Brainfood
eDetailer vs. Click PDF

Why even an eDetailer? PDFs are enough – wrong!

Rolf Gückel
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3 min

What are the advantages of using an eDetailer instead of a PDF in closed loop marketing? This is a recurring question for a wide variety of departments and teams.

As this has come up again often in recent weeks, here is an executive summary of the core points:

  1. In the CRM system, a PDF is a simple, static file that is displayed by the integrated PDF viewer, can usually be scrolled vertically and, in the best case, contains hyperlinks within the PDF – and that's it.
  2. An eDetailer is a powerful tool in the CRM system and an essential component in closed loop marketing, in customer journeys and marketing automation.

Advantages of eDetailers

eDetailers offer the following advantages, if designed and implemented accordingly:

  • Intuitive, tablet-optimized and target-oriented usability, including a content structure that really supports the sales force in their conversations.
  • Standard tracking on a per-slide basis already offers concrete information on which content is used most and provides control options for optimization, expansion and updating.
  • Implementation of marketing and sales strategies with conversation strategies and integration of studies, specialist information PDFs, MOA movies, and more.
  • Vivid storytelling with visual highlights like targeted animations focus conversation partners and leaves a lasting impression.

  • Interactive content generates significantly greater interest and attention in the conversation. In addition, conversation partners can be actively involved to further increase their attention and interest.
  • HTML emails can be linked directly to eDetailers in the leading CRM systems and sent during the call. This is a perfect opportunity for obtaining consent, because the conversation partner has a current need and will be happy to give their consent.
  • A wide range of insights can be recorded, saved and then used in a variety of ways: More knowledge about target groups and individual customers enables segmentation and optimization of content, including targeted address and precise control of communication measures. This also provides a sound, data-based foundation for decision-making.

  • Dynamic, data-based content – ideally based on previous conversations – enables individualized conversation plans and results in the best possible and flexible address for every individual customer.

Generate added value – for now and for future sales

eDetailers generate a great deal of added value for all stakeholders and form the basic building blocks for future expansion stages in CLM Next Level. Additionally, employing eDetailers does not mean more work, but it actually reduces manual effort. For example, documenting customer calls is easier and faster within an eDetailer, freeing up your sales force to focus on selling instead of paperwork.

eDetailers are an integral part of closed-loop marketing. PDFs do not allow data-based content and control., PDFs are useful components of eDetailers – as technical supplements for studies and specialist information.

Creating an eDetailer is more expensive than a PDF. But let's be honest: who buys a small car with minimal equipment when a luxury sports station wagon that can do much more can be had for a comparatively small additional investment? Some onboarding is required to use the eDetailer. To continue our example: who doesn't want to have the capabilities of their luxury sports station wagon explained to them, so that they can really use and make the most of them?
Rolf Gückel
Director Client Services

Summary

A common misconception must be directly dispelled: Closed loop marketing is not doable for free. It requires the targeted, future-oriented and sustainable use of appropriate budgets. However, what can be achieved with it brings in so much more than the small savings if it is not implemented. In addition, it offers a lot of added value that provide great potential for increasing success and turnover, that you do not want to miss out on.

However, it is essential to consider the best practices of what makes a really good eDetailer during the planning and implementation phases.

In addition,these articles are helpful on that topic:

eDetailers with segmentation. What does this mean in concrete terms?
Using customer segmentation for targeted HCP-addressing is a popular topic, but the possibilities are wide-ranging and there is often a lack of the necessary settings in the backend of the CRM.
eDetailer – Popup vs. sub-slide
eDetailers frequently contain more popup slides than regular slides. Why is that?
eDetailers – two different ways of implementation
The possibilities for implementing eDetailers are manifold. However, implementation is always preceded by one essential question: Is it possible to implement the eDetailer quickly and cost-effectively?

Rolf Gückel  //  Director Client Services

After 37 years in the business, and focussed on closed-loop marketing and eDetailers in the pharmaceutical, healthcare and life sciences sectors for the last 10 years, Rolf advises clients, agencies and colleagues. With a wealth of experience, great expertise and passion, he always keeps an eye on the big picture.

Contact me