“
Multichannel marketing” and “Closed loop marketing” can be considered as most popular terms
in pharmaceutical marketing these days, while the latter being unpopular as sales reps’
enthusiasm in using interactive tablets during presentations to prescribers. In
Capgemini’s new report of “Vision and Reality” series, it suggests that, by
closing the long sustaining gap between MCM and CLM, we can bring pharma
industry together, thanks to technology it’s the time is bring them coordinated
in a structured manner.
Some definitions: Capgemini defines CLM
as incorporating personalized messaging, analytics to understand how messages
are received and understood, and responsiveness—the ability to “evolve the
conversation” to prove that the marketer is listening to the market. MCM is
simply using mulitiple channels (email, tele-detailing, face-to-face and
others) to interact with customers, and to bring the results of each channels’
interactions together through analytics. CLM, which has been around for a
while, has lost and then regained favor as the iPad became a preferred sales
tool. But in a survey of pharma execs, Capgemini has found that even today,
pharma marketers rate their maturity in a 2.0-2.5 range (on a 1-5 scale) in
their ability to personalize messaging, to perform analytics and to be
responsive.
As per Tim Moore, Capgemini’s life sciences group, “it is the time to alter promotional
materials in response to market reactions.” As most of the pharma companies
have a tendency of updating promotional strategies on quarterly or semi-annual
basis; however, those using CLM successfully can reduce it to 6-8 weeks. Adding
to that Hala Qanadilo, insisted on pharma companies which have their sales
operations around a particular brand are already missing the efficiency of
using the same CLM or MCM tools across brands, and (for some prescribers, such
as general practitioners involved in many different therapies) combining
knowledge about that prescriber from multiple campaigns.
There are three channel where a
pharma company should put their emphasis on product (brand), channel and customer, also known as pillars of pharmaceutical marketing . You can read more
about this
here.
