According to Manhattan Research, pharma companies now provide nearly all of their sales reps with tablets. Take a look at these increasing numbers.
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2011 - 30% of sales reps using tablets
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2012 – 65% of sales reps using tablets
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2013 – 85% of sales reps using tablets
Now it is not enough for your sales reps to hold a tablet. The content they present must be engaging on its own whereas the technology can only enable you to show it. The key is to impress the physicians and this is not done by stocking the tablets with content. Tablets plainly enrich details, but it is understanding where they are most valuable, is when you will get the most out of tablets.
When videos and animations are created on the tablet, this is when the astonishing moments are created and the tablet shines. The content needs to be crisp, with responsive design and proper fonts. These are the rules for making that engaging content.
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Customers always come first; nobody cares about your products and services except for you. Think about what problems they have that you could help solve.
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It is imperative that you define and connect with your goals before working on a detailed piece of content. If you begin by setting goals there is a better chance that you will accomplish them.
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You need to serve your prospective clients needs by delivering content that assists them. By doing this is will gain their trust and they will consider you when it comes time to making a decision.
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The use of active words helps your audience participate in the presentation rather than them just listening to it. It lets them become immersed in the content and makes it feel like there is a story unfolding.
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The features of your product are an important sales tool; however discussing the benefits your audience will receive is far more convincing. Since features are logical and benefits address your audience on an emotional level.
Now with engaging content on your tablet you can look into getting CLM software that will manage and leverage your content (ex. Skura SFX). Closed Loop Marketing solutions enables sales reps to individualize content shown to the physician and also it allows them to respond with related visual aids to any points elevated by the physician. The edetailing software gives you the tools to create the content, while the tablet has features that support interactivity.
The rapidly changing environment also affects the medical knowledge and content tremendously. The pharma industry needs to adapt to the new information by managing the content and ensuring consistency. By using a content management platform it will ensure that there is consistency, it will speed product development and reduce your costs. How is that for success?
Google+ Tara Anderson
http://b2bmarketingdirections.blogspot.ca/2013/06/create-content-that-helps-sales-reps.html
