Detailing: The Keystone in Pharma Selling

1. DETAILING
KEY STONE IN PHARMA
SELLING
Shilpa Garg

2. DETAILING
quot;Detailingquot; forms one of the most important

tools in pharmaceutical marketing and
advertising.
There is a subtle difference between plain

communication and detailing. When we
detail, we are actually advertising the product
to a particular targeted customer, to induce
them into buying or prescribing it.
In today's scenario no one would buy a

product until he or she is totally sold to it!

3. DETAILING
quot;Detailingquot; is basically an integral part of

personal selling which is thoroughly
rehearsed, memorized and practiced to an
extent that when it is heard, it sounds as if it
is coming out of one's own talk about the
product. (Exactly as an actor acts on stage or
in films). Even though the script is written by
someone else (usually the Product Manager),
it looks as if it is the MR's own.

4. Detailing
Detailing story highlights the relevant points, the

unique selling points of the brand raising the
doctor's interest to an extent that he prescribed. This
slowly creates a brand image.
Detailing has to be perfect and with the ideal mixture

of scientific information, quality of product and the
manufacturing technique used. This will provide
maximum mileage in the shortest possible time.
keeping in view the time constraint that one has in
the doctor's chamber.
Thus, detailing forms an integral part of effective

communication as well as personal selling.

5. Purpose of Detailing
Advertisement of company's product

(a walking audio-visual).
To create and arouse interest in the doctors

mind regarding products thus influencing
his prescribing habit.
To emphasize the advantages / benefits

and salient features of products.
To generate more prescriptions.


6. Purpose of Detailing
This solely depends on how effective the detailing

is or in other words how convincingly one can
communicate.
Communication is the essence of marketing. It is a

four step process:
MR - the medium

Detailing folder / visual aid - the tool

Voice of the MR - the audio

The matter on the visual aid - the visual.

Thus in total, detailing must produce an quot;audio-visualquot; impact

7. Steps of Effective Detailing
There are 9 commandments of effective detailing

in order of importance.
Text
1.
Voice
2.
Handling of Visual Aid
3.
Use of Pointer
4.
Eye to Eye Contact
5.
Body Language
6.
Listening
7.
Use of Senses
8.
Time Management
9.

8. Steps of Effective Detailing
1. Text
Very important as the entire message depends

on text.
Even slight deviation could lead to wrong,

misleading or unclear information.
Small addition or deletion could lead to

misinformation.
Perfection gives confidence and generates

interest.

9. Steps of Effective Detailing
2. Voice: Voice has various aspects, such as :
Clarity of Speech
i.
Clarity gives a strong impetus to the text and

makes the detailing interesting. It helps others to
pay attention.
Audibility / Loudness
ii.
The volume should be sufficient enough to be

heard clearly in the chamber without being too loud
or too low. that requires extra effort for the doctor
to listen. Audibility should really match the natural
tone.

10. Steps of Effective Detailing
Tone
iii.
Tone is the feelings in the voice. Words have little meaning

themselves. It is the tone which adds the sentiments to the
message communicated e.g. a friendly tone.
Modulation of Voice and Emphasis
iv.
Modulation is the ups and downs of the voice. Modulation of

voice actually brings out the emotions from the message,
without which it sounds dull. It gives additional punch at areas
which need special thrust like brand name, payoff line, opening
sentence etc.
Emphasis give the right connotation to the message. It should
be correctly used. Over or under usage does not bring out the
hidden message. Finally both modulation and emphasis reflect
the confidence level.

11. Steps of Effective Detailing
Timing and Pause
v.
The speed with which the words are spoken

should be enough that the doctor~ could
listen and understand. High speed makes it
difficult to understand and too slow makes
the detailing dull again. Correct time and
speed give us time to think, to catch the
breath for fresh emphasis and a suitable
pause helps the doctor to digest the
message.

12. Steps of Effective Detailing
3. Handling of Visual Aid/Folder
Correct handling of visual aid or folder facilitates the

doctor to read and see clearly. Doctor's convenience
should be your prime concern while handling the visual
aid.
In a recent study it was revealed that the distance for

effective viewing be minimum three feet between
prospect eye and visual aid. It gives 100% clarity.
Secondly, folder / visual aid should be held at a 90

degree angle to eye, to avoid any reflection of light, this
avoids any distortion in vision.

13. Steps of Effective Detailing
4. Use of Pointer
Synchronization of speech with pointer helps

doctor to concentrate on what is being shown and
told.
It also helps in reducing distraction and private

planning. Adds up the punches given by
modulation and emphasis.

14. Steps of Effective Detailing
5. Eye to Eye Contact
Visual contact with the prospect helps to

determine whether doctors are really interested
and bring them back to the main frame.
It also reflects the confidence level of the MR. It

involves lot of human elements as and when
you maintain an eye contact. You arouse
interest in doctors and they start anticipating the
next message.

15. Steps of Effective Detailing
6. Body Language
Studies in communication have revealed that more than

50% is due to non verbal communication.
Body language or the non verbal communication of your

body speaks volumes. A confident, professional body
language increases the power of detailing.
Body language of the customer is equally important. More

often than not, he/ she is giving feedback through his/her
body language. Recognizing those signals is vital to mould
the detailing.

16. Steps of Effective Detailing
7. Listening
An often neglected area but a very important

aspect of detailing is listening.
Quite often customers raise objections, make

remarks. The way the objection is handled
would ultimately decide how successful we
have been in winning the confidence of the
doctors. Thus anticipating the prescription. This
is only possible if you actively listen.

17. Steps of Effective Detailing
8. Use of Senses
God has provided us the five senses viz. sight,

smell, hearing, touch and taste to communicate
effectively.
Effective use of as many senses as possible

during detailing will enhance the impact. E.g. an
audio-visual presentation, demonstration of an
action (a dispersible tablet), making the doctor
taste the product.

18. Steps of Effective Detailing
9. Time Management
He/she has to finish his/her work is given time.

Doctors give the kind of time a Medical

Representative deserves and not the kind of
time he requires.