Wait. What? You’ve done everything right. So what can have possibly gone wrong?
Why customer-facing staff resist new technology
Here’s three common reasons why reps won’t use your digital communication tools like e-detailers:
- “I already have my own system that works well”
- “It looks nice but I don’t really need it”
- “Paper materials work just fine”
These three responses are actually saying the same thing: your new tools won’t help them do what they have always done. And that’s precisely the problem.
The message you need to deliver
The technology isn’t being introduced just to make things easier for customer-facing staff. If people believe this, then there’s been a miscommunication.
We don’t want to do some same things a little better. We introduce technology to do something different.
It’s important to make it clear that you want customer-facing staff to do something entirely new. And that these tools are being provided to enable them to do it.
How it works
For example, you may want to better understand healthcare professionals’ individual understanding of a topic to inform a multichannel experience that matches each doctor’s specific information needs. You can’t do this with a rep’s personal system or paper materials. But you can get this data with the right kind of e-detailer.
What’s important to remember – and communicate – is that new technology should raise the bar. It’s there to provide new levels of service to our customers.
Internal communication is essential
It is possible to do everything right and still run into problems in the field – often due to misunderstandings that can be avoided with the right kind of communication. That’s why at Anthill we consider each step of the process: from digital strategy right the way through to project activation.
More digital pharma marketing tips?
Many companies are looking to ‘get going’ with multichannel by building on their existing e-detailing platforms. To show what can be done, Anthill has created an e-book ‘multichannel e-detailing’ that lays out the opportunities.