Dinesh Chindarkar, Co-founder, MediaMedic Communications elucidates about eDetailing – where technology and graphics, married with rich content, come to the rescue of mundane communication. Detailing has always been the backbone of doctors’ communication with the pharma industry for over the last three to four decades. This print tool, though has undergone quality improvements in terms of its content, visual appeal, some added gimmicks etc; all these have been value-adds within the box. Nothing has challenged it so far.
With the advent of technology, video content, graphics, motion and interactivity, and newer digital tools are challenging this visual aid and redefining communication. This version of detailing adds an ‘e’ of electronic to it, making it completely different from the current mode of communication. A different form of eDetailing is one where communication is sent to doctors on the PC without a personal interaction. But we are talking of eDetailing in the context where the electronic detailing aid is used by the sales rep in person-to-person call.
The objective of having a rich, content – driven conversation with the doctor, so as to discuss about newer medical advances, sharing updated information and help him make the right decision for prescription can be achieved using eDetailing. All this can be done weaving the brand within the conversation rather than the brand dominating the communication.
Via Dinesh Chindarkar, Pharmacomptoir / Corinne Thuderoz