God is in the
e-Detailers! God is in the
e-Detailers! Most pharma marketers are still using tablet detailers like paper on glass. Yes, we’ve heard that before. But while eDetailing - and pharmaceutical detailing generally - there is a need for serious change!

In recent years, creativity, technology and media have opened new ways to provide better eDetailing experiences.

Internationally, these developments are now accelerating as companies and internal customers become ever more fluent with technology and keen to engage HCPs in new ways. Benefits of
e-detailing eDetailing increases chances of telling your brand story more relevantly, effectively and without too many chinese whispers(These Chinese guys I tell you, normally they can copy everything superbly, but its just these whispers they goof up everytime)

Coming back, there are also benefits unique to eDetailing. Done right, pharmaceutical eDetailing provides a high-value customer experience - as should be expected from one-to-one engagement. And it enables greater consistency by helping all reps and MSLs perform at the highest level Benefits of
e-Detailing What HCPs want from eDetailing, is what they are looking for from any form of communication: relevant information, personalised to their specific needs, and delivered engagingly and quickly. eDetailing requires getting each element right - delivering excellence in content, strategy and technology.

Here you can find some best practices that ensure that you meet customer expectations and build a reputation for providing value in every meeting e-detailing
Best practices Move on from just Visuals
to ‘Movie’ng Visuals
Using videos that assist the storytelling is proven to be far more effective than just plain visuals. They leave an impact and also help the rep to engage better.

In some cases it has shown better results compared to visits where the rep plays a video and doesn’t speak at all. Also stay away from synthetic voice overs and assist the rep to tell better stories Add interactivity Using interactive elements in eDetailers involves HCPs in thepresentation, focuses attention at key points in your story, and generates data to inform both sales and marketing strategy.

Think of Ranveer Singh’s, Man vs Wild where the viewer could choose the story as per their preferences.

Make each bullet point clickable. If you are talking about packaging, let there be a 3D/ Animated or Shot video of the pack.

If talking about quality, let it link to a video of the actual plant and processes followed.

If its about data, then show it in infographics and animate it.
The possibilities are endless. Make the font bigger Finally a creative agency said it! Yes when it comes to eDetailers, font size matters. Select clean fonts and keep Font sizes big. Not bigger. Thoda aur bigger. Aaah… maybe just 10% more. Hmm…

Don’t overload with content. Crisp, Short. Simple. Think of it like a TVC. Your pack is your Hero! Gone are the days when you could just show the pack taken as a poor sketch, or at even a picture taken from an SLR.

These are the opportunitues for your pack to really pop!

Turn it around 360. Unbox it. Show how its different. Highlight the flavors. Make a splash! There are endless possibilities to make your pack enter the slide like how a superstar enters the screen and whistles follow. One logo animation that we never tire of watching is PIXAR. That study lamp crushing the alphabet I just makes you smile… everytime!

Logos reflect a brand personality. Create a signature style for the logo to appear on screen. The style should show the brands personality and tell a story.

Now no more complaining of calls where the HCP only has time to listen to the brand name.

10 seconds are enough to tell a good story of the brand through an animation. Your logo is your
signature Sound SFX-Y! While we did say, voice-overs can be a no-no, Sound effects can be your friend. Imagine a patient’s stomach gurgling to talk about a gastric issue. Or the sound of pain to remind doctor about your brand.

Remember Iodex’s- Ooh, Aah, Ouch!

Use sound effects (SFX) to create Aha Moments and recall-ability. Maybe just the Brand name can be said uniquely! Go wild! Roarrrr... Make (Mode of) Action Movies! Mode of Actions can be the next Fast and Furious!

Show how your brand works, how its faster, how its better, how its absorbed more, how it bypasses the hurdles, how it goes deeper. Don’t just come up with gimmick technology names, show it, prove it. Then go ahead and compare vs others and flex your superiority.

Also, don’t compromise on a cheap animations.

HCPs like all of us have been watching movies like Avengers, Avatar and even Bhramastra (ok forget the last one).

Poor animations reflect poor brand image. Go ahead and see the difference. There isn’t rocket science to figure how these movies make millions.

Quality Speaks in 3D. Patients are Real people! Gone are there days when you could take a Firang and make his hair black and hope that the doctor won’t notice. Tablets give you an opportunity to show that patients are real people with real issues.

Patient profiling are great ways to market your products for the right audience. Now don’t just go for basic demographics like Suneeta, Age 34, Suffers from Allergy.

Make Suneeta come to life. Show the doctor her day, her life with allergy and her struggles.

There are a lot of struggling actors waiting in Lokhandwala that will be happy to play this role. Put them on that couch. (No pun intended) Mascot Talks! Imagine your brand mascot now animated and engaging with the rep. Imagine a rep playing with the tablet like ventriloquists used to. What a great way to engage with the HCP, and yet get your message out strongly. Now that’s a million dollar idea. Copyrights held by Synapse. Yes, really, we do.

Now again don’t make it like Lijjat papad! (80’s Kids would know) Lights, Camera, Doctor! A lot of brands internationally show videos of (actor) doctors prescribing the brand as the last slide. It gives confidence to the doctor about the brand, and also encourages him to mimic the action on screen. You could try a doctor even typing the brand name. Keep
It
Simple for
Sales! eDetailing should be intelligent but not complicated. What is the one key message for a slide? Focus on that. Too much content leads to cognition overload, confusing what you want people to understand and remember. Supporting content should be there but ‘on-call’ when needed Be Concise While it’s tempting to stuff eDetailing presentations with content (just in case it’s needed), it’s best to be selective. Massive digital presentations are hard to overview, challenging to use, and difficult to localise. A good storytelling strategy will help you focus the presentation on what really matters Tell a story Use storytelling techniques to lift an eDetailer from an isolated collection of messages to a coherent narrative with argumentation flows that involve HCPs and build trust and belief in your message. It could be a simple Before-After story, Hero-Villian story, Rich Girl-Poor Buy story.

Get as creative as you can. Put on that Spielberg Hat! Test the user interface Apply the principles of good UI design and take the time to test the design. You want the UI to be intuitive. These tests are also helpful to build support from the field force by including them in the project Engage at the
right moment eDetailing should be high-value personalised communication. Consider how to sequence your channels so that it is most effective, and customer teams can maximise the benefits by engaging when it counts. Make a poll. Turn on the camera and take a message. Create a KBC like question. One click can say a lot! Leave Behind redefined Enable HCPs to choose in-depth material directly in the eDetailer as they move through the presentation. A ‘shopping cart’ system works well, keeping attention focused on what the rep is saying. Then at the end of a session, HCPs can ‘checkout’ their selected materials which they receive by email or WhatsApp Consider social
endorsement Showing HCPs what other physicians in their area foundinteresting can draw attention to valuable content. Building 'social proof' strategies into your eDetailer can highlight valuable content that might otherwise go unnoticed. Make content
responsive An advanced eDetailer can now react to how different HCPs use it by unfolding a personalised story based on their choices. It can even present content in different ways, depending on people’s learning preferences. Design for different users A great eDetailing presentation will enable reps to communicate according to their personal style, e.g. ‘short and concise’ or ‘doctor likes to know more’ to explore the potential of technology. Defining some ‘archetypes’ can be very useful, resulting in eDetailers that meet multiple needs Consider ‘short-call’
presentations With the right design and content, you can provide a great eDetailing experience in a few slides. You can even create a series of ‘short call’ presentations, enabling the rep to select ones that meet a specific HCP need.

It’s best not to live in Ivory Towers and create hurdles for reps where they cant just detail quickly. Our job is to make their lives simpler and effective How to choose an
eDetailing agency Synapse designs presentations with great design and UI, making it easy for the users to navigate.

We have the right team that understands creativity, science, content, tech and film.

We also focus on brilliant content, with the creativity andintelligence to create the right experience for all HCPs that use it.

We ensure that the final output is technically flawless, giving reps confidence that it will work every time.

We take into account the human factors so that companies and their customer teams can get the maximum value. There are four main elements Synapse practices to ensure we deliver the best eDetailing solutions. Get in touch with us to know how we can help our brand