In a time of increasing economic pressure and heightened demands on payers, face-to-face meetings
have come under scrutiny. Although most would never argue their necessity, all would agree they
must become more efficient. As a result of the current expensive and time consuming sales models,
payers are reacting by offering reps limited time and in some cases, refusing to see them.
eDetailing tools as support mechanisms for face-to-face meetings
With rising complaints of the ineffectiveness of traditional face-to-face meetings (one component of detailing), companies are looking for alternatives. However, despite the resource-saving advantages for reps and companies alike, adoption of eDetailing has been surprisingly slow.
eDetailing can be described as any form of detailing or business activity that uses the internet as the central method of communication. It is the means to provide tailored, relevant information to payers via an electronic channel with real-time feedback collected to drive customer-centric decisions.
Tablet eDetailing allows reps to conduct a face-to-face meeting with payers by sharing interactive presentations via tablet technology. It leverages the proven personal interaction of face-to-face meetings while offering the additional benefit of tailored messaging, instant report generation and access anytime, both on and offline.
Self-Guided eDetailing are presentations sent electronically to payers that enable them to review
information at a time that suits them. This can take many forms such as interactive budget
impact models right through to e-learning tools. It may not remove the need for the face-to-face
meetings altogether, but is perfect for those hard to reach payers.
Incorporating eDetailing into the overall sales and marketing strategy is not as drastic as some
may imagine. Tablet eDetailing and Self-Guided eDetailing tools can help reduce the growing
discomfort of traditional face-to-face meetings and are easy to implement. Because eDetailing
utilizes online technology, tools can be centrally managed and maintained. User behavior can be captured to gain insight and as a result, help drive more tailored messages to your customers.
Where does HEOR fit in eDetailing?
HEOR, once just a support function, is now playing a pivotal role in the sales
decision-making process. Sales, marketing, and HEOR are now working together
to find ways to communicate valuable evidence in a format that’s easy to use and understand.
Working HEOR into eDetailing is thus an obvious strategy. But how can you put complex HEOR
information into the hands of your reps and ensure that the message is communicated correctly?
BaseCase has essentially created an eDetailing platform specifically designed to transform
complicated health economic models into intuitive and interactive value communication apps (eDetailing
tools). These apps visualize and explain key scientific data in an interactive format
easily understood by non-experts. Through a multi-use platform, these apps can be both tablet
eDetailing tools as well as a self-guided eDetailing presentations.
eDetailing is emerging as an increasingly effective means of connecting with payers, while the
internet has played a pivotal role in accelerating information access. Pharmaceutical, medical
device and biotech companies must consider incorporating eDetailing strategies that not only engage
payers, but also bring improved measurement and tracking capabilities. Incorporating valuable HEOR
evidence into eDetailing tools will allow sales, marketing, and health economic professionals work
together to provide a complete understanding of a product’s value, thereby driving overall sales