Pharmaceutical companies have set their sights on e-detailing campaign to prop up their marketing efforts. But, prior to rolling out this detailing campaign, companies ought to take note of quintessential aspects that can produce resounding impact on the campaign and achieve desired results.

1. POINTS TO PONDER BEFORE ROLLING OUT E-DETAILING CAMPAIGN
Pharmaceutical companies have set their sights on e-detailing campaign to prop up their marketing
efforts. But, prior to rolling out this detailing campaign, companies ought to take note of quintessential
aspects that can produce resounding impact on the campaign and achieve desired results.
Pharmaceutical companies that have identified the potential of e-detailing are on the move to gain
results out of the marketing mode. Though e-detailing brings more benefits to a company, this is a
procedure that compliments the traditional detailing and is not a program that wholly replaces the
traditional method. Before gearing up to extract mileage out of this campaign, pharmaceutical
companies have to turn their attention to important points and know more about the factors that
produce a telling impact on this campaign.
IDEAL CHANNEL MIX
The pharmaceutical company that plans to make the most of this detailing program ought to devote its
focal attention on important points that can impact the detailing procedure. Identifying the right
channel mix is one such a factor that demands the attention of pharmaceutical companies. Before
planning to introduce this detailing program, companies should consider marketing goals, customer
segment and product importance to decide upon the right channel mix that can produce good results.
The channel mix primarily depends on product-related factors, marketing approach, customer
preferences as well as needs. Physicians’ channel preferences should also be taken into consideration as
when the company plans to roll out of this detailing program.
EFFECTIVE INCENTIVES
Though identifying channels preferred by physicians is the first best step to decide upon the nature of
detailing, other factors like motivation measures play a pivotal role to decide the success of this
program. In effect, companies ought to find ways to motivate doctors and take measures to introduce
effective incentives and promote the usage of channels that get used for this detailing purpose. The
pharmaceutical company should look beyond the process of straightforward promotion and introduce
incentives that take physicians’ customer process into consideration.
COORDINATED CHANGE MANAGEMENT
Most importantly, gaining good results out of this program is made possible only when a company
embraces coordinated change management procedures. In short, the company that wants to implement
this detailing procedure should ensure that there is support from the management front as well as from
the representatives serving the organization. Pharmaceutical representatives play a crucial role as they
are the professionals who make sure that physicians know about this electronic service afforded by the

2. company. Managing the change as when this procedure gets rolled out is important to achieve success
in this detailing program.
INTEGRATED IT SYSTEMS
Most importantly, channels that are selected for this campaign ought to be integrated with the CRM
system landscape to make the most of this program. Integrated IT systems that pave the way for
coordinated offline and online activities ought to be put in place, where a pharmaceutical company can
get good results out of its marketing efforts.
By taking note of important elements that can impact the e-detailing procedure, pharmaceutical
companies can move in the right direction and taste success in this campaign.