As current technologies develop and change, it is our duty to evaluate and redefine the terms that have popped up in our collective lexicon over the past decade. The pharmaceutical industry has a growing affinity for the idea of eDetailing, and the word has taken on a suspiciously broad definition. Unfortunately, those who are searching for eDetailing platforms don’t know the intended purpose or power of effective eDetailing. How will you know when you’ve found the right eDetailing platform if you don’t know what you’re looking for?
eDetailing has come to define any type of delivery of information on mobile devices, like iPad presentations. Flashy hardware and engaging iPad presentations are nice to have in your salesperson toolbox, but what is it really doing for your pipeline? Toting a tablet device to sales meetings no longer provides an edge on the competition. Now, to see ROI from an eDetailing application, the tablet device needs to provide much more than a flashy display of show and tell.
One major competitive sales enablement advantage offered by eDetailing is a platform’s ability to gather information. Information is power when it comes to selling, and those using eDetailing platforms must demand it. Forward thinking eDetailing platforms have a component that focuses on the collection of data that offers insights to marketing teams and salespeople. Then, those insights should lead to clear and obvious action. If you’re evaluating an eDetailing solution, look for a platform that facilitates this flow: data turns into insight, which turns into action, which turns into data, which turns into insight, which turns into action, ad infinitum.
eDetailing applications are not intended to be shiny digital sales aids that impress the viewer and stop there. This software is not an endpoint or a fun accessory. Instead, it should work as a cog in the machine that gets your sales people moving in the right direction: faster, and more accurately.
Have you seen what effective eDetailing platforms can do?
