Dashboards – The clever solution for flexible conversation management with eDetailings
Today, digitally supported sales conversations in the field require significantly more flexibility in storytelling and the ability to (reactively) respond to ad-hoc topic requests from consumers.
COVID-19's impact on sales and distribution has further increased the need for flexible digital solutions. The forced switch from face-to-face talks to remote calls (e.g. with Veeva CRM Engage Meeting, IQVIA Remote Detailing, Microsoft Teams) made one thing crystal clear: Communication in virtual rooms operates under different rules and conventions than face-to-face conversations.
Perhapts counterintuitively, surveys in Healthcare & Life Sciences show that during remote calls, both attention and net-conversation time increase by 133% – from an average of 6 min (F2F) to 14 min (remote).
"Dashboards shine in longer calls and with a more attentive client. They enable the targeted inclusion of additional topics that are of personal interest to the physician, leading to highly individualized, customer-centric calls."
In terms of conversation-strategy, so-called "dashboard slides" give attentive presenters the opportunity to leave a linear conversation flow to focus on topics that their clients show particular interest in."
The term dashboard has a different meaning in eDetailers than in plane cockpits or on IT websites. Instead of displaying flight speed and altitude to steer a plane, eDetailing dashboards are sleekly designed overview slides to steer conversations.
Dashboards & Engagement
Dashboards stands out from the design style of regular presentation slides. That's why it is especially important for dashboards to be self-explanatory in terms of UI, UX and design.
There is no specific design style for dashboards. They can be promotional, emotional, or scientific – the goal is to pique the physician's curiosity and make them want to select a topic themselves.
From a purely technical point of view, interactive dashboards within the presentation can be regular slides, pop-ups or layers that link to further topics, play audio/video content, open PDFs or even serve to switch to other presentations.
Further uses for dashboards:
- Segmentation of customers/target groups
- Visual tables of contents
- Extension branch(es) for the main navigation path
- Presentation of campaigns within the campaign
- Selection of multiple indications
Important tip: Dashboards should not be used as a replacement for a sitemap, which shows all slides of the presentation for quick selection.
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