1. Pharmaceutical Detailing Skill
By
Masum Chowdhury
BPharm, MBA (Marketing), PGDSCM,
ACMC (IBA,DU), PGDHRM
Key Activities: Marketing, Branding, Promotions, Medico Marketing and Training
E-mail : masum.pha@gmail.com
Tel : +880-01937990014, +880-01717642874Specialized Training

2. Session objective

3. Detailing Style
Assertive vs Aggressive

4. Detailing Style
Assertive vs Aggressive

5. Assertive Style
It consists of three elements
A.Self confidence
B.Professional appearance
C.Professional speech

6. What is Detailing ?
Detailing is a preplanned effective
communication activitydone by pharmaceutical
companies. To educate physicians about products
To influence physicians to prescribe products

7. Detailing Story
DetailingStoryhighlightstherelevantpoints, thekeysellingpointsofthebrandraisingthedoctor’sinteresttoanextentthathecanprescribeproduct.

8. Plain Communicationvs Effective Detailing
Plaincommunicationcannotcreatecustomer(Doctor)interest.

9. Plain Communicationvs Effective Detailing
But,Effectivedetailingcreatescustomer(Doctor)desireandinterest.

10. Plain Communicationvs Effective Detailing
EffectiveDetailingmeans,weadvertisetheproducttoparticulardoctortoinducethemtoprescribe.

11. Purpose of Effective Detailing
To generate more prescriptions
To advertisecompany’s productTo create and produce interest in doctors mind regarding products
To influence prescribing habits
To emphasize features, advantages and benefits of products

12. Effective Detailing Features
Creates Brand Images and Company Images

13. Effective Detailing Mixture
Thiswillprovidemaximummileageinthe
shortestpossibletime.
Scientific Information’s
EffectiveDetailingmustbeperfectwith
mixtureof-
Quality of Product
Manufacturing technique

14. But always remember
EffectiveDetailingisanessentialpartofeffectivecommunicationaswellaspersonalselling.

15. Elements of Effective Detailing
Effective Detailing is the spirit of marketing.
It possess different elements
Detailing must produce an audio visual impact.
MPO
The Medium
Detailing Aid
The tool(Literature/Show Card)
Voice of MPO
The Audio
The matter on aid
The visual(Images and write up)
Detailing story
The script (Information to speak)

16. Steps of Effective Detailing
Text
Voice
Handling of Visual Aid
Eye to Eye Contact
Use of Pen
Body Language
Listening
Use of senses
Time Management
Persuasion Skill

17. TextLiterature/Show Card
Entire message depends on text

18. Text Literature/Show Card
•Slight deviation could lead to
-Wrong
-Misleading
-Unclear information
Smalladditionordeletioncouldleadtomisinformation.

19. Text Literature/Show Card
Perfectiongivesconfidenceand
generatesinterest.

20. Voice
Has various aspects such as –
-Clarity of Speech
-Audibility/Loudness
-Tone
-Modulation
-Timing and Pause

21. Clarity of Speech
Claritygivesastrongforcetothetextandmakesthedetailinginteresting.Ithelpsothertopayattention.

22. Audibility/Loudness
Thevolumeshouldbesufficientenough. Audibilityshouldreallymatchthenaturaltone.

23. Tone
Tone expresses the feeling or sentiments through voice. e.g. a friendly tone.
Words have little meaning but tone have.

24. Modulation
Modulationistheupsanddownsofthevoice.Itgivesadditionalpunchatareaswhichneedspecialpushlikebrandname,brandsloganandopeningsentenceetc.

25. Emphasis
Emphasis(givesrightassociationtomessage). EmphasisandModulationbothreflectsconfidencelevel.

26. Timing and Pause
HighspeedDetailingmakesitdifficulttounderstand
andtooslowDetailingmakesthedetailingdullagain.
Correcttimeandspeedgivesustimetothink.
Suitablepausehelpsthedoctortodigestthe
messages.

27. Handling of Visual Aid
CorrectHandlingofvisualaidfacilitatesthedoctortoreadandseeclearly.

28. Handling of Visual Aid
Effectingviewingbeminimum3feetbetweenprospectseyeandvisualaid.Itgives100%clarity.

29. Handling of Visual Aid
Visual aid should be held at a
90 degree angle to the eye.

30. Handling of Visual Aid
Use of Pen

31. Eye to Eye Contact
Visualcontactwiththeprospecthelpstodeterminewhetherthedoctorsarereallyinterestedandbringthembacktothemainframe.

32. Body Language
Aconfidentprofessional
bodylanguageincreases
thepowerofDetailing.

33. Body Language
Body language of the customer is
equally important.

34. Uses of Sense
Allah has provided us the 5 sense
Sight
Smell
Hearing
Touch
and taste to communicate effectively

35. Time Management
DoctorsgivethekindoftimeaMedicalPromotionOfficerdeservesandnotthekindoftimeherequires.

36. Greetings
Shakehandsafterthedoctoroffers
hishand(remembertosmile).
Maintain direct eye contact throughout greeting
Address the Doctor with his title and name
Remain standing until doctor offers you a seat

37. Personal Space
Sit in a place where doctor can easily see the Lit.
Verify the doctor can read the information easily
Direct doctor’s attention to relevant information by using a pen.
Invade the dr. space only to draw attention to important points.

38. Posture
Sit in a straight position with your head held high
Lean slightly forward to show interest or to emphasize.
Avoid crossed arms or legs

39. SER Rule in Detailing
Simplify : use short phrases with specific ,clear words
Emphasize:useadjectivesandadverbstoemphasizekeywordse.g.(veryimpressive,statisticallysignificant, veryexciting,landmarktrial,extremelypowerful,provenprotection).

40. SER Rule in Detailing
Use focused introduction ( what is the most important is, I draw your attention to)
Use numbered words to emphasize on important words

41. SER Rule in Detailing
Repeatthe key messages at least 3 times during the discussion.
Repeatproduct name 8 times during the presentation.

42. So, Lets Not be aSales ManButA Brand ManA Professional & A Regional Leader

43. Lets Do It Together as a TEAM ………..

45. Advanced Detailing Skill
Thanks