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Detailing: The Keystone in Pharma Selling

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  2. 2. DETAILING quot;Detailingquot; forms one of the most important  tools in pharmaceutical marketing and advertising. There is a subtle difference between plain  communication and detailing. When we detail, we are actually advertising the product to a particular targeted customer, to induce them into buying or prescribing it. In today's scenario no one would buy a  product until he or she is totally sold to it!
  3. 3. DETAILING quot;Detailingquot; is basically an integral part of  personal selling which is thoroughly rehearsed, memorized and practiced to an extent that when it is heard, it sounds as if it is coming out of one's own talk about the product. (Exactly as an actor acts on stage or in films). Even though the script is written by someone else (usually the Product Manager), it looks as if it is the MR's own.
  4. 4. Detailing Detailing story highlights the relevant points, the  unique selling points of the brand raising the doctor's interest to an extent that he prescribed. This slowly creates a brand image. Detailing has to be perfect and with the ideal mixture  of scientific information, quality of product and the manufacturing technique used. This will provide maximum mileage in the shortest possible time. keeping in view the time constraint that one has in the doctor's chamber. Thus, detailing forms an integral part of effective  communication as well as personal selling.
  5. 5. Purpose of Detailing Advertisement of company's product  (a walking audio-visual). To create and arouse interest in the doctors  mind regarding products thus influencing his prescribing habit. To emphasize the advantages / benefits  and salient features of products. To generate more prescriptions. 
  6. 6. Purpose of Detailing This solely depends on how effective the detailing  is or in other words how convincingly one can communicate. Communication is the essence of marketing. It is a  four step process: MR - the medium  Detailing folder / visual aid - the tool  Voice of the MR - the audio  The matter on the visual aid - the visual.  Thus in total, detailing must produce an quot;audio-visualquot; impact
  7. 7. Steps of Effective Detailing There are 9 commandments of effective detailing  in order of importance. Text 1. Voice 2. Handling of Visual Aid 3. Use of Pointer 4. Eye to Eye Contact 5. Body Language 6. Listening 7. Use of Senses 8. Time Management 9.
  8. 8. Steps of Effective Detailing 1. Text Very important as the entire message depends  on text. Even slight deviation could lead to wrong,  misleading or unclear information. Small addition or deletion could lead to  misinformation. Perfection gives confidence and generates  interest.
  9. 9. Steps of Effective Detailing 2. Voice: Voice has various aspects, such as : Clarity of Speech i. Clarity gives a strong impetus to the text and  makes the detailing interesting. It helps others to pay attention. Audibility / Loudness ii. The volume should be sufficient enough to be  heard clearly in the chamber without being too loud or too low. that requires extra effort for the doctor to listen. Audibility should really match the natural tone.
  10. 10. Steps of Effective Detailing Tone iii. Tone is the feelings in the voice. Words have little meaning  themselves. It is the tone which adds the sentiments to the message communicated e.g. a friendly tone. Modulation of Voice and Emphasis iv. Modulation is the ups and downs of the voice. Modulation of  voice actually brings out the emotions from the message, without which it sounds dull. It gives additional punch at areas which need special thrust like brand name, payoff line, opening sentence etc. Emphasis give the right connotation to the message. It should be correctly used. Over or under usage does not bring out the hidden message. Finally both modulation and emphasis reflect the confidence level.
  11. 11. Steps of Effective Detailing Timing and Pause v. The speed with which the words are spoken  should be enough that the doctor~ could listen and understand. High speed makes it difficult to understand and too slow makes the detailing dull again. Correct time and speed give us time to think, to catch the breath for fresh emphasis and a suitable pause helps the doctor to digest the message.
  12. 12. Steps of Effective Detailing 3. Handling of Visual Aid/Folder Correct handling of visual aid or folder facilitates the  doctor to read and see clearly. Doctor's convenience should be your prime concern while handling the visual aid. In a recent study it was revealed that the distance for  effective viewing be minimum three feet between prospect eye and visual aid. It gives 100% clarity. Secondly, folder / visual aid should be held at a 90  degree angle to eye, to avoid any reflection of light, this avoids any distortion in vision.
  13. 13. Steps of Effective Detailing 4. Use of Pointer Synchronization of speech with pointer helps  doctor to concentrate on what is being shown and told. It also helps in reducing distraction and private  planning. Adds up the punches given by modulation and emphasis.
  14. 14. Steps of Effective Detailing 5. Eye to Eye Contact Visual contact with the prospect helps to  determine whether doctors are really interested and bring them back to the main frame. It also reflects the confidence level of the MR. It  involves lot of human elements as and when you maintain an eye contact. You arouse interest in doctors and they start anticipating the next message.
  15. 15. Steps of Effective Detailing 6. Body Language Studies in communication have revealed that more than  50% is due to non verbal communication. Body language or the non verbal communication of your  body speaks volumes. A confident, professional body language increases the power of detailing. Body language of the customer is equally important. More  often than not, he/ she is giving feedback through his/her body language. Recognizing those signals is vital to mould the detailing.
  16. 16. Steps of Effective Detailing 7. Listening An often neglected area but a very important  aspect of detailing is listening. Quite often customers raise objections, make  remarks. The way the objection is handled would ultimately decide how successful we have been in winning the confidence of the doctors. Thus anticipating the prescription. This is only possible if you actively listen.
  17. 17. Steps of Effective Detailing 8. Use of Senses God has provided us the five senses viz. sight,  smell, hearing, touch and taste to communicate effectively. Effective use of as many senses as possible  during detailing will enhance the impact. E.g. an audio-visual presentation, demonstration of an action (a dispersible tablet), making the doctor taste the product.
  18. 18. Steps of Effective Detailing 9. Time Management He/she has to finish his/her work is given time.  Doctors give the kind of time a Medical  Representative deserves and not the kind of time he requires.