Closed loop marketing? Is it realistic in a world of pharmaceutical marketing regulation?
There is a lot of noise in pharmaceutical marketing around the area of closed loop marketing or CLM. But what is it and is it realistic in the highly regulated arena of Pharmaceutical marketing. A good way to understand CLM is to compare it with more traditional approaches like advertising. In the past the only way to communicate was by providing exactly the same information to everyone, in roughly the same way, and at the same time. A one size fits all strategy; it works by seeking to gain customer attention by being louder. Double and triple page advertising spreads in medical press are an example of the loud and proud approach.
CLM aims to deliver messages in a very different way. Rather than trying to shout louder, it aims to understand the customer better and deliver communications that are more relevant and interesting. This is made possible by software and platforms that allows for feedback from a defined group of customers; both with regard to what they want to hear on a particular topic and also on how they access the information.
So that is the theory what about the reality. There are a number of steps in the CLM cycle that need to be completed for a true CLM approach, The 4 A’s
- Access – Subscribers / Engagement
The idea is to invite medical professionals to engage in the communications channel of their choice – whether e-detailing, e-journals, websites, apps or video conferencing.
Straight away experienced marketers will know that this is easier said than done. If the perceived content is too promotional then very few health care professionals (HCPs)will sign up, if there is no promotion will marketing budget holders tolerate the activity. So a balance is required and often the best results are obtained through third party publishers and content providers that HCPs trust. Will the activity you require get through medical/ legal sign off in a timely fashion?
2. Account – Metrics / Who What When
As HCPs interact with your content and platforms then metrics are generated, through these interactions you learn more about their interests and online habits.
The metrics generated are however very dependent on the content and the quality of the subscriber / Opt-in database. Good quality independent content is a publisher’s role and these skills will need to be bought in or content purchased from third parties. The Opt/in database also needs managing and clarification. Positive opt-ins for a specific therapy area or title must be respected to have maximum success, again these can be difficult for Pharma companies to generate and manage. Content is King, but the Positive Opt-in database is Queen!!
3. Analyse / Evaluate
So each time the HCP interacts with one of the communication platforms, you can learn more about their needs. Data analysis will show which channels and platforms have been most successful and which communications engage customers the most. The effectiveness of the communication can be measured on a geographical and on an individual level to enable relevant action to be taken.
Often there is a wealth of information available and rather than get bogged down in statistics and figures, selecting a third party to do this for you maybe an easier way forward
4. Action- Respond / Refine / Redo
If done correctly the database of HCPs should be continuously updated and segmented. When this happens it gives you the opportunity to refine your communication and match HCPs need and interests to their knowledge level. When you provide HCPs with relevant and high value information & services it can only help builds great business relationships.
Often there is a decision to be made once the process of CLM is complete. Do you carry on with the same messages defined by product and global marketing departments or do you act on the new evidence presented from your CLM campaign?
CLM can be performed by pharmaceutical marketing departments but often they will need to outsource some of the skills and activities to get the maximum out of the campaign.
Top Tips for CLM
Create custom content built on variable customer data (OR GET SOMEONE TO CREATE IT FOR YOU)
Match custom content to opt-in database of physician profiles for immediate relevancy – Physician demand (Use 3rd party Opt-In databases for optimum results)
Deliver content on multiple platforms including mobile platforms for maximum and easy access (Don’t only use your own, use as many platforms as possible, Coke Cola doesn’t sell in only one shop!)
Integrate with other factors of marketing mix (Events, Sales Force, print, CME/CPD)
Add geographical variability
Include Video and more Video (Keep it short no more than 180 second snippets)
Use Email marketing
Create Multi Channel campaigns with precise targeting and with instant change capability based on feedback from Sales force or HCPs
A good CLM campaign can help with:
Campaign budgeting
Campaign planning
Marketing analytics
Custom Reporting
Multi-Channel Marketing
Market Intelligence
About IMI
IMI International Medical Information have been producing content for HCPs for the last 12 years. Over this time we have built a positive Opt-In database of 360k HCPs in 29 different countries. The database is audited on an annual basis in concordance with the EU data protection act. IMI have delivered award winning campaigns including Selling without a Sales Force . IMI have also been responsible for creating HealthPRzone.com, the first Pan European portal for PR releases as well as MedicalCPD .com a web site that complies with the gold standards of online CME/CPD laid down by EACME. Content is King but the Opt-In database is Queen!
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