In my years in marketing, I’ve learned many valuable lessons when it comes to the use of materials with the sales force. When we started using digital technologies as a platform for marketing materials, we were eager to embrace these digital technologies and completely forgo the use of printed materials. We quickly learned a few things. Your sales team may not be as eager to embrace the new digital visuals as their only support for selling the product. Additionally, not all HCPs and customers are ready to embrace these digital assets, wanting something more tactile they can review after a rep has left their office. This is going to vary company to company, and within the specialty of the physician. As technology evolves, it is critical to develop not only the right materials, but also consider the proportionate amount of digital vs. printed tactics to support the sales team. A great format of printed material is a one-page flashcard, with easily digestible messages and supporting facts.
When you think about keeping ‘an eye on’ the messaging and materials, keep checking in once a piece is distributed to the field. Developing a small team of experts within the sales organization is an easy way to understand how your materials are resonating with your core audience.
Additionally, the compliance team will often conduct field rides with the reps to evaluate the use of policies set for the sales team. Marketing should keep the sales team updated once materials have been released to set the organization up for success. Communications to the field should let them know about new tactics as well as tactics that are no longer approved for use and how those materials should be discarded.
