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MBA final paper - English summary

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Final paper for MBA on Business Management - How to improve productivity on physicia's calls by implementing CLM, closed loop marketing and digital tools.

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MBA final paper - English summary

  1. 1. INDIVIDUAL FINAL PAPER MBA, BUSINESS MANAGEMENT BUSINESS PLAN FOR A DIGITAL MARKETINGAGENCY FOCUSED ON IMPROVING PHYSICIANS’CALLS BY IMPLEMENTING CLM - CLOSED LOOP MARKETING By IVANÉSIO CARRILHO RODRIGUES BUSINESS SCHOOL SÃO PAULO SÃO PAULO 2011
  2. 2. ABSTRACTThis final individual project aims to present a business plan for a company Specialized inProductivity in the Physician’s Calls and Able to Implement the Tools for CLM – Closed LoopMarketing.This company will innovate by bringing communication solutions for the pharmaceuticalindustry, enabling the promotion of brands in a much more impacting form among physiciansby making use of digital technologies systems. With that in mind, an AGENCY comes up withthe capability to bring information technology and creativity together so that advertisementcampaigns are powered by the CLM to leverage sales for companies that have been in a salesplateau and using the old fashioned way to promote their products to prescribers (physicians).Improving the relationship among pharma industry, the physicians and patients.During the last years various factors have pressured the communication of health productsbetween the pharma industry and the physicians.This industry invests millions per year in promoting their brands aiming to gain mind share butthe communication methods used are very old, still depending on talented sales representativeswho need to be in front of the physician to do his/her job. This segment could not takeadvantage of new technologies and urgently needs to innovate, creating a new communicationmodel.The communication so carefully prepared by the product manager very often does not reach thefinal destination (the physician) in a proper way.Because of the loss of patents for health care products, the low level of new releases andinnovation or, in other words, the commoditization of the pharmaceutical products, thephysicians do not think it is relevant to receive sales representatives and their promotions.Physicians receive various promoters per day, from different laboratories, talking about thesame molecules (active principle). This relationship between the physicians and the salesrepresentative should be relevant, changing from the product to a customer (physician) focusedrelationship.CLM is required because each physician has a particular need and is convinced by differentarguments like: concept (studies), innovation, price, experimentation, relationship, etc. Thus,mass marketing used today is not enough and even the clustering segmentation does not entirelysolve this problem. It is clear that we are under a trend to use “personalized marketing” or one-to-one marketing.Today it is 100% up to the sales representative to identify and treat each physician’s profileadapting promotion in each case. This is roadblock and does not help, for example, a productmanager to have a broad view of the prescribing market. Such a lack of vision does not allowthe product manager to place solutions or corrections to the promoting path that could leverageprescription resulting in a better sale result for his/her product. The on going information flowprovided by the CLM system along with the support of analytical systems makes it possible topredict the way ahead with much more efficiency.
  3. 3. The mission of this company will be: “Create innovative solutions for the pharmaceuticalindustry to communicate with physicians, in an effective way, making this relationship relevant,creating value and opportunities for the investors, co-workers and partners, through digitalmeans and the use of differentiated technologies and intelligence.”Main functions for the agency:  Integrate traditional marketing with new technologies where customer relationship can be monitored, managed and inspired towards brand conversion.  Offer digital products and services for the pharmaceutical industry based on the already available technologies enabling powerful solutions centered in the customer for the digital era. The power of the Closed Loop Marketing and its approach allow for prediction and satisfaction of customer in an individual manner while precisely measuring ROI (return on Investment) in marketing as well as the marketing efforts compared to achieved sales.Key words: CLM, closed loop marketing, productivity in the pharmaceutical salespromotion, commercial relationship with physicians.
  4. 4. SUMÁRIO1 Introdução à Idéia/Negócio .....................................................................112 Justificativa do Negócio ..........................................................................16 2.1 Os passos para o CLM ..................................................................203 Análise do Mercado consumidor e fornecedor ........................................23 3.1. Cenário Setorial ...........................................................................23 3.2. Análise Situacional da Empresa ..................................................26 3.3. Análise PFOA - Potencialidades, Fragilidades, Oportunidades, e Ameaças ..........................................................27 3.4. Análise Setorial ............................................................................31 3.5. Análise da Concorrência ..............................................................35 3.6. Análise do Mercado .....................................................................404 Plano Operacional ...................................................................................415 Análise Econômico-Financeira ...............................................................436 Estratégia Comercial ...............................................................................477 Conclusão ................................................................................................488 Referências Bibliográficas ......................................................................49

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