Nowadays, pharmaceutical companies are engaged into the most diverse remote communication models to reach out to the HCPs, as the primary objective. Among other things, they employ them to reduce sales costs and increase the efficiency of communication – which is relevant at any time. Self-detailing seems like the most easy-to-miss channel in the remote toolkit, causing both interest and unanswered questions. In this article, we will try to predict the future of self-detailing and explore its effectiveness in HCPs’ engagement.
One might ask, why do we need to maintain remote interactions with HCPs? When we were locked on quarantine with the restriction on all in-person visits, there was indeed a great need for remote engagement. What’s now?
The world is surely emerging from the quarantine, but we still have no clear forecasts about the epidemic ending and potential outbreaks. The coronavirus stays with us for a while. However, we’ve already learned the lesson about the importance of having a couple of alternative tools for a quick switch on any new HCPs engagement mode.
Convenient remote working tools increase the average duration of engagement comparing to face-to-face visits. Seems like doctors have also fully accepted remote communication models and flexibility they give. If anything, the survey shows that a decline in using remote working tools in the post-COVID future is not expected.
However, in the pharmaceutical business, there are a number of barriers to HCP engagement besides the quarantine. Alternative options in engagement are no less relevant and effective in regular days. Face-to-face interactions are making room for digital engagement as sales reps ’access to physicians has reduced from 77% to 44% in the last 5 years.
HCPs generally prefer the mixture of physical and virtual meetings because they don’t have enough time to listen to the med rep. As a result, the engagement lasts no longer than 5 minutes.
Another example: hard-to-reach HCPs who are living in remote areas where it is simply impractical to have an army of med reps.
The question: How do pharmas provide different categories of HCPs with valuable professional materials?
Self-detailing is the practice when the med rep sends an email to HCP with a link to Detailer. Once done, HCP looks through all the materials independently. This practice may be of interest to doctors since 79% of doctors said they prefer information online, and another 35% claimed they’d be interested in self-detailing remote information programs.
Self-detailing can be both an initial form of communication, a follow-up to remote detailing, or a part of in-person communication to explore doctor’s preferences before the actual meeting. The potential to integrate self-detailing with other communication channels makes it an actually powerful instrument for HCP engagement.
During in-person or remote detailing sessions, the med rep is one who controls the structure, flow, and the key messages shown in the presentation – that’s the main difference. There is a chance to see a real picture with a different pattern of slides and time spent on each of them. In other words, this is the best way to get the most honest metrics for your campaign and gain a better understanding of HCPs’ true behavior and interests.
The greatest feature of self-detailing is that it provides easy coverage of hard-to-reach HCPs in those regions where it is consistently low.
Pharma brand managers are still wary of giving control to the doctor due to concerns that without med rep, key messages won’t be seen. Although does it make any sense to be afraid? HCPs may overlook the slide with the must-see information, but there is hardly any chance that they will miss your key message.
We already know that the med rep’s visit doesn’t last long, and the better part of the information, in any case, circle down the drain. The doctor doesn’t have enough time to analyze the information, and the belief is growing that med reps ’visits have a purely advertising nature. During self-detailing, HCP may take time, study all the materials, and draw the conclusion that the presentation actually contains a lot of useful information. That way self-detailing increases the informational value of your brand in the doctor’s eyes. Moreover, it is likely that during the next in-person visit the HCP will be more interested because he/she will already know that this med rep is armed with valuable information.
Metrics might be subjective. It’s quite difficult to be 100% sure that the time spent on the slide reflects the fact that med rep conveyed the necessary information to the doctor during this time.
Remarkably self-detailing shows which slides really interested the doctor. So, sacrificing part of the control, you will get something more than the success rate of the med rep, but the content and key messages themselves.
Let’s have a look at what you can get by including self-detailing in your marketing campaign.
Self-detailing allows to expand the coverage of HCPs in any location, during quarantine, and further.
Analytics as a mirror reflecting the real preferences of doctors. All KPIs are collected: slides shown (name; slide type; time; likes / dislikes).
See what HCP is really interested in with a possibility to receive the feedback with real HCP’s opinion. The questionnaires and rating scales are included to ask HCPs ’ “unfiltered” opinion on presentation.
Self-detailing presentations can complement any communication channel and any device. Make it a part of face-to-face, remote engagement, use it in conjunction with email, webinar, or mobile and receive maximum engagement.
The duration of remote communication is generally higher and can last up to 25 minutes. With self-detailing, the doctor will not receive information in between meetings. He/she has the opportunity to see the information fully and fairly evaluate it.
We hope that you saw the benefits of self-detailing in a raw and now considering this powerful tool into your picture of HCPs engagement. Our professional team of experts will help you draw this picture with our 10+ years ’experience in creating various presentations for HCPs engagement (including self-detailing). Contact us to set up a full toolkit of instruments for a targeted and timely HCPs engagement.