Marketing Director at Avenga
Closing the loop in CLM is about having a clear and solid understanding of the efficiency of your marketing efforts. Reaching out to customers for feedback is the first step in evaluating its real impact.
The wide implementation of closed loop marketing in pharmaceutical industry has been reinforced by the growing popularity of personal digital assistants (PDA), such as tablets. These devices enable users to bring in feedback, gain insights, analyze data, as well as to adjust approaches and services in real time.
The technology solutions in medical practice are equally important as in any other business. Due to the all-encompassing digitalization, the development of every tool is driven by technological advancements. The technology used in the making of the CLM process encompasses the following elements.
Applying the closed loop marketing for pharmaceutical companies has several fundamental benefits:
The implementation of CLM is followed by some drawbacks as well:
The main objective of CLM implementation is to obtain content necessary for high-quality interactions with the HCP market, and provide more meaningful dialogue with the doctors. The efficiency of CLM strategy is based on compelling content. Therefore CLM itself should be treated as an actionable solution with well-developed targeted content, such as eloquent case studies, relevant data, testimonials, rich graphics, videos, and smooth navigation.
The technological capabilities of CLM in pharmaceutical industry have gone far beyond electronic PDF presentations. At present, data and information can be utilized for such purposes as development of targeted content and specific messaging to HCPs.
An orchestration and content management system developed by Avenga allows you to incorporate various types of content into a sequential presentation, and thus construct comprehensive CLM modules.