Posts Tagged ‘CRM’

Is it Digital Marketing or just Marketing?

In a recent article about the future of pharma, Craig DeLarge was quoted extensively about how to organize a “center of excellence” within a pharma company to ensure it is taking advantage of digital tactics and multi-channel marketing. He sees this as the first step in the process of digital transformation for pharma.

marketing dig ageWhat his remarks drive home is the fact that digital and marketing aren’t separate disciplines. “We are marketing in the digital age,” says Craig. This means that marketing and digital marketing shouldn’t be seen as two separate initiatives or even act in a parent-child relationship. Yet very often that’s what happens as evidenced by the typical marketing budget process.

Marketing in the digital age is still marketing, but technology now enables a custom marketing mix that’s appropriate for our product and our audience. It’s not simply a case of adding a few new online or mobile tactics to the marketing mix. That’s just a recipe for adding more promotional noise, without the benefits that we can get from digital.

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Closed Loop(s) Marketing – It’s More Than Pharma Sales Rep Tablets

As I re-read a recent Gartner report on Closed Loop Marketing (CLM) in pharma, it struck me that while Gartner was very focused on the shortcomings of current tablet-based sales applications for closing the sales rep-physician loop, they missed two other equally important brand-customer loops.

closed loops editedI’d suggest that there are three “loops” that need to be closed. And closing them would provide a lot more effectiveness in marketing.

First, let’s briefly touch on the sales rep-physician loop that Gartner’s analyst Dale Hagemeyer focused on and that most brand teams and agencies think of when they talk about CLM.

The Sales Rep – Physician Loop
Gartner’s point is that sales forces are underutilizing tablet technology and that this major investment in mobile presentation devices has not resulted in any true brand differentiation. In fact, for most companies Gartner talked to there wasn’t even a good business case for investing in sales rep tablets. According to interviews with 63 pharma clients, Gartner was consistently told, “We don’t have a business case. We simply have to have them because everybody else is getting them.”

As a result of this non-strategic implementation of interactive detailing, it’s no surprise that the tablets are simply another show-and-tell device, and with 85% of sales forces now equipped with the technology, their use provides no competitive advantage. The real power in tablet technology is the ability to collect individual physician data for analysis and the generation of insights at both the individual and aggregate level. This is a major missed opportunity and is one reason why the ROI on CLM hardware investments has not lived up to its promise.

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The internet as intelligence

In most of my conversations with health care marketers, campaign strategy is not complete unless it includes an internet strategy. Everyone wants and needs an internet strategy (and now a mobile strategy, too) to stay relevant.

Usually when people talk about using the internet for marketing, they are thinking of it as a promotional channel. Call it digital marketing, non-personal promotion, or online communication, it doesn’t matter. The point is that for a truly integrated marketing plan these days, there needs to be a set of online tactics to make it complete.

But there is something missing from this picture. Yes the internet is a convenient, cost-effective promotional channel. It doesn’t require sales reps or postage or expensive TV buys. It’s the internet, and everyone is connected. So there you go, right?

No.

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