Electronic detailing (or "e-detailing") refers to the digital way in which pharmaceutical companies present sales content about a specific drug to healthcare professionals.
While this information used to be only in print, companies are increasingly opting for sleek mobile devices and websites for presentation. Sometimes they gamify the information to increase client engagement and track client progress through the material.
Risks of Working with E-Detailing Content
The rise of e-detailing only magnifies the need for structured content and a component content management system (CCMS). Using traditional tools (MS Word, MS PowerPoint, or Adobe InDesign) the highest-risk content (i.e., the content that must be correct or else your company could be sued) is copied manually from source material. Non-experts edit the content to make it fit grammatically and visually within the e-detail context. It’s in this sequence of copying, pasting, and modifying the content that most errors occur.
Mitigating Risks with E-Detailing Content Using CCMS Technology
Structured authoring with XML and a CCMS to manage that content offer an attractive alternative to the risks highlighted above. Instead of copy/paste/modify to reuse content, writers “link” to approved source material. Linking allows content approved by experts to be inserted verbatim into e-detailing presentations. There’s no chance for errors due to changes made by non-experts.
CCMS Improves Other Aspects of E-Detailing
In addition to decreasing the risk of litigation due to inaccurate content, TransPerfect’s GlobalLink CCMS technologies improve the efficiency of producing e-detailing content in the following ways:
- E-detailing content, when created as XML and stored in a CCMS, can be translated more efficiently, which shortens time-to-market in foreign-language markets.
- Gamification logic can be separated from content, allowing software teams to focus on the game-like user experience. Content can be developed in parallel with gamification logic, further reducing time-to-market for e-detailing content.
- Tracking capabilities allow content teams to isolate the graphics and descriptions that don't resonate with clients.
- Building content in a GlobalLink CCMS allows teams to repurpose the content in emails, presentations, and other forms—all from the GlobalLink CCMS interface. No need to export content to different authoring applications!
A CCMS is the ideal tool for efficient and streamlined e-detailing content creation and management. To learn more, schedule a demo today.