detaling

1. DETAILING
Dr. Neeraj Kumar Fuloria,
M.Pharm, PhD, MBA, PDCTM
Faculty of Pharmacy
AIMST University, Malaysia 08100

2. • It is an integral part of personnel selling which is thoroughly
rehearsed, memorized and practiced so that when heard it
sounds as its coming as ones own talk about a product
Detailing is a preplanned effective communication
activity done by pharmaceutical companies to educate
physicians about products and to influence physician to
prescribe company’s products.
DEFINITION
(like an actor in films or stage)
• Although script is written by someone else (product
manager)

3. • For e.g. approved scientific information, benefits, side effects,
or adverse events - related to a drug are parts of detailing.
• Pharma sales representatives were once called "detail men”
• Detailing is one of the most important tool of Pharmaceutical
Marketing and advertising.
• But when we details we actually advertise the product to
particular customer to induce them to buy or prescribe.
• There is difference between Plain communication & detailing.
Plain communication can not create customer interest.

4. • Detailing involves a story or script that highlights the
relevant points to doctors/customers to an extent that he
starts prescribing
• Detailing has to be perfect and an ideal mixture of scientific
information, quality of products and manufacturing
techniques used.
• To provide more mileage in short time.

5. • To Advertise company’s product
• To Create and arouse interest in doctors mind regarding
products, so as to influence prescribing habits.
• To emphasize advantages, benefits and salient features of
products.
• To generate more prescriptions
PURPOSE OF DETAILING

6. ELEMENTS OF DETAILING
Detailing/communication is the essence of marketing.
It possess different elements
1. Med. Rep. - The Medium
2. Detailing Aid - The tool (Detailing Folder/
laptop/ tablet/Visual Aid )
3. Voice of MR - The Audio
4. The matter on aid - The visual (Images and write up)
5. Detailing story - The script (information to speak)
Thus Detailing must produce an audio visual impact.

7. DETAIL AIDS IMAGES
Visual folders
Laptop Visuals
Tablet Visuals
IMAGES
Write
Up

8. • There are nine commands for effective detailing
1. Text
2. Voice
3. Handling of Visual Aid
4. Use of Pointer
5. Eye to eye contact
6. Body Language
7. Listening
8. Use of Senses
9. Time management
COMMANDS/GUIDELINES For DETAILING

9. 1. TEXT
- Very Important as entire message depends upon text
- Slight deviation may lead to wrong or misleading or
unclear information.
- Small addition or deletion could lead to misinformation.
- Perfection gives confidence and generates interest.
STEPS OF EFFECTIVE DETAILING
E.g. Doctor do prescribe our product (Wrong)
E.g. Doctor please do prescribe our product (Correct)

10. 2. VOICE - it has various aspects such as
1. Clarity of Speech
- Gives impetus to text and makes detailing strong.
- Helps others to pay attention.
2. Audibility and loudness
- Volume should be sufficient to hear clearly in the
chamber without being too loud or too low.

11. 3. Tone
- Tone express the feeling or sentiments through
voice.
- Words have little meaning but tone have
4. Voice Modulation and Emphasis
a) Modulation (ups and downs of Voice)
- It gives emotions to message and punch to
special areas that need special thrust like Brand
name, Pay off line, opening science etc.
b) Emphasis (gives right connotation to message).
- Emphasis and Modulation both reflects nfidence
level.

12. c) Timing & pause (ups and downs of Voice)
- Speed of speaking should be enough to listen and
understand
- High speed creates difficulty in understanding
- Too slow speed gives right connotation to
message.
- Correct time and speed gives time to think and
creates interest

13. 3. HANDLING OF VISUAL AID/FOLDER
- Correct handling of visual aid assist doctor to read
and see clearly.
- Doctors convenience should be prime objective.
- Recently it was revealed that there should be
minimum three feet distance between prospect
eye and visual aid.
- The visual aid or folder should be at 90 degree
angle to avoid light reflection or distortion in
vision.

14. 4. USE OF POINTER
- Synchronization of speech and pointer should be
done to make doctor concentrate on what is shown
and told.
- Helps to reduce distraction .
- Adds up punches given by modulation
and emphasis.

15. 5. EYE TO EYE CONTACT
- Visual contact with prospect determines the
interest of doctors
- Reflects the confidence level of medical representative.

16. 6. BODY LANGUAGE
- Communication studies reveals that
more than 50% communication is
non verbal.
- Body language act as volume of body.
- A confident professional body language increases
power of detailing
- Body language of customer is equally important
customer body gives feedback signals, and
recognition of those is vital for molding of detailing

17. 6. LISTENING
- Often neglected area.
- efficient listening creates customers interest
7. USE OF SENSES
- Sight, Smell, Taste and touch for communication.
- Effective use of many senses
- E.g demonstration of pineapple taste of a
syrup to doctor for kids

18. 8. TIME MANAGEMENT
- Medical representative has to finish work in a given
time
- Doctors gives time to medical representative what
they deserve not what they require

19. • Good Morning Doctor
• Doctor, we bring compliments from Tesco Pharma, a Duel
force that ensures excellent results in your patients care.
• That is “GECLOX”.
• Doctor, our GECLOX is a combination of Amoxycillin -
250mg + Dicloxacillin - 250mg in form of capsules.
• Please recommend our GECLOX in R.T.I., Dental
Infections, surgical prophylaxis, septicaemia, impetigo,
otitis & also boils.
EXAMPLE – DETAILING STORY FOR “GECLOX”

20. • Doctor as safety and efficacy are your prime concern in
patient treatment. These are the literary evidences for
“GECLOX” safety and efficacy .
• Doctor, GECLOX add power to your prescription in treating
day to day infections.
• So Doctor , What are your views for “GECLOX”
• Can I look forward your valuable support of our “GECLOX”
• Thank you doctor

21. DETAILING AGENT
Agent who details about a product to a doctor or
customer

22. QUALITIES OF DETAILING AGENT
1. Personality
Physical Traits - Health, posture, Speech, & appearance
Mental Traits – Accuracy, alertness, imagination,
Initiative, observation, and self confidence
Social Traits – ability to meet public, and speak about
product, pleasance in nature
Character traits - Honesty, reliability, enthusiasm,
interesting and persistence.
2. Knowledge of Goods
- complete Knowledge about product

23. 3. Professional
- Results focused
- High Energy
- Committed growth
- Original
- Belief in product and oneself
- Customer Beneficial
- Sense of Humor
- Courageous
- Knows people
23

24. Ends With Thanks