DETAILING

Dr. Neeraj Kumar Fuloria, M.Pharm, PhD, MBA, PDCTM

Faculty of PharmacyAIMST University, Malaysia 08100

• It is an integral part of personnel selling which is

thoroughly rehearsed, memorized and practiced

so that when heard it sounds as its coming as ones

own talk about a product

Detailing is a preplanned effective communication activity done by pharmaceutical companies to educate physicians about products and to influence physician to prescribe company’s products.

DEFINITION

(like an actor in films or stage)

• Although script is written by someone else

(product manager)

• For e.g. approved scientific information, benefits, side effects, or adverse events - related to a drug are parts of detailing.

• Pharma sales representatives were once called "detail men”

• Detailing is one of the most important tool of Pharmaceutical Marketing and advertising.

• But when we details we actually advertise the product to particular customer to induce them to buy or prescribe.

• There is difference between Plain communication & detailing.Plain communication can not create customer interest.

• Detailing involves a story or script that highlights the relevant points to doctors/customers to an extent that he starts prescribing

• Detailing has to be perfect and an ideal mixture of scientific information, quality of products and manufacturing techniques used.

• To provide more mileage in short time.

• To Advertise company’s product

• To Create and arouse interest in doctors mind

regarding products, so as to influence prescribing

habits.

• To emphasize advantages, benefits and salient

features of products.

• To generate more prescriptions

PURPOSE OF DETAILING

ELEMENTS OF DETAILING

Detailing/communication is the essence of marketing.

It possess different elements

1. Med. Rep. - The Medium

2. Detailing Aid - The tool (Detailing Folder/

laptop/

tablet/Visual Aid )

3. Voice of MR - The Audio

4. The matter on aid - The visual (Images and

write up)

5. Detailing story - The script (information to

speak)

Thus Detailing must produce an audio visual impact.

DETAIL AIDS IMAGES

Visual folders

Laptop VisualsTablet Visuals

IMAGES

WriteUp

• There are nine commands for effective detailing

1. Text

2. Voice

3. Handling of Visual Aid

4. Use of Pointer

5. Eye to eye contact

6. Body Language

7. Listening

8. Use of Senses

9. Time management

COMMANDS/GUIDELINES For DETAILING

1. TEXT

- Very Important as entire message depends

upon text

- Slight deviation may lead to wrong or

misleading or unclear information.

- Small addition or deletion could lead to

misinformation.

- Perfection gives confidence and generates

interest.

STEPS OF EFFECTIVE DETAILING

E.g. Doctor do prescribe our product

(Wrong)E.g. Doctor please do prescribe our product

(Correct)

2. VOICE - it has various aspects such as

1. Clarity of Speech - Gives impetus to text and makes

detailing strong.- Helps others to pay attention.

2. Audibility and loudness- Volume should be sufficient to hear

clearly in the chamber without being too loud or too low. √

3. Tone- Tone express the feeling or sentiments through voice.- Words have little meaning but tone have

4. Voice Modulation and Emphasisa) Modulation (ups and downs of Voice) - It gives emotions to message and punch to

special areas that need special thrust like Brand name, Pay off line, opening science etc.b) Emphasis (gives right connotation to message).

- Emphasis and Modulation both reflects nfidence level.

c) Timing & pause (ups and downs of Voice) - Speed of speaking should be enough to listen and understand

- High speed creates difficulty in understanding

- Too slow speed gives right connotation to message.

- Correct time and speed gives time to think and creates interest

3. HANDLING OF VISUAL AID/FOLDER

- Correct handling of visual aid assist doctor to read and see clearly.

- Doctors convenience should be prime objective.

- Recently it was revealed that there should be minimum three feet distance between prospect eye and visual aid.

- The visual aid or folder should be at 90 degree angle to avoid light reflection or distortion in vision.

4. USE OF POINTER

- Synchronization of speech and pointer should be done to make doctor concentrate on what is shown and told.

- Helps to reduce distraction .

- Adds up punches given by modulation and emphasis.

5. EYE TO EYE CONTACT

- Visual contact with prospect determines the interest of doctors

- Reflects the confidence level of medical representative.

6. BODY LANGUAGE

- Communication studies reveals that more than 50% communication is non verbal.

- Body language act as volume of body.

- A confident professional body language increases power of detailing

- Body language of customer is equally important customer body gives feedback signals, and recognition of those is vital for molding of detailing

6. LISTENING

- Often neglected area.

- efficient listening creates customers interest

7. USE OF SENSES

- Sight, Smell, Taste and touch for communication.- Effective use of many senses

- E.g demonstration of pineapple taste of a syrup to doctor for kids

8. TIME MANAGEMENT

- Medical representative has to finish work in a given time

- Doctors gives time to medical representative what they deserve not what they require

• Good Morning Doctor

• Doctor, we bring compliments from Tesco Pharma, a Duel force that ensures excellent results in your patients care.

• That is “GECLOX”.

• Doctor, our GECLOX is a combination of Amoxycillin - 250mg + Dicloxacillin - 250mg in form of capsules.

• Please recommend our GECLOX   in R.T.I., Dental Infections, surgical prophylaxis, septicaemia, impetigo, otitis & also boils.

EXAMPLE – DETAILING STORY FOR “GECLOX”

• Doctor as safety and efficacy are your prime concern in patient treatment. These are the literary evidences for “GECLOX” safety and efficacy .

• Doctor, GECLOX add power to your prescription in treating day to day infections.

• So Doctor , What are your views for “GECLOX”

• Can I look forward your valuable support of our “GECLOX”

• Thank you doctor

DETAILING AGENT

Agent who details about a product to a doctor or customer

QUALITIES OF DETAILING AGENT

1. PersonalityPhysical Traits - Health, posture, Speech, & appearanceMental Traits – Accuracy, alertness, imagination,

Initiative, observation, and self confidenceSocial Traits – ability to meet public, and speak about product, pleasance in natureCharacter traits - Honesty, reliability, enthusiasm, interesting and persistence. 2. Knowledge of Goods

- complete Knowledge about product

3. Professional - Results focused

- High Energy - Committed growth- Original- Belief in product and oneself- Customer Beneficial- Sense of Humor- Courageous- Knows people

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Ends With Thanks