Pharmaceuticals Pharmaceuticals DetailingDetailing

What is Detailing ?

Detailing is a presentation of selling points in the most logical sequence to the customer, sales presentation, sales interview are the other names of detailing

Basically detailing means the communication of your message to the customer to increase the sales.

Basis part of Detailing

• Opening• Get attention• Create interest• Present benefits • Demonstrate• Feedback• Handle objection• Closing

Objective of Detailing

To make the product known to the doctor, but its purpose is to crate a NEED and WANT in the mind of the doctor

This step is technically known as “comprehension” of the product to the doctor with a view to generate an urge in his mind to prescribe the product

Principles of Detailing • Logical and sequential presentation

• Logical build up of selling points

• Binding the minds of the customer

• Hammering the key points

• Giving proof for all statements whenever needed.

Contents of Detailing • Medical detaining is the conversation between the

doctor and the MPOs. • It is a dialogue and not a monologue. • The MPO builds the discussion with doctor on;Name of the product “BRAND”, Indication in which the product is advocatedBenefits that the product can offer to the patients• Detailing should be clear, concise and logical and it

must be enlighten

Contents of Detailing contd...

Detailing should contain the following:What the product is? (Basic Product)What it is used for? (Indication)What it will do? (Action)How it is better? (Comparison)What are the benefits? Thus medical detailing consist of Product

Presentation and Motivation or Persuasion

Contents of Detailing contd…

Name of the product

Indications

Benefits to patient

Medical Detailing

Conversation

Detailing should be

• Complete• Clear• Delivered with confidence• Conviction• Eliminate the competition• Should follow the “AIDA” principle.

Detailing sequence

• The pre approach• The approach• The name of the product• The “you” benefit• The building of confidence• The proper close

Detailing sequence contd.The pre approach:The stage of collecting specific information of customer

before actually calling on him

The approach:Going near to your customer using AIDA principles and make

your call effective

The name of the product:Mention your product name time and again to the doctor as it

help in registering the brand name in customers mind

Detailing sequence contd.

Highlighting the benefits of the product for doctors and his patients.

Doctor always appreciates if we talk from patients angle and not from the angle of the company

Detailing sequence contd.

The building of confidence:How confidant you are about yourself, your product and

company. This confidant will get transform into building up

doctor’s confidence and therefore Objection handling become easier, this is the key to success

Detailing sequence contd.

The proper close:• The close is nothing but whether you have made

any impact on doctor or not.• The impact can be measure in terms of sales • Close the call with the prescription demand is a

must• Always close with a statement such as - “Doctor

May I get at least 2 prescription in today from you so your patient will benefit from our product”

Thank youThank you

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