Client login From 24 June 2024, the new name for Across Health is Precision AQ!…. Read more

The multichannel rep

Turning reps into omnichannel conductors

">

The fieldforce is increasingly considered the conductor of all channels for their target customers, leveraging F2F, email, remote engagement, web visits…and providing & leveraging key customer insights in the process. MCM Rep strategy, hands-on training, change management & motivation, and KPI setting & monitoring are the keys to success.

Remote engagement

Across Health provides experience-based hands-on guidance to improve the use & impact of remote detailing.

Teledetailing

Also referred to as ‘remote detailing’ or ‘web calls’— teledetailing is the process of conducting interactive, online, real-time meetings with healthcare professionals (HCPs).

As technologies such as Skype and Facetime have become an integral part of our personal communications, remote professional communications between pharma companies and HCPs will likely increase. Teledetailing will be adopted as a significant complement to face-to-face (F2F) visits, especially towards ‘digital native’ HCPs.

This trend will also accelerate as physician access becomes ever more difficult. In some (mainly Northern) European markets, sales reps often do as few as 2 calls per day. Additionally, in markets like the Netherlands and Sweden, reps are only allowed to see HCPs to present a new product after an explicit request by a physician.

Teledetailing is a great way to extend reach or contact frequency and create impact.

Tablet detailing – CLM – iPad Detailing

Across Health provides experience-based hands-on guidance to improve the use & impact of tablet detailing.

6 years after the introduction of the iPad, tablet detailing is now the number 1 digital tactic in the industry, with 78% of companies using tablets to support their sales reps in face-to-face conversations with customers. And almost all companies have selected the iPad as the ‘device of choice’.

Despite this rapid uptake, tablet detailing had a rocky start. Many reps felt uncomfortable using them, as they were not immediately convinced that tablets would add impact to their conversations, especially as very often the content was not built to add value and interactions with HCPs.

Many HCPs also failed to see the added value in using tablets, as they were confronted with sales reps who were struggling to plough through detail-aids containing dozens of different screens – causing them to lose focus on the actual conversation.

The success of tablet detailing depends on generating value for the HCP as well as efficiencies and growing customer knowledge at the company level. Design thinking, setting up an actionable 360° customer identity in the CRM system, ensuring a smooth partnership between marketing, sales and BI/IT, and data quality is a key success factors to driving impact from tablets – and ultimately Closed Loop Marketing.

Rep-triggered email

HCPs tend to receive few professional emails on a daily basis (with an average of around 20); and with increasing administrative burdens, their time for F2F meetings with reps has become quite limited. That’s why reps and HCPs have been looking for new ways to engage outside of F2F visits. In markets like Brazil, China and Italy, messaging platforms like WhatsApp and Wechat are increasingly popular. But in highly regulated environments, rep-triggered email is also a good alternative. This should lead to:

  • More touchpoints between face to face calls
  • Tailored interactions on the relevant content/topic
  • Higher customer engagement

However, making it a “default” channel after each visit will soon lead to “channel churn”, with physicians opting out massively.

At Across Health we can help you design the right strategy and execution enablers for the above as well as other rep-led channels, to maximize rep adoption AND customer engagement.
 

View our webinar on the MCM rep

For more info, please contact us

Want to receive the Across Health newsletter?

Want to receive the Across Health newsletter?


Or follow us on  LinkedIn

+

Share this article

Use your preferred feature.


Or share this page with a colleague.

+

Healthcare Innovation Tour 2020

To register your interest in joining the tour, and to comply with GDPR so we may send you future emails, please fill out the following information and complete the consent section at the bottom.

+

+

Book an exploratory call

Submit your details via this short form and you will be invited by one of our experts for a free 30-minute call to explore how Navigator365TM can provide an answer to your ambitions, needs and challenges.

+
+

Submit your details

+

Across Health is evolving...

From 24 June 2024, the new name for Across Health is Precision AQ! This change is happening in-line with the rebranding being undertaken by the entire Precision Value & Health team (of which we have been a part since February 2021).

Having joined forces with over 1,200 life-science experts, advisors and creatives across 100+ diverse fields, we will continue to partner with our clients to deliver evidence-based omnichannel engagement strategies while empowering access to life-changing medicines for all.

While we transition across to our new website, click here to see how we are already focusing on HCP engagement in the digital age, fuelled by powerful insights from our Navigator365TM research.

To find out more about our wider global services and unified mission, read our publication here.

+