The days of cardboard pharma are over and so are the days of static presentations. If you have been keeping up with the recent digital pharma content developments, this doesn’t sound like an overstatement to you.
After hopping on the digital bandwagon, usually what pharma companies do next is make sure their message is engaging and dynamic – thus, joining the mainstream of HTML5. However, interactive presentations seem to do a better job at maintaining sales rep—HCP connection vital. Let us follow the yellow brick road into the not-so-brand-new world of interactive tools and see why they are more popular than their static counterparts.
Non-static presentations get a share of criticism on their interactive nature itself – as in “our sales reps are not storming HCP’s offices (or carefully carving out his/her time online) in order to entertain the doctor with flashy slides or simply to watch a video together”. What’s the real value of interactivity over here?
A main skill that an outstanding sales rep has is flexibility – be it during an actual conversation or a videocall. Good reps strive to be well aware of physicians’ interests and correspond to their reactions during the talk. Pharma purposefully and understandably trains them to quickly expand on the topics brought up and the clues voiced. So, naturally, reps would want to have superpowers of, for example, navigate slides on a categorical or even individual ground, find a relevant instruction, study or animated mechanism of action – all on the go. Well, they can’t be that operative with static presentations. Because, to put it mildly, static presentations’ flexibility is a joke. A joke that takes up too much of rep’s time and productivity. It’s time to stop hindering pharma’s field force’s efforts of delivering tailored content of value.
‘Sticking with pdf’s is cheaper’, some might claim. Not if pharma is missing out on opportunity to make its customers really listen. Rereading the same message on slide as sales rep is simultaneously rephrasing it is not what keeps the doctor focused. Should one even mention then that engagement guarantees memorability? You want to make sure your content doesn’t fall deaf on physician’s ears (or fall blank on physician’s eyes, for that matter). Making him/her a part of it is the easy and elegant way of delivering the right message.