Visual Aid acts as the first impression & the most important marketing tool for any pharma companies.
Pharma visual content writing is an art. Effective use of visual aids depends upon the content present in the visual aid.
Recently I had an opportunity to impart product training for one of my new start up pharma clients.
The MD of the company expressed his concern about his team saying that “Even if doctor gives enough time to detail none of my team members would be ready or interested in detailing Usp’s or bullet points given in the visual aid”.
They used to just detail the brand names and punch lines.
So, he requested me to conduct visual aid briefing session (visual aid content prepared by someone else).
After briefing the visual aid I really understood the difficulties of the sales team and reasons for which his team couldn’t detail.
I observed the following below things in the visual aid:
1. The Visual aid content was full of Acronyms , for example DPAT, MACE, LVM,BPMS, etc
2.Lot of jargons were used which was difficult to pronounce
3. Too Many Bar diagrams and Graphs without headings
4. Many Symbols were used
5. Same punch line for few brands
6. Brands without proper composition and dosage forms
7.More than 7 bullet points in a single page
8.Font size of the content was very small
9.Same positioning lines for brand extensions
10.Lengthy sentence
As a brand manager and Visual aid content writer it is our responsibility to prepare proper quality content .
Our content must contain advanced info of the brand, needs to be simple ,relevant, understandable, clear and concise etc.
Let’s prepare user friendly content that allows the medical reps to detail confidently, quickly without any hesitation.
It’s always not fair to blame an MR for not detailing. #Pharmadetailling #Pharmamarketing #visualaidcontent #pharmaceuticalsales
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