E-detailing is the first solution to create marketing and information programs with a network-like structure. This concept first became popular in the United States, and today it is a widely known and used communication tool all around Europe due to the increasing demand for detailed, easy-to-access information and orientation. This solution is especially popular in the field of healthcare, since it is crucial for medical professionals to keep all their necessary knowledge up-to-date, and to always monitor and keep up with the constantly changing drugs, products and treatments.
With the e-detailing system developed by our company we can use emails to invite different physician groups („traditional” e-detailing), or we can use an e-detailing platform accessed by sales representatives on their tablets (digital detailing). Both through emails and the e-detailing platform physicians can view a consistently built promotion slideshow.
The structure of the e-detailing slideshows depend on the opinions of physicians, so we can contact every medical professional with product information designed specifically for them. Additionally we can determine the popularity of different elements of our information mix with continuous statistic analysis. After viewing a slideshow physicians can fill out a feedback survey, which includes follow-up questions based on the information viewed by the physician. Obviously it is possible to view the slides again. The program also provides an opportunity for physicians to rate the content viewed by them on a numerical scale or in a short text.
The website, www.e-detailing.hu developed by our company is a private, registration only medical-professional information site. The content of the site is only accessible for healthcare professionals with the accurate qualifications.
E-detailing
One of the main advantages of e-detailing is that it does not necessarily require the presence of the sales representative (physicians access the promotional material via an email invitation). This way physicians that are hard to get in touch with or practice in areas not covered by sales reps can be easily reached as well.
Additional advantage of e-detailing is the high level of flexibility, since every participant can view the slideshow based on their own schedule being able to pick the right time and spend as much time on the presentation as they wish. Browsing can be paused and resumed, there is an option to go through different sections again to memorize the important information.
Digital detailing
The promotional material is provided by the sales representatives – electronically – for the audience, the presence of the sales rep ensures that the physician goes through the campaign. Digital detailing provides sales representatives with a solution to deliver big quantity of information to doctors in an easy-to-understand, visually expressive form. The process is interactive, physicians can directly ask questions from sales reps about the presentation.
Combined program
This program ensures the access to physicians in every field using the combined advantages of e-detailing and digital detailing. During the campaign the promotional presentation can be accessed through the email invitations or with the help of sales reps having the option to view the material later or several times.