5 innovative ideas to make your iDetail
Aid(iDA) more engaging...
Email Id: firstname.lastname@example.org
"average 2.3 minutes airtime"..."only 2 slides per call..." most CLM analysis report will reflect the same insights...
Extremely busy schedule, more than thirty representatives to meet, managing chambers and hospitals...Doctors are pressed for time...it is often frustrating for Executives to go beyond "brand name only..." and thanking back even for no prescription...this is equally challenging for Marketing team to prepare an innovative iDA that helps Executives to make every interaction count...
Here are my top 5 models of iDA, some are technologies, some are concepts...each one has its merits and limitations however these are most innovative 5 models in my view...
This is the most popular and widely used concept of late and many of the creative agencies are well equipped to develop this kind of iDA/CLM contents in different content management platforms...
Executives make customers touch and feel the game/simulation and it resembles 1-2 key messages which pop up or pass through as the customer gets involved in the game/simulation...
Pros: Gamificiation helps in increasing airtime per visit also helps in making key messages more visible to visitors as they appear during simulation thereby increases customer engagement
Cons: Usually one time use (you may have options of creating stages of game/simulation and can be used for multiple times)
Best fit for: Highlighting brand attributes/benefits/differentiations
Augmented Reality (AR)
AR is live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. AR is gaining popularity in people very fast..."Pokemon Go" is probably a great example in mobile gaming space.
In healthcare, usage of AR are limited so far however this will definitely win biggest space in coming days through newer innovations
During interaction with visitors, executives open VR app (using device camera) over a piece of paper
(designed) and the 2D object on the page appears as a 3D through tab/iPad etc, it could be of organs,
molecular structures, Mode of action, mechanics and almost anything interesting part is, it can be rotate
360 to project the object from different angle and the movement of the object, heartbeat or blood flow, receptor binding, molecular movement, lecture etc.
Pros: AR helps Executive to take visitors into a virtual environment, thereby it helps in increasing visitors
attention and provides added advantage of transforming complex concept into simplified detailing
Cons: This is a costlier option and only few creative agencies are well equipped in doing good and
innovative work in AR (as it is gaining popularity more creative companies are building capabilities around
this newer technology)
Best fit for: Explaining Mode of Action, Molecule structure, Device/Machine demonstration etc.
One in 1
This is one of the most innovative ideas that may help in increasing the in-clinic execution quotient, the idea here is to deliver 1 key message in 1 visit to make each key message impactful and sometimes it is about creating a series of messaging campaign
Critical success factor of this model is, visit wise planning for executives by brand/ marketing team
I liked three models under this innovation
Model I : One unique core message of brand used as prelude to only ONE Key message per visit,
summarizing all in one in the last visit may be a fair idea
Model II : This is all about creating a recap of last discussion that helps executive to set the context and
then delivering ONE chosen key message effectively
Model III : Brand/Marketing may choose themes for weeks and run this as a campaign, Marketing team
may change look and feel of the slides keeping the key messages consistent for weekly themes. This helps
Executives to understand their deliverables Visit/Week wise and thereby improves
All These models are differently similar, the common idea in all these models is, iDA/CLM is NOT cluttered
with too many/all brand key messages. Executives open only 1-2 prescribed (by marketing) pages to detail
the content and close the call.
Pros: This may bring newness in each visit for both Executive and Visitor. Secondly, Executive do not get
confused with what to choose and what not to unlike long iDA/CLM, these models brings lot of
simplicity, better preparedness (being small content) and ease/comfort in in-clinic execution. Thirdly, this
model is controlled by brand/marketing team (by enabling new and disabling old content in CLM), this helps
in getting better visibility of execution quotients and thereby improves monitoring and feedback process
Cons: Without great execution planning these models may go in veinthese models requires excellent
execution planning at marketing level and a robust call investment plan from executives. Adequate
clarity, regular interactions, frequent monitoring and feedback on execution (based on CLM analysis) to
executives need dedicated time and energy without any disruption
Barrier Based Model I: On target
This is one of the most effective models and many organizations are
adopting this model of latethe model works excellent provided
customers are profiled well based on their barriers.
In this model a profiling questioner is developed by SFE & Marketing team (based on either
market research outcome or brand attributes) and handed over to executives as a pre campaign
initiative. Executives profile and prepare a customer database/grid based on individual
barrier/barriers, at the same time Marketing/Brand team prepares short story (1-2 slides) under
each barrier and integrate in iDA/CLM. In implementation, Executives address only key
barrier/barriers of visitors with the help of these short stories...
Pros: This models works excellent for a conversion strategy for low, medium and non
prescribersas this messages are to the point customers get involved and executives gets good
opportunity for discussion and thereby the model improves execution quotient.
Cons: critical success factors for this model are, setting right profiling questioner which helps
executive to understand the right barrier, this model fails when barriers are perceived based on gut
feelings not based on quality profilingthis model needs constant analysis and feedback on results to keep the momentum
Best fit for: Innovative molecule, first in class, speciality products
Barrier Based Model II: My Doctor My Story
This is a very interesting model, similar to the previous model this
requires excellent understanding about customers, this model gives
flexibility to prepare individualized story line in iDA/CLM for
customer, based on previous discussion or identified barrier/drivers
In this model, Marketing/Brand team loads 15-20 slides in the iDA/CLM which carries different key
messages, clinical data, differentiation etc. Executives tap few slides (maximum 3) during waiting time to
prepare a story for based on an identified barrier/driver or insights from previous discussion and make the
Pros: This model helps executives to customize the communication and address the need or barriers
accordingly, this also gives an opportunity of individualization and a sense of empowerment .The
preparation before call by choosing the right slides helps executives to connect better and close the loops
kept open, if any, in previous visit
Cons: This model requires enough testing before implementation as each combination (of 3 slides) should
link to each other to make a storyline. Executives need to have enough skill and knowledge and of course
lots of practice to execute such model
Best fit for: Highly skilled Rep and MSLs
There are many innovative models I came to know while I was doing this research and was interacting with
marketing managers from different organizations and different creative agenciesmy sincere thanks to
each one of them
I shall feel great if this article helps my marketing folks to any extend in building their iDA/CLM in near
future, I would keen to know if you will choose any one out of these model for your next iDA/CLM
Many thanks for taking time out of your schedule to read this article