Digitalization is invading all sectors, and the pharmaceutical sector is no exception. One of the most striking innovations in this digital transformation is e-detailing. But what is e-detailing and how is it revolutionizing interactions between pharmaceutical companies and healthcare professionals?

e-Detailing is transforming the way pharmaceutical representatives interact with healthcare professionals. Using a range of sophisticated digital tools, it is making medical visits more dynamic, informative, and effective. At the heart of this revolution are key components such as Electronic Visit Assistant (e-ADV), Rep Trigger Emailing (RTE), approved emails, and 3D visualization. These elements not only improve the engagement of healthcare professionals but also optimize the communication and presentation of pharmaceutical information.

Integrating these technologies into sales call practices enables representatives to provide interactive and visual product demonstrations, maintain continuous and personalized communication, and present complex data in an understandable and immersive way. Let’s explore each component in detail to understand how they are helping to revolutionize e-Detailing in the pharmaceutical industry.

Electronic Visit Aid (e-ADV)

e-ADV enables sales reps to deliver product presentations digitally and interactively. Using tablets and other mobile devices, reps can offer detailed, visual product demonstrations, making visits more engaging and informative. e-ADV also offers the possibility of showing videos, 3D animations and other multimedia content that can help to better understand the mechanisms of action of pharmaceutical products.

3D Visualization

E-detailing, combined with 3D visualization, is revolutionizing the way pharmaceutical information is presented and assimilated. By integrating three-dimensional models into digital presentations, healthcare professionals benefit from an immersive and interactive experience. 3D visualization enables molecular structures, drug action mechanisms, and biological interactions to be represented in a detailed and understandable way.

This technology offers a new, in-depth perspective, making it easier to understand complex concepts. Healthcare professionals can manipulate 3D models in real-time, zoom in on specific details, and visualize the effects of drugs at different biological levels. The Prez Manager tool enables these visualizations to be carried out with great efficiency. Here’s a video showing Prez Manager’s capabilities in action, illustrating how it transforms medical visits into interactive, spatial experiences.

E-detailing is not just about digital presentation. It is part of a wider omnichannel marketing strategy, combining various touchpoints such as approved email, remote engagement, and on-demand self-service systems. This approach enables greater personalization and sophistication of interactions, offering sequenced sessions to maximize their value to healthcare professionals (HCPs). Omnichannel marketing automation enables these various channels to be synchronized, ensuring smooth, consistent, and synchronized communication across different touchpoints, such as email, mobile applications, social networks, and webinars.

Message consistency

By integrating e-detailing into an omnichannel strategy, pharmaceutical companies can ensure that the messages conveyed to doctors are consistent and aligned, whatever the channel used. For example, after an e-detailing session, an HCP could receive a follow-up email containing additional information or an invitation to a webinar, reinforcing the impact of the initial interaction.

Improved user experience

Doctors benefit from a seamless experience, with information available on the channel of their choice. Thanks to omnichannel marketing, HCPs can access relevant, up-to-date content at any time, whether via email, a mobile app, social networks, or during a webinar. This constant accessibility means that doctors can receive information in a way that is more convenient and suited to their busy schedules. What’s more, messages are personalized according to each doctor’s preferences and behavior, improving engagement and satisfaction. For example, a doctor who prefers digital interaction could receive explanatory videos or infographics directly on his or her smartphone, while another who prefers the written format could receive detailed articles by email. This personalization strengthens the relationship between pharmaceutical companies and doctors, creating a harmonious, integrated user experience.

Holistic Analysis

Data collected from various channels can be centralized and analyzed to provide an overview of interactions, enabling marketing strategies to be optimized. With an omnichannel approach, all a doctor’s interactions with different touchpoints can be tracked and recorded in a centralized database. This includes clicks on emails, downloads of resources, participation in webinars, and interactions on social networks. This global view makes it possible to identify trends and the individual preferences of doctors, making it easier to create more targeted and effective marketing campaigns. For example, if the data shows that a group of doctors is particularly interested in specific new therapies, campaigns on these subjects can be intensified for this group. What’s more, this analysis makes it possible to assess the effectiveness of different channels and adjust strategies in real-time to maximize return on investment. In short, holistic analysis not only improves understanding of the needs and behaviours of HCPs but also the overall efficiency of marketing efforts.

E-detailing offers several advantages over traditional pharmaceutical visit methods:

• Enhanced interactivity: Digital presentations enable direct, personalized interaction with healthcare professionals, making sessions more dynamic and engaging. Interactive content such as videos, animations, and quizzes capture the attention of HCPs (Healthcare Professionals).
• Accessibility of information: Thanks to e-detailing, HCPs can access up-to-date information in real-time, improving their understanding and knowledge of products. Instant updates ensure that professionals always have the most up-to-date data.
• Flexibility: e-detailing offers unprecedented flexibility, as it can be delivered remotely via digital platforms or in person, depending on the preferences of the reps and HCPs. This adaptability overcomes geographical constraints and better accommodates the busy schedules of healthcare professionals.

One of the major challenges of e-detailing is compliance with regulatory, legal, and medical aspects. Pharmaceutical companies must ensure that all information provided to healthcare professionals complies with current regulations and has been validated by the relevant authorities. This includes checking content to ensure that it is scientifically accurate, complies with legal guidelines, and meets medical standards. The material offered by the sales force must be carefully examined to ensure that it complies with these standards, thereby guaranteeing the reliability and credibility of the information presented.

Prez Manager, our innovative spatial CLM solution, integrates modules dedicated to the verification of regulatory, legal, and medical aspects. This cloud-based platform offers rigorous management and systematic validation of content before distribution, ensuring that all information presented to HCPs is compliant and secure. Every piece of material presented by the sales force undergoes strict checks to ensure that it complies with medical, legal, and regulatory standards, eliminating the risk of distributing inaccurate or non-compliant information.

E-detailing is here and will continue to develop as technologies evolve. Innovations such as augmented reality and virtual simulations could further enrich these interactions, offering more immersive and detailed demonstrations. For example, the CLM spatial Prez Manager solution anticipated this evolution by adopting 3D visualization in its development, offering an even more interactive and engaging experience.

In conclusion, e-detailing is a quiet but profound revolution in the pharmaceutical sector. By making interactions more flexible, personalized, and cost-effective, it is redefining the way laboratories and doctors work together to improve patient care. However, to maximize its potential, it is essential to overcome technological adoption challenges and guarantee data security. E-detailing is not just a passing trend, but a necessary evolution to meet the needs of an increasingly digitalized medical world.