eDETAILING:
Where are we in 2018?
D
etailing remains a core part of any pharmaceutical company’s sales approach and has become a large part of their promotional spend. Due to the fact that it has become more difficult for pharma to access healthcare professionals – a recent survey showed that 49% of healthcare professionals are placing moderate to severe access restrictions (up from 45% in 20131) – the development of eDetailing in the late 1990s began with the early physician interactive model of a scripted online e-Detail. The access situation continues to get worse because of factors such as healthcare professionals simply having less time or being part of a larger integrated healthcare group, the Affordable Care Act shifting away from a fee-for-service to a value/ outcomes model, and physician convenience.
THIS IDENTIFIES:
In the past five years eDetailing has come a lot further than traditional closed-poop marketing (CLM) eDetailing. Now the use of artificial intelligence technologies allows powerful customised detailing to individual healthcare professionals for their specific needs. Although there is a lot of data about healthcare professionals that can now be accessed (the CRM call notes, prescribing data, social media data, physician browsing data, claims data and a whole lot more), most reps lack time to make sense of it all and the fact that much is hidden within big data (social media data, claims data etc), means reps do not have the resources to access and analyse it. Traditional CLM eDetailing is not able to take these external data points into account. In addition, the doctor’s data and views get modified with every interaction they make, so the vast amount of data surrounding each physician is frequently ignored as it is
• Which physician is the highest priority for a rep this week • Which physician is more likely to accept appointments that week (or at short notice) • Who is showing signs of moving away from your brand, or away from another brand (creating an opportunity for your brand) • Which sales messages that individual physician needs to hear next in order to move them to higher prescribing of your brand
3 2 | PH A R M A FI EL D.CO.U K
overwhelming for any system that does not use artificial intelligence to analyse it. A healthcare professional’s priorities can change and with a unified big data view, sales reps can stay up to date on what that individual physician needs. In recent years, Eularis have been doing numerous pharma engagements that combine all this big and small data in real time. We have created artificial intelligence powered algorithms for specific combinations of data that allow pharma sales reps to have access – in either a stand-alone app, or in their CRM system itself – to up-to-the-minute intelligence on every physician. This means the synthesis and analysis of all the data is done automatically for the rep so they can look up their priority targets from the system (the system has identified the healthcare professionals the sales rep needs to see that week, and even whether they are likely to accept an appointment on short notice).
• What channels, in what frequency and sequence, are going to move a specific physician (and the optimal balance of eDetail and face-to-face detail by individual physician) • Timings by physician of when to see that physician, how many times that month, and how to integrate the face-to-face visit with the eDetails
• The system can also trigger automated eDetails at the right time with the right message that work in harmony with the sales rep for maximum prescribing impact by physician • Allow the sales rep and eDetailing systems to work in harmony by individual physician • Synthesise all this data in one unified format for the sales rep.