Better doctor engagement through CLM. CLM Concept and description.

1. Better Doctor engagement through CLM VSM Software (P) Ltd
Not just software. Total business solutions .

2. INTRODUCTION AND OBJECTIVES
 VSM is a leading software solution provider for Pharma and Medical devices industry
 (Closed Loop Marketing) CLM, and Doctor digital engagement are emerging areas

3. No. of MR s
Emphasis on Compliance
Trend towards > Professional interaction with
doctors
CLM /e-detailing gaining more importance
Sales For e Effe tive ess is a priority
Global Trend in Pharma Industry

4. Higher per capita sales per month (PCPM)
expectation
UCPMP* looming over our heads
Trend towards > Professional interaction with
doctors, especially with Specialties doctors
Greater adoption of CLM /e-detailing
SFE is an increasing priority
India -Trend and Challenges
*UCPMP is Uniform Code for Pharmaceutical Marketing Practices

5. Better Doctor Engagement
Collaboration between teams in Sales and Marketing
Predictive Analytics
Unbridled focus on ROI for every dollar invested in
promotional activity by a pharma company
Industry Priorities

6. Traditional Detailing Closed Loop Marketing
Doctors were more accessible (Push message) Declining Access to Doctors ( Message requires both
Push & pull)
Brand focus (Generalized approach) Customer Focus (customized approach)
Dependence on Pharma companies & sales
Representative for Brand related scientific information
The World Wide web & other channels for any
source of information
Negligible or no visibility to marketing teams on
content usage and message effectiveness
Do tor’s feed a k looped a k to arketi g for
message effectiveness analysis.
Shift in Focus – An Integrated approach

7. Lets not confuse CLM with E detailing
 E Detailing is a technology enabler for
pharma companies to discuss
interactive content with the Doctors.
 E Detailing is an aid to Closed Loop Marketing that
allows doctor interaction by sales to go back to all stake
holders, if implemented right

8. •Capture Doctor interests
and preferences in real time
•Analyze data over a period
of time to understand
doctor interests, responses
and preferences
•Customer Focused Brand
detailing through
technology usage
• Planning, Designing and
positioning Brand content
Marketing
Plan
Content
delivery
Doctor
feedback
Analytics
1. 2.
3.4.
CLM concept

9. CLM Execution - Achieving Success through CLM
If CLM is done right, 2 results can be expected:
 Reaching set objectives
 Maintaining or improving prescriptions
For this
 Important that CLM is executed with perfection
 These good practices are continued beyond the pre-defined period
of execution for CLM practices
 All stake holders do their role—not just the MR

10. CLM Execution – Stake holders
CLM involves at least 7 key stakeholders:
 Sales
 Sales Operations
 Brand management team
 Market Research And Analysis
 Corporate communications
 Legal And Regulatory
 Information Technology

11. Source - Capgemini Consulting Life Sciences
Analytics

12. Do you want to improve sales through adoption of CLM? Please mail us at:
vsm@vsmsoftware.com
Address : VSM Software P Ltd. #8, High Tension Park Road, Chandra Layout, Bangalore 560040
Phone : 080 – 42982121
Website : www.vsmsoftware.com
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