explore how to ensure your well-designed aids get the attention they deserve.
The main goal of any IVA is to present a realistic scenario that shows how your drug or medical tool can address a client’s real problem. You should choose elements highlighting HCPs’ pain points and illustrating the solution. For example, you can use a case study featuring a 3D animation to demonstrate the drug’s mechanism of action or an interactive graph for clinical trial outcomes.
Although IVAs include interactive elements, this does not guarantee interaction. HCPs might ignore clickable elements on your diagram or skip a built-in quiz. Your challenge is to re-engage them by encouraging actions like pressing buttons, answering questions, or providing feedback.
One way to achieve this is through gamification. For example, you could require HCPs to complete a quiz to unlock access to product benefits. This type of interaction can help medical reps create positive impression, spark curiosity, and build trust.
Your communication with HCPs does not have to stop after a face-to-face visit. Following up is key to reinforcing the value of your product. You can use IVAs to reference key points in your message or email or share a summary of your main takeaways. You can also provide IVAs as standalone materials, giving HCPs a convenient resource to revisit or share with other healthcare stakeholders involved in decision-making.
Whenever possible, request feedback on your IVAs. Their input can help you address concerns, build stronger connections, and guide them toward making decisions.
Attention is today’s currency. IVAs help medical reps spark HCPs’ interest and encourage them to learn more about the products. But to achieve this, it is essential to design and present IVAs thoughtfully and to adopt them across your med rep team in a way that minimizes resistance.
For over 15 years, Viseven has delivered medical content to the top 50 pharmaceutical companies. Our experts create clear, engaging IVAs that capture attention, build rapport with HCPs, and foster trust. We also support pharma clients with omnichannel strategies, ensuring med reps’ visits align with digital channels rather than operating in isolation.
Want to know more about our services? Contact our team today.
