Practically every industry faces the challenge of marketing and sales alignment. But in the life sciences space, the ownership of key communication tactics is met with some confusion. Many multichannel communication tactics touch both the marketing and sales organizations. This is especially true with eDetailing.
With the economic turmoil of 2008, many firms were forced to reduce spending across the board. This spending restriction is still occurring today, and pharma, biotech and medical device firms are forced to do more with less. One major consequence is a reduction in the sales force. This places an added strain on firms where only 56% of prescribers are willing to meet with reps, and that interaction averages only 98 seconds. 
Today, e-detailing has come as a welcome solution for sales directors looking to connect with physicians in a more efficient manner, and market access managers looking to enhance the impact of their value communication strategies.
eDetailing includes everything from targeted emailing to sample ordering, even live online product presentations. In the past, a sales rep may have waited hours in a reception room before being offered a brief window to present a product to a physician. Now, with e-detailing, firms can establish brand awareness, increase familiarity, and facilitate sales, using remote marketing that does not always require a face-to-face meeting.
Advancements in technology have allowed digital marketing communications to reach the same level of 1:1 personalization often delivered by a sales rep. And with the sales tools found in CRM and Marketing Automation technology, sales reps are now enabled to deliver those marketing communications, further customize the message while remaining compliant, and focus on those opportunities that demonstrate the highest level of engagement. Productivity and effectiveness are increasing for both marketing and sales.
So who now owns the eDetailing process, marketing or sales? The answer is, neither. The Health Care Professional now owns the eDetailing process. With Marketing Automation technology the HCP now controls the volume and type of content received through subscription centers and their own Digital Body Language. They decide when and where the eDetailing occurs as well as how the eDetailing follow-up is managed. They can proactively manage the relationship with the firm, and indicate which content best educates them. By empowering the HCPs, firms implementing this technology create a more positive experience for the HCP. HCPs can focus more attention to patient care, while developing a more positive sentiment about the firm.