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To accurately evaluate call effectiveness and success of various marketing campaigns, pharmaceutical marketers need to be able to “close the loop” between calls and prescribing behavior.
While most pharmaceutical companies recognize the importance of closed-loop marketing (CLM), most reps are still far from understanding how to use CLM data to customize their calls for each provider—or the rationale for doing so. In the future, a rep may become more of an “account manager” but in most companies reps still have a long way to go in understanding how to apply CLM data to future HCP encounters.
A Customer-Centric Approach to Pharma CLM
A PharmaVoice article, “Closing the Loop on Pharma Marketing,” points out that the additional data CLM provides could be used to make the company more customer-centric. For example, using CLM data will prove that well-executed programs have interactivity, allowing HCPs to vary the message based on their interests.
“[With...]new technology, companies have the ability to individualize the message to solve individual needs.”
According to a TGaS Advisors study mentioned in the article, however, companies are tracking clicks but not using the data. As Morton Hjelmsoe of Agnitio USA notes, companies need to update their thinking around their promotion and use pharma CLM as the tool to measure success.
This gap between potential and actual use of pharma CLM data provides an opportunity for companies selling to pharmaceutical clients. Master data management needs to evolve, including the integration of CLM data with existing HCP information, so that models and insights can be extracted from the data to support CLM strategies.
In short, new data streams need to be developed and new services need to be created to harvest the value of pharma CLM data.
Pharma Acumen has experience helping companies that serve pharma develop new services and the capabilities to address the adoption of CLM data. For more information, contact us.