Since the very moment pharma marketing famously went digital (several years ago), both doctors and marketers have attached some secret hopes to the change. HCPs generally like imagining life without the obligatory med rep visit at an inconvenient time every other day; marketers, on the other hand, think of new ways to address their audience. The equilibrium between these wishes that’s emerging is called the remote detailing – and its potential is quite impressive.
Pffff, distant relationships, you might say. Is it the marketing equivalent of Skype dialing your uncle on holidays? Can you even compare things like that to actually knocking on your prospect’s door? Turns out you can. Even in 2015, as many as 91% of doctors participating in a Quintiles survey, said they would agree to repeat the remote detailing experience.
The false analogy with long-distance personal/family communication has taken root, but it’s really deceptive. A customer is not your uncle; a customer has slightly different expectations from communication. Like brevity, and not missing the point, and not taking too much time. However, relationships with customers are still relationships – and here are several things you could do to build them.
#1. “Remember me?” (Consistency)
The most vital thing to any important business relationship is that it’s uninterrupted. When the customer feels they’ve been forgotten for a while, and then (right when a new campaign started) they hear “aaannnnd… here we are again” – well, that feels like being exploited. Most businesses that are not monopolies will confirm that is a big favor to the competitors. Even traditional detailing has much in common with account-based marketing, only it’s on a lesser scale. With remote detailing, where everything is online, the amount of attention the customer deserves by default should be greater to “compensate” for the lack of presence in the office.
In brief, the trick is to contact the prospect a little bit more often than they would like (but “little” is key here). At the same time, each session should ideally be linked to some experience from the previous interactions – so that the parties can refer to some previous conversation. This “bank” of previous talk topics is the stuff relationships are made of.
#2. It’s getting monotonous? Shouldn’t
Think of how the customer sees the whole marketing effort. Even with live detailing, communication can be too predictable at times. With remote detailing, the whole point is to compensate for the distance. Digital era and all, our subconscious still tells us that communication online is something “in-between” the “real” conversation and just watching something on the Internet. Less real. The more monotonous and predictable it gets, the more likely any doctor will just prefer websites. You know, those websites that they only read when they have already heard about a product.
The solution? Different activities at different times. With one eDetailing session, more listening. With another, more interactivity. With yet another – more audio/video information. The trick is, the format in which the information comes should vary to keep the prospect interested – and the “what-you-want-them-to-do-this-time” part should be different, too.
#3. Why are you asking?
A dialog is two people speaking. Provoking questions is one of the salesmen’s fine arts; well-made presentations where you pull sliders, flip cards, and turn pie charts can boost those fine arts. The more you ask the prospect, the more they feel involved and not just watching a movie. Again, asking about something means you care for something – which is an ingredient for collaboration. If the rep and the doctor eventually care about the same things, then why not discuss that once again in more detail?
Add data to the picture. The more you ask, the more you know, the better you may plan. Whoever has the right kind of data, they say.
#4. “Hi, what’s new?” (Quality content is still relevant)
The supremacy of content is nothing new (remember? Who’s the king?) – so let’s just remember briefly what exactly good content looks like:
- Tailored – professionally-looking, easy to work with, visually pleasing, elaborate enough to make the customer feel catered to.
- Personalized – so that it may become part of the communication between the rep and the customer (Remember you were interested in [that thing]? Well look…)
- Mobile friendly – because that’s the new etiquette. No, seriously. The little act of care called “we made sure you can use whatever device you want” is a huge plus for anyone who has had the device compatibility problem in the past.
#5. “Wow, how did you know?”
This reaction from the customer is priceless. This means the content/information you’re providing is actually close to what the audience is interested in. With remote detailing, it’s important to keep the connection with the real, non-digital world (after all, the desired result is the purchase of some physical, material things, isn’t it?). That connection is relatively easy to achieve with a good CRM and content management system – providing data from the neighborhood, clinical trials, etc. can and will make remote detailing sessions as real and relevant as they can be.
Once you make sure you don’t violate these principles, remote detailing becomes much more efficient than its conventional counterpart – you combine the comfort of online communication with the emotional and social excitement of face-to-face meetings. All of this is then directed to ensure the dominance of your brand.
Want to know how to win the HCP audience and increase remote call efficiency by 42%? Make sure to contact our team for more detailed information – and advance your market position in record time.