Dariusz Goźliński

“Po pierwsze nie szkodzić!” – tak powinna brzmieć pierwsza zasada obowiązująca w działaniach komunikacyjnych w obszarze farmaceutycznym i prawnym.

Kim jestem?
Pasjonatem marketingu i reklamy. Silnie związanym z branżą farmaceutyczną i pokrewnymi. Tworzę i zarządzam kampaniami reklamowymi w tym z użyciem social media w działaniach dedykowanych do lekarzy i pacjentów. Zawodowo jestem założycielem i dyrektorem zarządzającym agencji GreyTree. Od 2002 r. związany jestem z marketingiem i reklamą ograniczoną prawem. Współpracowałem między innymi z takimi firmami jak: Unilever, Jelfa, Sanitas Group, Adamed Healthcare, Blau Farma, Chance, Genexo, GAL, Heel Polska, Symphar, Sun Farm, Almirall, Ipsen, HiPP, Alpen Pharma czy Krewel Meuselbach.

Pozdrawiam,
Dariusz Goźliński
tel. +48 22 628 53 61
e-mail: d.gozlinski(at)greytree.co

A trader knocks three times?

14 czerwca 2012
A trader knocks three times?

A trader comes to the customer. He opens the briefcase and…? The customer looks through the flyer, analyses in details the statistics printed on paper, checks products samples, all the time listening to our representative? Then without deep thought makes an order, signs a contract or makes a purchase? Let’s not be naïve! The reality in direct marketing does not look like this… For effect, for profit…

Even the best products and services will not sell if no one knows of their existence, the correct advertisement won’t reach end user, and our sales consultant will not be able to attract and convince the deciding persons to make a purchase. Therefore, we are planning promotional campaigns, prepare marketing materials and train tradesmen, all in order to achieve measurable business effect, the profit.

Our salespersons, however, face a number of problems. Not every client can be met in person – if only because of lack of time on the part of a potential buyer or decision maker. Moreover at the entrance to many companies there is an inscription discouraging such practices, but this is not a hindrance for a good trader. Worse, if for a meeting with potential partner one has to stand in a queue behind others. For example, for a doctor, visits for a medical representatives with product brochures is practically a daily thing. How to stand out and make sure that it’s our message and offer that is remembered in that case? The solution is a edetailing system, that is interactive presentations, multimedia in the service of sale representatives using PC tablets, iPads and dedicated websites, that can also be enhanced with e-sampling.

edetailing.co, a step further than yesterday

pharmarep.co

pharmarep.co

The potential and also effectiveness of the edetailing systems lies primarily in interactive presentation that engages the receiver and invites to actively participate. Attractive way to present the information is one of the key elements. Aid and technological support in this case are, for example, Flash, video, PowerPoint, free or commercial applications to manage statistics and generate performance reports, devices such as handy PS tablets and iPads. What’s more, the commercial offer in the form of informational-educational or directly advertising presentation can be available on a dedicated website.

Remember, that the most important thing should be the interaction with the customer and maintaining high level of interest until the very end. We can do this if, and only if, the presented materials will be tailored to the expectations and needs of the other side, will have the appropriate visual setting and also allow for customer involvement. Finally the receiving person of an edetailing presentation does not have to be a passive consumer of the multimedia content. He should became our partner and together with us and our salesperson co-create the further part of the presentation – became it’s active user, who chooses different options, takes part in polls, even simple games and quizzes. Involvement in the interaction of our buyer, decisive person, business partner not only increases the concern, but also captures in his memory the information, including service name in the form of insurance package, offer of the construction wholesale network, name of the medicine, it’s benefits etc.

Remember, that the most important thing should be the interaction with the customer and maintaining high level of interest until the very end. We can do this if, and only if, the presented materials will be tailored to the expectations and needs of the other side, will have the appropriate visual setting and also allow for customer involvement. Finally the receiving person of an edetailing presentation does not have to be a passive consumer of the multimedia content. He should became our partner and together with us and our salesperson co-create the further part of the presentation – became it’s active user, who chooses different options, takes part in polls, even simple games and quizzes. Involvement in the interaction of our buyer, decisive person, business partner not only increases the concern, but also captures in his memory the information, including service name in the form of insurance package, offer of the construction wholesale network, name of the medicine, it’s benefits etc.

Different edatailing systems

closed loop marketing

closed loop marketing

There are several edetailing systems on the Polish market. We can choose either just plain and simple slide-after-slide presentations or in the most powerful versions interactive multimedia allowing for interaction with the customer. In both cases we can talk about the use of PC tablets, iPads and websites, which serve as a technological carrier for an edetailing system. When deciding to use an edetailing solution it is worth to check in advance the possibilities of offered systems and compare them with our expectations.

Why the trader has to knock three times?

A few visits ba a trader ? And isn’t it better to increase his efficiency in the first time?

Not only equip him with interactive multimedia, but also support with concurrent operation in the network in the form of additional presentations and e-sampling? One meeting with our business partner or one visit to the customer’s home should be enough to acquire his concern with our offer. Edetailing is such a solution, which in practice displaces the traditional direct sales model based on paper (brochure, flyer, printed surveys etc). On the strong side of edetailing systems are for example: virtually unlimited ability to create effective communication, technology, reports and statistics in real time, and all that at a relatively low cost and calculable ROI. Edetailing is considered to be not only an interesting novelty, one might want to check, but by the increasing number of companies as one of the most effective direct marketing tools.

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