Remote eDetailing: Platforms & Best Practices

Remote detailing, or eDetailing, has experienced a sharp rise since the onset of COVID-19 as pharma brands sought flexibility in engaging healthcare professionals (HCPs). In fact, remote video or phone detailing increased by more than 85% during the past two years. 

How have best practices evolved over that time, and which eDetailing platforms have drug makers adopted. Let’s explore.

 

eDetailing Best Practices

Appealing Content

Likely the biggest contributor to eDetailing effectiveness is delivering remote detailing content that interests and engages your HCP audience. A deck full of boring, data-filled slides will likely not keep people engaged. Content filled with standard copy and white space is lackluster enough during physical meetings and completely gets lost in a digital space. So, your content needs to be eye-catching with attractive, relevant visuals and compelling messaging that gets HCPs excited.

 

Presenter Visibility

Simply running through a bunch of slides or playing a video lowers engagement and data retention. To stand out, try featuring a presenter. When HCPs can see your rep, it makes the experience more personal and tends to keep the audience focused. It’s human nature to pay attention when a host is present, and visibility adds a dynamic element to the presentation.

 

Interactive Elements

One way to spark engagement is through interactive content. eDetailing content should include interactive elements – such as surveys, chat rooms, and polling questions – at key points in a presentation. The idea is to mimic a traditional detailing session, where HCPs are encouraged to respond. With remote detailing, it’s even more important to get feedback wherever possible and is highly recommended.

 

Training

Training pharma reps is crucial to ensuring an effective eDetailing session. Certain skills and techniques are required in a digital setting, such as eliciting feedback from a wider audience. Remote eDetailing is more than a one-to-one webinar but rather a bidirectional discussion. Achieving a high engagement level depends on building a combination of presentation skills, content creativity, and technical competence.

 

eDetailing Platforms

Multiple eDetailing platforms* have come to market over the past decade. A good eDetailing system enables HCPs to see content, engage with visual elements, and participate in discussions.

Here is a brief recap of today’s leading platforms and tools.

 

Veeva

Veeva is the leading cloud-based platform that eDetailing apps are built on. The Veeva Commercial Cloud provides a multichannel CRM, data capture, and content management. Positive feedback among Veeva reviews includes a big focus on how data can be mined to extract insights after sessions.

 

Enablr

Enablr allows you to plan and track remote sessions, capture call details, and collect responses. Session planning is supported with HCP profiles and clinic details. The platform offers real-time analytics and a medicine sample request feature that allows HCPs to place an order from a list of predefined medicines.

 

eWizard (Viseven)

For content production, this platform stands out. eWizard is a “multichannel content authoring solution” that enables content production along with delivery. It uses a modular content production approach that drives cost efficiency and content reuse.

 

Shaman

Shaman’s cloud-based platform allows pharma brands to create compliant, interactive content with no software to download, no plugins to install, or code to write. It provides robust follow-up capabilities, including personalized emails.

 

Rainmaker

Rainmaker’s primary advantage is its ability to focus on localization. Users can create, manage, edit, and publish content globally and locally so pharma brands can “react faster to changing market situations.” Metrics can be tracking within customizable dashboards to keep track of KPI performance.

 

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*Elsevier does not endorse any specific eDetailing platform or tools. Information presented was sourced directly from platform and app vendors. 

 

Article Written by: Alex Brown