• Physician Demand 
  • Figure 3-1: Predictors of Video Detailing Use Comparing Doctors that Use and that are Very Interested in Using Video Detailing
• Delivery Models
  • Figure 3-2: Variety in Live Video Detailing Delivery Models 
  • Vendors

Excerpt

Ever had an experience where you left a store because you felt like you knew more about the products than the sales executive being compensated to help you make a purchase decision? If so, you are not alone. Enter the concept of the video-assisted sales representative. Companies such as ClairVista, Experticity, and Avaya – the global communications firm, have recently launched retail friendly applications ranging from video kiosks to telepresence applications where customers in stores can tap into domain experts through video conferencing tools. While the concept will certainly not appeal to every customer, early pilot projects revealed that a certain segment of customers actually prefer to deal with a virtual domain expert – despite the fact that person is thousands of miles away. If the goal is to provide enough support to facilitate purchase intent, a decision, and support then video is clearly in the early stages of applying best practices in sales along with cutting edge technology.

Many reading this have the following thought quickly come to mind – video conferencing technology has been around for ages, right? The answer is “yes” – the use of video conferencing has been around for decades. Although the early applications were very crude – think pixelated to the extreme for most users – basic video conferencing, through freely available through platforms such as Skype, simply requires the addition of a webcam found for as little as $9.99. So is video conferencing right for every situation or communication? The early evidence says video is still finding its place in the growing array of traditional and technology-based communication tools. Although a growing number of consumers have added webcams to their computer, many of those often struggle to find situations where video adds to the user experience – on both ends. In other words, audio calls or text-based chat may suffice for the vast majority of communications. However, the move towards seamless and more relevant video continues to progress with the addition of high quality (and resolution) webcams as well as the availability of webcams and standalone videophones that simply require an Internet connection to operate.

Moving on to the theme of this research module, what is the relevance of video-based promotion and sales support to the pharmaceutical industry? The very question brings about the evolving debate within the pharmaceutical industry today. What is the role of the rep today – and in the near future? What is the role, and expectation, of customer service from the physician audience? Is the concept of “customer service as marketing” taking hold in such a way that terms like “customer concierge” will continue to make their way into the vocabulary of sales and marketing executives in the pharmaceutical industry? As the industry and physicians go through the process of learning when, where, and how video-based support ultimately fits, the critical test will be to figure out how to extend channel access options without forcing technology as the primary option. It must be a choice – much in the same way the retail store may offer video-based support as an adjunct to the traditional sales representative for those with a preference.

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