With the economic turmoil of 2008, many life sciences firms were forced to reduce spending across the board. This spending restriction is still occurring today, and pharma, biotech and medical device firms are forced to do more with less. One major consequence is a reduction in the sales force. Combined with decreasing access to health care professionals, this places an added strain on firms where only 56% of prescribers are willing to meet with reps, and that interaction averages only 98 seconds.
Today, e-detailing has come as a welcome solution for sales directors looking to connect with physicians in a more efficient manner, and market access managers looking to enhance the impact of their value communication strategies.
eDetailing is the use of electronic interactive media to facilitate a sales presentation to a doctor. In the past, a sales rep might have waited hours in a reception room before being offered a brief window to present a product to a physician. Now, with eDetailing, firms can establish brand awareness, increase familiarity, and facilitate sales, using remote marketing that does not always even require a face-to-face meeting.
But much of the eDetailing activity is dependent on inbound HCP activity. Aside from traditional approaches, how might these companies drive increased HCP inbound activity? The answer could be, by leveraging an approach commonly used in the life sciences industry.
Pharma, biotech, and medical device manufacturers recognize the value in advertising. Advertising is a tried and true practice in the pharma space. But, demonstrating engagement— and return—on advertising has always been difficult. On average, digital ads only reach 33% of their intended target. And the more specialized your product or industry, the harder it becomes to reach your intended audience.
But digital advertising, focused on personalization, leveraging content approval and publishing, and respecting privacy, can aid in solving this problem. Pharma, biotech, and medical device manufacturers can now better service and educate their audience, understand engagement and interest, and communicate return on advertising investment. It can deliver inbound results and provide continual pull through a sales cycle.
Let’s say that digital advertising currently leads to 32% of your eDetail opportunities. You could leverage a combined, holistic, multichannel marketing and personalized advertising approach to increase your inbound eDetail opportunities to a goal of 40%. You could also target a 2% increase in NrX by the end of a 90-day digital advertising campaign.
These increased results are possible through targeting tools like Eloqua AdFocus and Bizo. For example, cou can define your target audience as “cardiologists in Chicago”. They would be served up personalized ads, created specifically for that segment, and based on their individual digital body language. Activity against the digital ad would drive an HCP to a landing page where they can request an eDetail. Leveraging eDetailing, this campaign would automate personalized 1:1 communications based on the HCP’s digital body language with both inbound and outbound marketing communications, as well as eDetailing behavior.
The objective of the campaign is to educate, drive brand awareness, encourage trial enrollment, and ultimately generate new prescriptions. With multichannel marketing automation tools, companies can deliver the required, and compliant, 1:1 communications across all inbound and outbound communications. They can also tie this activity back to the individual HCP, and the decile conversions. Companies can finally segment and target their advertising communications, and they can now demonstrate a return on their advertising efforts.