The document discusses how pharmaceutical marketing is becoming more complex as chronic diseases rise and patients and policymakers influence prescriptions more. It argues that multichannel marketing offers a solution but requires powerful technology to integrate disparate tools like CRM, eDetailing, and sales tools. Closed loop marketing is described as sales teams reporting updates that marketing then uses to evaluate effectiveness and gain customer insights to refine messages. True closed loop marketing relies on linking CRM, eDetailing, and sales tools to generate analytics, customer insights, inform strategy, and drive sales and cultural change. Integrating these platforms could deliver powerful benefits for pharmaceutical companies.

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2. The future of pharmaceutical
marketing looks very different
to how it did just a few years ago.

3. With predictions forecasting that chronic
diseases will continue to rise and that patients
and policy makers will have stronger influence
over prescriptions, the market and its audiences
will become ever more complex.

4. Pharma is a great example of how
disparate technology can cause real
problems in the implementation of a
solid, structured multichannel campaign.

5. CRM, e Detailing and sales tools dominate in
pharma sales and marketing but commonly they
operate separately from each other making more
work for everyone involved – which often results
in underutilisation and lack of ROI.

6. Multichannel marketing (MCM) offers the answer, of
course, but can only be fully utilised with the help of
powerful technology - and therein lies the challenge.

7. THE WHOLE
IS GREATER
THAN ONE

8. Deploying a multichannel approach to marketing,
backed by the use of advanced analytics, could help
pharma evolve and secure a successful future, but
remaining inactive in this area would be a dangerous
course to follow

9. We’ve seen a cultural change in the healthcare
industry and encouragingly many in pharma
have embraced the digital age.

10. even medical
sales reps.

11. Understandably, sales teams were historically
reluctant to spend time updating records –
they’d rather be out in the field conversing
with physicians

12. but, as the industry has evolved, many realise that
data capture is an essential part of their job and
not just a time consuming task designed
by decision makers to generate more
reports.

13. The information gathered
by sales reps is gold
and everyone knows it.

14. The greater the audience insight, the
more marketers can refine the messages
and personalise communications.

15. So, it begs the question as to why the
tools used by sales reps aren’t linked
with the tools used by marketers.
?

16. In order for multichannel marketing to really work,
marketing decision makers and medical reps need to
start viewing their apps and tools as an ecosystem
where each individual part feeds in to another.

17. How?

18. Technology must integrate to enable
the key departments to speak to each
other and share vital data.

19. It is time to start
linking the platforms!

20. CUSTOMER
Knowledge
Who should
it be driven by?

21. A question that often arises in pharma is one
around customer knowledge and experience.
Should it be driven by sales or marketing?

22. !In actual fact, the clue’s in the question:
it should be driven by the customer

23. Case studies have shown that customer
centric marketing is essential for MCM
success and this is something that every
department can contribute to.

24. Medical reps are on the front line
when it comes to the customer.

25. They head up one of the key offline channels in
MCM, and they have first hand knowledge of the
preferences, triggers and barriers felt by each
physician they meet with or speak to.

26. They know which marketing messages
work and they know what information
needs clarifying or strengthening.

27. They see which channels have impact
and those that need refining.

28. They understand a physician’s frustrations, concerns
and desires regarding patients, disease management
and products.

29. They can feed back incredible insight to head office
and they can feed marketing information from H/O
back to the prospect.

30. In short, they’re an essential
part of the marketing mix.

31. However, they’re not
in the position to see
the big picture.

32. Remember, Effective stories focus on one
meaningful message, told creatively and
consistently across a variety of digital and
non-digital channels.
!

33. It’s never been in question that both parties need
each other so imagine what could be possible if they
had access to the information each held, the instant
they need it?

34. If a pharmaceutical brand craves real power, the
answer lies in coordinated across-department
collaboration, automated integrated technology,
and greater visibility of data between departments.

35. to close the loop.

36. So what is
Closed Loop Marketing
(CLM) you ask?

37. Closed loop marketing (CLM) which, as well as being
another big buzzword in the pharmaceutical market-
ing world alongside MCM, it also carries some real
weight on what ‘should’ be happening in the industry.

38. CLM basically means that sales teams report updates on
leads, marketing then uses that information to evaluate and
analyse the effectiveness of the marketing, which in turn
gives them greater understanding of the customer and
channels, which helps them to validate or refine messages,
which they feedback to the sales teams.

39. This 360-degree reporting is widely
understood but poorly implemented
because, without the right systems
and processes in place, it’s not that
easy to pull off.

40. CLM, just like MCM, relies on
a well-stocked CRM system,
a robust eDetailing tool,
a real-time view of sales activity and performance, and
open lines of communication between sales and marketing.

41. LINKING THE
BIG GUNS IN
MARKETING
TECH

42. Tomorrow’s technology needs to strike the balance
between offering a sophisticated back-end to auto-
mate and manage the growing complexities and
scale of data,

43. …but with a simple and straightforward front end
that offers the user (whether that be a medical rep
of marketing manager) a pleasurable experience
with an easy to use interface that can switch
between platforms.

44. The industry needs to look forward to a time where
CRM, eDetailing and Sales Performance software
come together to deliver an immensely powerful eco-
system that feeds in information, pushes out in-
formed marketing, and drives sales.

45. Think about it:

46. together, these platforms
have the power to:

47. Generate real
time analytics
and continuous
research

48. Deliver deep customer
insight from multiple
audiences

49. Inform
marketing
strategy

50. Direct customer
communications

51. Drive cultural
and behavioural
change internally

52. Deliver strong
brand stories

53. Automate sales
management

54. Allow instant
inter-departmental
communications

55. Motivate
sales teams

56. Join up thinking
throughout the
company

57. Improve
the customer
experience

58. Become more
efficient and
reduce costs

59. Increase
sales

60. That’s the
wish list
right there!

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