eDetailers with segmentation. What does this mean in concrete terms?
In many cases, neither the full range of available options is known, nor how advanced options can be designed and implemented. This lack of knowledge extends to general domain knowledge, like which data is available where in the CRM, how can it be used in which specific places and what added value is available to whom.
Segmentation options in eDetailers
An eDetailer offers various options for implementing segmentation and the associated target group-oriented addressing and conversation management. Creative freedoms in storytelling can be individually controlled or even partially automated.
As a general rule, there are the following options for using segmentation in eDetailers:
- manual segment control
- automated segmentation
- optional additional functions
Segmentation is based on the definition of the target group.
First, the target group is defined. Next, relevant key facts for this target group are defined. Those are then turned into visuals and/or text, which is used to specifically address HCPs in the desired segments. It is important that only the target group-specific content is used for segmentation. All other content remains consistent but should be dynamically shown or hidden in the core conversation.
Additional functions like interactive elements, key topic dashboards, and more, can be implemented to specifically address segmented target groups. They optimally complement the eDetailer and enable flexible and individual control in the individual conversations of the sales force.
A broad range of options are available by default. These can be combined and used individually. To use additional touchpoints, entire journeys can also be integrated.
What comes afterwards?
Continuous tracking and analysis of insights gained with a focus on optimizing content and conversation concept offer direct additional benefits. It also enables targeted content control of your campaigns. This is why follow-up work like this is essential.
Targeted and optimized address is a genuine booster that should always be used – in terms of content, text and visuals. Dynamically integrated, this does not cause any additional work for the sales force, but generates a lot of added value for everyone involved.
What about HTML-mails?
Segmentation can also be used for VAEs, FTEs and RTEs. Targeted addressing is also a major success factor here.
This can also be combined by initiating approved emails directly from eDetailers during the conversation and, if necessary, using this perfect momentum to obtain HCP-consent that was not yet available.
Directly into daily business!
Using live examples, we explain your options and how to easily implement and use them in practice in a targeted and understandable way. We do this in Veeva or OCE directly, because we don't stay in theory, but go straight into practice. We show and explain our live examples directly in the CRM-system and on iPad with appropriately designed and programmed eDetailers and CRM functions.
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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.