eDetail Aid Apathy, Inevitable without Innovation?

eDetailing; Maximising the opportunity, by David Hunt

You have a stunning eDetail aid! It’s compelling, engaging, memorable. It addresses customer needs & it absolutely helps the representative. It has won awards & everyone LOVES IT!! Odd then, that the usage is declining. It’s not been used by the field and your customers have lost interest. It’s being left in the bag, tucked-up alongside last year’s leave piece.

As an industry we have become lazy. Apple did our job for us. With the launch of the iPad we could not fail. The device itself captured attention, implored the field to use our sales material & engaged the customer. But now what? Now the novelty has worn off, where do we go next? We can’t just sit & wait for the next Technology Push – we need to re-imagine, re-invent & re-define the detail aid. We need to be creative, innovative and smart. Finally, we need to really use the power of the hardware. Rather than a glorified PowerPoint, embellished with animation, we need to create a truly immersive experience.

iPad

Succeeding in a saturated market

It’s not easy. How many apps really deliver an experience beyond a website? How many sectors have successfully gone beyond the obvious migration? We are not alone in simply changing platform, rather than changing the experience. However the trend is changing, smart people are understanding the real opportunity & maximising the iPad. The lag is not uncommon, it takes game developers years to harness the power of the latest Play Station. But to maintain customer engagement & a competitive advantage they are committed to innovation. They are determined to master the technology at their disposal. We need to do the same. Now is our time to innovate, go beyond conventions and maximise the opportunity at our finger tips.

The future will be defined by ideas & not software;

  1. Social CLM
    Blending the value, credibility and authority of peer-to-peer endorsement with the relevant, tailored stories of closed-loop marketing. It is the promise of social media, within a safe environment.
  2. Active participation
    We strive for engagement, knowing the importance to message retention. Yet, we worry about a HCP interacting with the device, controlling the flow, taking an interest? It is a customer-centric approach at its finest, we need to re-design the interaction and maximise the opportunity.
  3. Agile story-telling
    The stories we tell are founded in a traditional approach that pre-dates the digital revolution. We can deliver our stories, but to make a difference we must be believed. To be believed we must earn trust. To earn trust we must engage and respond, telling the customer’s story and not our own. 

Has the iPad killed innovation in healthcare communications? Or, has it created the platform to drive innovation? I believe the latter, but only with the necessary ideas, insight and commitment to beat the technology.

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