E-Detailers & E-Detailing

1.  What is the most common mistake when developing an e-detailer?

With the introduction of iPads and other tablet platforms as tools for the sales force to detail to veterinarians, companies jumped on the technology and simply “transferred” their printed detailers to electronic versions of the same. When that happens, the focus of the e-detailer becomes on the technology and not on the message. The most effective e-detailers are designed around a great user experience and NOT around the technology platform.

2.  What makes an effective e-detailer?

The most effective e-detailers are succinct, contain rich media and relevant content, and include meaningful interactivity that results in improved understanding. Remember that great user experiences don’t happen by accident; they happen by design.

3.  How do I create an effective e-detailer?

When considering how to create an e-detailer that is impactful, engaging, and educational, remember that successful e-detailers are designed with flexible navigation so that each detailing session can be tailored to unique needs and interests. Content should be developed to focus on key learnings using rich media and instructional interactivity. Keep in mind that an effective e-detailer is not meant to replace the sales representative. Rather, it is a valuable tool specifically designed to complement the sales–veterinarian interaction, creating more discussion points and bringing clarity to the medical and business benefits.

4.  How do I make my e-detailer stand out from others?

Consider building an educational game or simulation. Why? Because they work. The unique, highly interactive nature of digital games and simulations results in player behavior that is desirable in an educational context and difficult to attain with traditional approaches. Research shows that digital gaming and simulation are powerful tools when used with clear purpose and sound educational design. Educational games or simulations delivered through mobile devices will capture attention and engage your audience in your marketing and product messages.

5.  Where do I begin?

Before you do anything, determine the primary goals of your e-detailer. For example, consider the following goals as outcomes for your e-detailer:

• Enhanced sales relationships with our clients
• Integrated feedback and information gathered from each e-detailing session
• Increased understanding of key marketing and product messages

Select an interactive agency that has the expertise you need to achieve your goals.

LifeLearn is a leading interactive agency that knows veterinary content, your audience, AND how to combine both for an effective experience. Ask Us How.