t’s taken a while for our industry to get on board, but it appears that tablet detailing has finally arrived. One in three details is conducted via an iPad or similar device, according to Hall & Partners research, and of our clients that have yet to embrace this evolution most say they plan to do so soon. ..

However, how much thought are we giving to this new technology? Often we hear that the edict has come from ‘on high’ … “We are going digital!” our clients tell us. But when we sit down to consider what this really means, conversations are often focused on the format and execution, rather than the potential for interaction offered by the new detailing medium. 

This approach sells tablet detailing short. Tablet details are visually appealing and novel, they hold vast amounts of data and offer the potential for animation and video. All good stuff, but they also provide the perfect tool to deepen customer relationships. ..

we often see that the approach to sales interactions via tablet detailing hasn’t kept pace with this new reality. In 2014 we should be looking to change this.
Meeting customer expectations
Our research shows that customers have increased expectations of a tablet detail – associating the medium with innovation and interactivity. However, customer experiences of tablet detailing reveal it is perceived to offer no benefit over paper-based detailing in eliciting interest in the brand or encouraging follow-up with the rep. Pharmaceutical industry marketers and communications agencies tell a similar story of paper-based details all too often simply converted to tablet format, overlooking the opportunity the tablet provides to allow us to achieve so much more in our customer interactions…

So far we are only scratching the surface of what tablets offer in building a more holistic picture of our customers….

See on www.pmlive.com