With much focus in Pharmaceutical marketing currently on digital, it is interesting to see, in a recent study conducted by Cegedim, that doctors still prefer a mix of traditional reps and digital contact prior to choosing a drug to prescribe. The study was conducted in 13 countries including US, Japan, Brazil and China.
Sales reps spend 24% of their time searching for data as they are expected to be more knowledgeable than ever to earn face time with their customers. Teams want sales reps to know exactly what messages are needed for individual HCPs to convert to their brand and to prevent them from switching to other competitors.
Suggestions are one thing, but how does the rep know which detail aid pages are best for those suggestions? Eularis have now taken this one step further. Because many teams leave their sales rep to choose what pages out of the detail aid the individual HCPs should be shown, it is obvious that there could be biases towards what the rep is most comfortable discussing, or what the sales rep feels is most important, and these may differ from the messages that would influence that HCP the most.
The Eularis Suggestion Engine approach can now deliver the actual customized detail aid that will influence a specific HCP right in a rep’s CRM system and on their tablet/laptop. Not only does the sales rep gain insight on exactly what topics will move that customer, but the system will also pull up the right pages from the detail aids to deliver the exact combination of messages required to influence that specific HCP at that time.
By choosing the detail aid pages mathematically using Artificial Intelligence for that specific HCP, sales results will be far superior than leaving it up to the sales rep, which will enable you to gain a reliable boost in your sales results.
Sales reps using the Eularis Suggestion Engine approach have achieved increases of 20-40% in sales typically (recently one of our clients achieved an increase of 43%), and at times of launch or market change, a strong positive impact on sales has been established from this alone.
Are you giving your reps the right tools to help them succeed or are you leaving their results to chance?
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To learn more about how Eularis can help you find the best solutions to the challenges faced by healthcare teams, please drop us a note or email the author at abates@eularis.com.