detailing in pharma sales

7/25/2019 Detailing in Pharma Sales

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DETAILING

KEY STONE IN PHARMA

SELLING

Shilpa Garg


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DETAILING

"Detailing" forms one of the most importanttools in pharmaceutical marketing andadvertising.

There is a subtle difference beteen plaincommunication and detailing. !hen edetail e are actuall# advertising the productto a particular targeted customer to inducethem into bu#ing or prescribing it.

Intoda#$s scenario no one ould bu# aproduct until he or she is totall# sold to it%


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DETAILING

"Detailing" is basicall# an integral part of

personal selling hich is thoroughl#

rehearsed memori&ed and practiced to an

e'tent that hen it is heard it sounds as if it

is coming out of one$s on talk about the

product. (E'actl# as an actor acts on stage or

in films). Even though the script is ritten b#someone else (usuall# the *roduct +anager)

it looks as if it is the +,$s on.


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Detailing

Detailing stor# highlights the relevant points theuni-ue selling points of the brand raising thedoctor$s interest to an e'tent that he prescribed. Thisslol# creates a brand image.

Detailing has to be perfect and ith the ideal mi'tureof scientific information -ualit# of product and themanufacturing techni-ue used. This ill providema'imum mileage in the shortest possible time.keeping in vie the time constraint that one has inthe doctor$s chamber.

Thus detailing forms an integral part of effectivecommunication as ell as personal selling.


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*urpose of Detailing

Advertisement of compan#$s product (a

alking audiovisual).

To create and arouse interest in the doctors

mind regarding products thus influencing

his prescribing habit.

To emphasi&e the advantages / benefits

and salient features of products. To generate more prescriptions.


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*urpose of Detailing

This solel# depends on ho effective the detailing

is or in other ords ho convincingl# one can

communicate.

0ommunication is the essence of marketing. It is afour step process1

+, the medium

Detailing folder / visual aid the tool

2oice of the +, the audio The matter on the visual aid the visual.

Thus in total detailing must produce an "audiovisual" impact


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Steps of Effective Detailig

There are 3 commandments of effective detailingin order of importance.

4. Te't

5.

2oice6. 7andling of 2isual Aid

8. 9se of *ointer

:. E#e to E#e 0ontact

;. . 9se of ?enses

3. Time +anagement


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!" Te#t 2er# important as the entire message depends

on te't.

Even slight deviation could lead to rong

misleading or unclear information.

?mall addition or deletion could lead to

misinformation.

*erfection gives confidence and generates

interest.


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$" %oice1 2oice has various aspects such as 1

i. 0larit# of ?peech. 0larit# gives a strong impetus to the te't and

makes the detailing interesting. It helps others topa# attention.

ii. Audibilit# / Loudness. The volume should be sufficient enough to be

heard clearl# in the chamber ithout being too loudor too lo. that re-uires e'tra effort for the doctor tolisten. Audibilit# should reall# match the naturaltone.


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iii. Tone. Tone is the feelings in the voice. !ords have little meaning

themselves. It is the tone hich adds the sentiments to themessage communicated e.g. a friendl# tone.

iv. +odulation of 2oice and Emphasis. +odulation is the ups and dons of the voice. +odulation of

voice actuall# brings out the emotions from the messageithout hich it sounds dull. It gives additional punch at areashich need special thrust like brand name pa#off line opening

sentence etc.Emphasis give the right connotation to the message. It shouldbe correctl# used. @ver or under usage does not bring out thehidden message. inall# both modulation and emphasis reflectthe confidence level.


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v. Timing and *ause. The speed ith hich the ords are spoken

should be enough that the doctorB could

listen and understand. 7igh speed makes itdifficult to understand and too slo makesthe detailing dull again. 0orrect time andspeed give us time to think to catch thebreath for fresh emphasis and a suitablepause helps the doctor to digest themessage.


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&" Ha'lig of %is(al Ai')*ol'er 0orrect handling of visual aid or folder facilitates the

doctor to read and see clearl#. Doctor$s convenience

should be #our prime concern hile handling the visual

aid.

In a recent stud# it as revealed that the distance for

effective vieing be minimum three feet beteen

prospect e#e and visual aid. It gives 4CC clarit#.

?econdl# folder / visual aid should be held at a 3Cdegree angle to e#e to avoid an# reflection of light this

avoids an# distortion in vision.


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+" ,se of Poiter ?#nchroni&ation of speech ith pointer helps

doctor to concentrate on hat is being shon and

told. It also helps in reducing distraction and private

planning. Adds up the punches given b#

modulation and emphasis.


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-" E.e to E.e /otact 2isual contact ith the prospect helps to

determine hether doctors are reall# interested

and bring them back to the main frame. It also reflects the confidence level of the +,. It

involves lot of human elements as and hen

#ou maintain an e#e contact. ou arouse

interest in doctors and the# start anticipating thene't message.


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0" 1o'. Lag(age ?tudies in communication have revealed that more than

:C is due to non verbal communication.


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2" Listeig An often neglected area but a ver# important

aspect of detailing is listening.

Fuite often customers raise obections make

remarks. The a# the obection is handled

ould ultimatel# decide ho successful e

have been in inning the confidence of the

doctors. Thus anticipating the prescription. Thisis onl# possible if #ou activel# listen.


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3" ,se of Seses God has provided us the five senses vi&. sight

smell hearing touch and taste to communicate

effectivel#. Effective use of as man# senses as possible

during detailing ill enhance the impact. E.g. an

audiovisual presentation demonstration of an

action (a dispersible tablet) making the doctortaste the product.


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4" Ti5e Maage5et 7e/she has to finish his/her ork is given time.

Doctors give the kind of time a +edical

,epresentative deserves and not the kind of

time he re-uires.


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detailing in pharma sales

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