eDetailing Planning and Management

Is your eDetailing growing sales and market share measurably, or not, or don’t you know?

As sales force numbers get cut, the use of eDetailing as a sales and marketing tool is currently under consideration by most pharmaceutical companies. eDetailing has many formats and approaches and there are cases where it can end up wasting money if carried out without a well-planned strategy. However, with a well-planned strategy, it has the potential to deliver vast increases in sales, revenue and profit for pharmaceutical brands. Thus, careful planning and implementation of these systems must be thoughtfully carried out to ensure ultimate success. Each eDetail model differs in its popularity and applicability to specific physicians. Physicians are likely to be divided into those that prefer traditional detailing and those who prefer one of the various eDetail models. Preference is likely to vary by physician specialty, as well by country. Hence, understanding physician’s needs, technology constraints and incentives is going to be a key prerequisite to any eDetailing pilot or program.

Prior to choosing a model, the pharmaceutical company must also be mindful of the needs of a particular product, where it is in its lifecycle and specific market differences. Pharmaceutical companies need to consider their eDetailing options carefully to choose a model that will deliver right for their business, their products, target physician groups and country.

Engagement of Eularis in this area will provide you with:

• Key unmet needs that can be met with eDetailing
• SMART objectives setting
• Target group specification (profile, size etc.)
• Means of reaching target group
• Type of recommended eDetail approach (many exist) for achieving objectives and incentive program recommendations
• Description of the surrounding marketing mix – before, during and after the eDetail
• A broad description of the eDetail key messages and format (e.g. quiz) including link to relevant to future indications as appropriate
• Definition of key success parameters and how to measure
• Calculation of cost and ROI, and recommended model
• Selection of eDetailing solution providers
• Stepwise project timeline and budget profile of the entire eDetail project to the finalization of the eDetail including the following phases: doctor recruitment, content development, eDetail implementation, key performance measure tracking and ROI analysis.

Contact us today to find out how we can help plan, create and measure an eDetailing strategy that brings results.