What do great life science digital communications look like? Try asking yourself this simple question and see how well your e-detailing and multichannel communications match up.
The first question to ask
If you’ve switched – or are in the process of switching – to digital communications, you will already have some really good KPIs. Rightly, these will be very specific and detailed. Great job. But keep the big picture in mind, too, while you’re setting targets and analyzing performance.
Here’s an objective that will help you get more from your digital content. Just ask yourself: “Could I do this with paper materials?”
For example, if we’re only putting PDFs on an iPad, then this really isn’t that different from simply printing them. It’s still a fixed message going out to everyone.
Not to say that this isn’t a good start, but it is just the first step on a digital journey.
Three more essential questions
To see how digital your digital communications really are, now try some follow up questions.
- “Do I work at each customer’s speed, or force them to fit my timetable?”
- “Do I understand each customer better after ever sales call?”
- “Do I respond to them based on what I’ve learned?”
Wherever you are on your journey with digital communications, asking these questions helps see what step to take next.
What’s next for you?
Move ahead on your digital journey
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.