Interest in eDetailing is continuing to grow as pharmaceutical companies strive to reduce costs, maximise sales force time and ultimately increase physician prescribing.

Studies of eDetailing programmes point to a good level of acceptance from physicians. Positive results from these studies is further fuelling the number of  eDetail programmes, there are however a number of things to carefully consider before embarking on a pilot programme.

Successful eDetailing programmes are designed on the basis of a number of core principles:

• Unbiased, current  information
  Combining data from leading medical journals and professional conferences, Pharma company information, peer related case studies and physician testimonials have the effect of elevating the detail from a sales perspective to an information source that physicians will value and use to make informed decisions.

• Understand your audience to determine the optimum approach
  There are multiple variable to consider such as Physician age, prescription frequency, tendency to switch products and relationship with the sales rep. All of these affect physician decision making and behaviour. It is important to understand these before mapping out the right eDetailing strategy and content design in order provide a tailored and successful approach.

• Integrating eDetailing
  As with any digital activity, eDetailing needs to be integrated as part of part of an overall CRM strategy. Many digital activities are viewed as either a replacement or a bolt-on to traditional approaches rather an opportunity to enhance existing approaches. If integrated in the early planning stages eDetailing provides a great opportunity to augment the outflow of information and increase interest during product launch or methods to educate prescribers on drug features. eDetailing tactics should share physician information that is integrated across all corporate channels. Integrating sales activities and the information gathered, both electronically and in the field.