Closed-loop marketing analytics focuses on integrating physician behavior and attitudes into sales and marketing processes to drive informed decision-making, with analytics serving as the core of this strategy. The document outlines the importance of quantifiable metrics in assessing the financial impact of marketing efforts, emphasizing that traditional metrics often lack objectivity. Key operational questions are addressed to enhance business understanding and improve revenue-generating activities through targeted marketing strategies.

1. Closed-loop Marketing AnalyticsThe 62.5% Question

2. Analytics Defined:Analytics leverage data in a particular functional process (or application) to enable context-specific insight that is actionable.Source: Gartner

3. Closed-loop Marketing Analytics Defined: Day-to-day ImpactHolistic Analytics = Describe what is going on?+Explain why is it going on?+Establishobjective metrics

4. Closed-loop Marketing Defined:Driving Evidence-based Decision-makingClosed-loop Marketing (CLM) refers to a business process where physician behaviour and physician attitudes are captured, analyzedand integratedinto the sales & marketing process.

5. Analytics: The “Holy Grail” of Closed-loop MarketingQuantifiably proving the financial / prescribing impact of Closed-loop Marketing

6. Traditional Closed-loop Marketing Metrics:Subjective / No Quantifiable Impact More effective customer interactions.

7. Reduce cost and add flexibility over paper based detail aids and reprints .

8. Lower administrative cost and better data with automated call capture.

9. Minimize Compliance Risk by taking control of your content.

10. Increase in Physician commitment to the brandTraditional Closed-loop Marketing Metrics:Subjective / No Quantifiable Impact Rep credibility increased

11. Physician Preference for tablet detailing

12. Ease of call reporting

13. Enabled longer calls

14. Impact versus a paper-based detail

15. Easier for Rep to handle physician objections

16. Usage by repsWhy 62.5%?Closed-loop Marketing is 62.5% analyticsThe remaining 37.5% is driven by analytics25%25%12.5%

17. Why 62.5%?Step #1: Analysis of Data RequiredLearn from campaign experience by measuring campaign results and automatically feeding that intelligence back into the system to fine-tune future campaigns

18. Why 62.5%?Step #2: Analysis of Data RequiredPlan the most effective marketing campaign offers and strategies.

19. Why 62.5%?Step #3: Analysis of Data RequiredTarget campaign activities to tightly defined market segments with high propensities (probability) to prescribe.

20. Why 62.5%?Step #4: Captured Required DataAct on those plans by Delivering promotional activity and support programs that are in sync with defined business opportunities & capture the dynamics of the interaction for later analysis.DeliverCapture

21. Why 62.5%?In SummaryAnalytics represent the bedrock of Closed-loop Marketing – the core process or supporting the core process

22. In Summary: Closed-loop Marketing Vendors & AnalyticsThe 12.5% solutionSole focus of CLM is currently on tablet based detailing (the ACT phase)

23. Closed-loop Marketing AnalyticsEstablishing an Operational Framework

24. Closed-loop Marketing Analytics:Key Quantifiable DeliverablesIncrease brand revenues

25. Build business case for Closed-loop Marketing

26. Deliver true ROI from CLM investment

27. Recognize the customer base as a manageable financial asset

28. Improve operational efficiency on key revenue generating metricsThe Power of Closed-loop Marketing Analytics:Traditional “Analytics” / ReportingAggregate ReportClosed-loop Marketing AnalyticsFrom Rx Pad Back to Aggregate

29. The Power of Closed-loop Marketing Analytics:Drilling DownCorporateBusiness UnitBrandRegionTerritoryCustomer SegmentIndividual CustomerBusiness UnitHIV/AIDSBusiness RegionNortheastTerritoryXXXXCustomer Segment(s)Growth Segment(Dr. Dan Bowers)

30. Closed-loop Marketing Analytics:Key Operational (sales/marketing) QuestionsImpact on BusinessKey QuestionDefines the opportunity dynamics of the business relationshipWhere are we?Objectively describes the state of the business relationshipWhere are we going?Objectively measures the impact of promotional activityHow do we get there?Establishes an objective customer development milestoneWhat’s our progress?Objectively calculates customer profitability in terms of the protracted Pharma selling process Are we making any money?

31. Closed-loop Marketing Analytics:Tracking – Financial ImpactUnrealized RevenueWhat is going on?7 performance metrics impacted by Closed-loop MarketingEqual to ~10-30% of revenueSub Optimal SpendingWhy its going on?8 metrics that impact the Performance MetricsEqual to ~12-15% of revenue

32. Closed-loop Marketing Analytics:Performance Metrics Impacted by Closed-loop MarketingExample - Metric #1: Basic functionality of a Closed-loop Marketing system:Brand Opportunity and Promotional Activity in synchronization.Sales Issues - AnalyzedIf the message delivered is in synch with the immediate brand opportunity: - relevancy to the physician - relevancy to the brand

33. Closed-loop Marketing Analytics:Performance Metrics Impacted by Closed-loop MarketingExample - Metric #1: Basic functionality of a Closed-loop Marketing system:Brand Opportunity and Promotional Activity in synchronization.Marketing Issues - AnalyzedSupport programs/materials are in sync with Primary business opportunity - relevancy to the physician - relevancy to the brand - relevancy to the sales force

34. Performance Metrics Impacted by Closed-loop Marketing:Brand Opportunity and Promotional Activity in SynchUtilize a Sales Continuum to define physician position.ValueGrowth ThresholdAcquisition ThresholdTimeDefinable: Opportunities / Objectives / Customer Issues / Promotional Strategies / Promotional Tactics / Promotional Channels / Contact Frequency

35. Performance Metrics Impacted by Closed-loop Marketing:Brand Opportunity and Promotional Activity in SynchA CLM system with a robust analytical capability would answer:

36. Right product being targeted

37. % of calls not in synch

38. Cost of calls

39. Impact on NRxs / customer share

40. Impact on Revenue – unrealized revenue

41. % of CME event non-target audience members

42. Impact on Lifetime Value

43. Promotional materials utilized against defined opportunityClosed-loop Marketing Analytics:Does Your CLM System Deliver Analytical Functionality

44. Closed-loop Marketing Analytics:Holistic Analytical SolutionProductClosed-loop Marketing Application“Is my Closed-loop Marketing program impacting performance?”Analytical Tools“Is my Closed-loop Marketing program increasing sales?”“Is the Closed-loop Marketing system defining the right strategy being employed?”“Does my Closed-loop Marketing system need to automate the opportunity definition process?”“Is the messaging delivered by the Closed-loop Marketing system in sync with the opportunity profile of the physician?”“How does my Closed-loop Marketing system track campaign effectiveness in near real-time for our new product?”Analytical/Solution Tools“Is the surveying functionality of my Closed-loop Marketing system capturing data / information that will impact promotion?”“Is my brand strategy a barrier to maximizing revenues?”

45. David Delong, Chief Customer EvangelistThe Customer Management Group(800)-477-0907ddelong@cmg-pharma.comQUESTIONS