By Abdul Gafoor, Business Head- Sewell, Nigeria
"Detailing" is one of the most important tools in pharmaceutical marketing & advertising.
There is a subtle difference between normal communication & detailing. When we detail, we are actually advertising the product to a particular targeted customer, to induce them into buying or prescribing it.
“Detailing” is an integral part of personal selling which is thoroughly rehearsed, memorized and practiced. Detailing story highlights the relevant points, the unique selling points of the brand raising the doctor’s interest to an extent that he prescribed. This slowly creates a brand image.
Detailing has to be perfect and with the ideal mixture of scientific information, quality of product and the manufacturing technique used. This will provide maximum mileage in the shortest possible time. Keeping in view the time constraint that one has in the doctor’s chamber.
