5 innovative ideas to make your iDetail

Aid(iDA) more engaging...

Saikat Chaudhury

Email Id: saikat.chaudhury@rediffmail.com

http://www.linkedin.com/pub/saikat-chaudhury/1a/b05/ab

"average 2.3 minutes airtime"..."only 2 slides per call..." most CLM analysis report will reflect the same insights...

Extremely busy schedule, more than thirty representatives to meet, managing chambers and hospitals...Doctors are pressed for time...it is often frustrating for Executives to go beyond "brand name only..." and thanking back even for no prescription...this is equally challenging for Marketing team to prepare an innovative iDA that helps Executives to make every interaction count...

Here are my top 5 models of iDA, some are technologies, some are concepts...each one has its merits and limitations however these are most innovative 5 models in my view...

Gamification

This is the most popular and widely used concept of late and many of the creative agencies are well equipped to develop this kind of iDA/CLM contents in different content management platforms...

Executives make customers touch and feel the game/simulation and it resembles 1-2 key messages which pop up or pass through as the customer gets involved in the game/simulation...

Pros: Gamificiation helps in increasing airtime per visit also helps in making key messages more visible to visitors as they appear during simulation thereby increases customer engagement

Cons: Usually one time use (you may have options of creating stages of game/simulation and can be used for multiple times)

Best fit for: Highlighting brand attributes/benefits/differentiations

Augmented Reality (AR)

AR is live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. AR is gaining popularity in people very fast..."Pokemon Go" is probably a great example in mobile gaming space.

In healthcare, usage of AR are limited so far however this will definitely win biggest space in coming days through newer innovations

During interaction with visitors, executives open VR app (using device camera) over a piece of paper

(designed) and the 2D object on the page appears as a 3D through tab/iPad etc, it could be of organs,

molecular structures, Mode of action, mechanics and almost anything… interesting part is, it can be rotate

360⁰ to project the object from different angle and the movement of the object, heartbeat or blood flow,

receptor binding, molecular movement, lecture etc.

Pros: AR helps Executive to take visitors into a virtual environment, thereby it helps in increasing visitor’s

attention and provides added advantage of transforming complex concept into simplified detailing

Cons: This is a costlier option and only few creative agencies are well equipped in doing good and

innovative work in AR (as it is gaining popularity more creative companies are building capabilities around

this newer technology)

Best fit for: Explaining Mode of Action, Molecule structure, Device/Machine demonstration etc.

One in 1

This is one of the most innovative ideas that may help in increasing the in-clinic execution quotient, the idea here is to deliver 1 key message in 1 visit to make each key message impactful and sometimes it is about creating a series of messaging campaign…

Critical success factor of this model is, visit wise planning for executives by brand/ marketing team

I liked three models under this innovation…

Model I : One unique core message of brand used as prelude to only ONE Key message per visit,

summarizing all in one in the last visit may be a fair idea

Model II : This is all about creating a recap of last discussion that helps executive to set the context and

then delivering ONE chosen key message effectively

Model III : Brand/Marketing may choose themes for weeks and run this as a campaign, Marketing team

may change look and feel of the slides keeping the key messages consistent for weekly themes. This helps

Executives to understand their deliverables Visit/Week wise and thereby improves

All These models are differently similar, the common idea in all these models is, iDA/CLM is NOT cluttered

with too many/all brand key messages. Executives open only 1-2 prescribed (by marketing) pages to detail

the content and close the call.

Pros: This may bring newness in each visit for both Executive and Visitor. Secondly, Executive do not get

confused with “what to choose and what not to…” unlike long iDA/CLM, these models brings lot of

simplicity, better preparedness (being small content) and ease/comfort in in-clinic execution. Thirdly, this

model is controlled by brand/marketing team (by enabling new and disabling old content in CLM), this helps

in getting better visibility of execution quotients and thereby improves monitoring and feedback process…

Cons: Without great execution planning these models may go in vein…these models requires excellent

execution planning at marketing level and a robust call investment plan from executives…. Adequate

clarity, regular interactions, frequent monitoring and feedback on execution (based on CLM analysis) to

executives need dedicated time and energy without any disruption

Barrier Based Model I: On target

This is one of the most effective models and many organizations are

adopting this model of late…the model works excellent provided

customers are profiled well based on their barriers.

In this model a profiling questioner is developed by SFE & Marketing team (based on either

market research outcome or brand attributes) and handed over to executives as a pre campaign

initiative. Executives profile and prepare a customer database/grid based on individual

barrier/barriers, at the same time Marketing/Brand team prepares short story (1-2 slides) under

each barrier and integrate in iDA/CLM. In implementation, Executives address only key

barrier/barriers of visitors with the help of these short stories...

Pros: This models works excellent for a conversion strategy for low, medium and non

prescribers…as this messages are to the point customers get involved and executives gets good

opportunity for discussion and thereby the model improves execution quotient.

Cons: critical success factors for this model are, setting right profiling questioner which helps

executive to understand the right barrier, this model fails when barriers are perceived based on gut

feelings not based on quality profiling…this model needs constant analysis and feedback on

results to keep the momentum

Best fit for: Innovative molecule, first in class, speciality products

Barrier Based Model II: My Doctor My Story

This is a very interesting model, similar to the previous model this

requires excellent understanding about customers, this model gives

flexibility to prepare individualized story line in iDA/CLM for

customer, based on previous discussion or identified barrier/drivers

In this model, Marketing/Brand team loads 15-20 slides in the iDA/CLM which carries different key

messages, clinical data, differentiation etc. Executives tap few slides (maximum 3) during waiting time to

prepare a story for based on an identified barrier/driver or insights from previous discussion and make the

call…

Pros: This model helps executives to customize the communication and address the need or barriers

accordingly, this also gives an opportunity of individualization and a sense of empowerment .The

preparation before call by choosing the right slides helps executives to connect better and close the loops

kept open, if any, in previous visit

Cons: This model requires enough testing before implementation as each combination (of 3 slides) should

link to each other to make a storyline. Executives need to have enough skill and knowledge and of course

lots of practice to execute such model

Best fit for: Highly skilled Rep and MSLs

There are many innovative models I came to know while I was doing this research and was interacting with

marketing managers from different organizations and different creative agencies…my sincere thanks to

each one of them

I shall feel great if this article helps my marketing folks to any extend in building their iDA/CLM in near

future, I would keen to know if you will choose any one out of these model for your next iDA/CLM

preparation…

Many thanks for taking time out of your schedule to read this article…