eDetailing/eDetailers/iDetailing, Interactive Visual Aids/IVAs or simply CLM presentations – this emblematic kind of pharma content can come across in so many different namings, but the point is – you have the task to launch this channel and a deadline of a month to keep you going. It doesn’t matter whether you’re still showing your HCPs static presentations or just decided to give a fresh start to the channel as a whole – heck, even if you still haven’t used this type of content at all – you need to complete the strategizing, the content creation, testing in the fields, getting feedback and improving within 30-ish days. Great news for you – we are content marketing experts and we’re here to help. Let’s get to it!
Start planning by answering bottom-line questions
So for the last 5 years, pharma reps with their gleaming tablets have become an integral part, if not the epicenter, of every pharma marketing strategy, especially concerning multichannel engagement. So naturally, you do not need to be convinced in specific nature of eDetailing channel; you know far too well, why eDetailing is unlike all the other types of pharma content.
It can be considered The Content, content by default, in relations between pharma and audience of physicians. So if the whole thing was just about creating an animated presentation, you’d hire an agency to do that for you and put it out of your head. But this can not be a case if the physician engagement is at stake. That’s how we are arriving to a natural conclusion that if you break it up to the core, essentially, planning eDetailing launch can be boiled down to answering the right set of questions. Let’s go through a little questionnaire to see what your eDetailing launch might look like:
Why do you need eDetailing?
Sort out your priorities. To get the best use of your consecutive launch, you have to understand the reasons behind the need for this channel. Is it to attract new audiences? Get a new start with the old ones? Empower your reps with new tech? Or nurture awareness of a new medicine? Figure out the priority reasons and work from there. You need to understand we’re not here for animation and wow-effect itself – your reps are not entertainers, after all. We’re here for authentic engagement, dialogue and mutual benefit. It’s not about the data itself, it’s about how it’s communicated and interacted with. That’s why next question is:
Who is it designed for?
Now, let’s talk about your audience. This question is much eaier to answer if you already have a CRM base at hand. Define potential segmentation variables with the data from your CRM, in other words, break down your audience in sectors, pick the one you know the most and figure out how can your eDetailing enhance and improve your relationships with it.