Stuck? There can be plenty of reasons why your regular HTML5 development agency does not keep a know-it-all full-stack developer at hand – it would take ages to read through the list of them. Maybe there are only junior devs, maybe it’s difficult to find a team lead. Maybe they’re on vacation. You name it. However, what if someone told you it’s possible to skip that part? That an agency can develop presentations with a couple of junior developers in-house, and still be up to the competition? Of course, no one will promise you magic. Here, however, we’ll analyze the issue and go through several practices that allow agencies to “cheat” a little – all the while maintaining quality.
Why e-detailing is So Special?
To understand where you’ll need a replacement for some almighty presentation guru, let’s first look at why you need them in the first place. In other words, the points that make edetailers unlike the other types of content.
What is edetailing, really? It’s obvious that HTML5 presentations are not static images, and they may consist of practically every content type you could think of. However, that alone doesn’t explain why edetails are still different from, say, websites. Thing is, this “genre” has its very own peculiar features that need consideration.
1. Pharma Content = Special Responsibility
Since everything here revolves around medical subjects, the content has to be taken seriously. Doctors who watch the presentations in detailing sessions need verified and relevant information to make “pro” decisions. In fact, the quality of pharma content has been a discussed issue for a while, with 2/3 doctors being skeptical about the information they get. For an agency, this has an unexpected result. If you’re dealing with pharma edetailing, be prepared for a lot of participation from liaisons and tons of counseling. In practice, this increases the chances that some corrections will have to be made at different parts of the development process. This, in turn, means that the agency doesn’t get as much time as it seems at first. In the process of (re)coding, there can emerge new issues – a popup is no longer sufficient in size; the layout needs to be altered to make place for a new button, etc.
2. Presentations are more “Integrated” Than Websites
The whole concept of edetailing in pharma was once designed because doctors didn’t have enough time to engage with representatives. The numerous interactive elements and complex navigation are there not just to show off. Using them is crucial because it allows to present information more efficiently. In an often cited survey, 75% of general marketing respondents said they would increase their utilization of interactive content during 2017. For retail, this spells opportunity. For pharma, necessity. That’s why HTML5 presentations are so important.
On the other hand, for example, websites also have interactive features like checkboxes, flipping card quizzes and so on. The difference is, websites are normally navigated in more relaxed settings. An HTML5 presentation, however, needs to incorporate different types of content so that they are most accessible at any second. This means a lot of work needs to be done to ensure the different elements on the same slide look and work well together.
3. eDetailing Content Needs to be CLM-compatible
Perhaps the most concerning moment about these presentations is that they don’t function in isolation. edetailing software is a hard nut to crack, every content manager knows that. An eloquent edetailing example is the fact that as the presentation unfolds, the data received from the doctor needs to be captured by the CLM system that the company uses. To address the CLM, the code needs to rely on the corresponding API. As you might have known (or guessed), different CLM systems use different API sets, so a programming guru typically needs to adjust the code accordingly. This can be an infuriatingly meticulous work to do, so – extra bit of attention here.
Now that we have these 3 decisive points, let’s look at how guru-less agencies handle them.