Closed Loop Marketing for Pharmaceutical Companies

Succeeding in the pharmaceutical marketplace comes down to how well the sales rep performs while interacting with a physician. The ability to be effective during the point of interaction determines the rep’s value to the physician, their likelihood of building a relationship and ultimately the success of the company. Add globalization, increased competition and a heated regulatory environment to rep performance requirements and today’s pharmaceutical selling landscape is more challenging than ever.

To rise above these challenges, pharmaceutical companies are embracing an innovative approach to increasing the efficiency and effectiveness of reps in the field, cutting overall marketing spend and ensuring compliance during details—Closed Loop Marketing.

Closed Loop Marketing improve sales force effectiveness, sales and marketing productivity and overall company performance by driving more effective customer interactions, capturing the resulting feedback and making it available to home-office marketing teams for more informed decision-making. Sales reps leverage the Tablet PC, and other innovative channels, to deliver more effective and personalized interactions based on continuous feedback obtained in real time, and marketing teams use the data collected during the call to fine-tune existing messages, change tactics and develop new marketing strategies much quicker and more efficiently.

Additionally, Closed Loop Marketing keeps reps on message for compliance and reduces or even eliminates costs associated with printing and distribution of paper-based detail aids. Other benefits include:

• Improved unaided message recall
• Delivery of segmented, one-to-one marketing messages by the sales force
• Optimized sales force productivity with automation of call reporting process
• Marketing compliance on all customer interactions
• Improved return on customer relationship management (CRM) and sales force automation (SFA) investment
• Higher quality customer interactions
• Improved overall sales and marketing effectiveness and company performance