A significant portion of closed loop marketing (CLM) programs in the pharmaceutical industry have traditionally focused on converting paper assets to digital content and pushing this digital content to the sales representative’s tablet as detailing aids.
Was that simply electronic detailing? Maybe. These organizations learned very little – if anything – about the customer through those digital interactions.
A new thinking on CLM programs has emerged in recent months, however, as the industry moves away from a brand-centric philosophy and tries to move toward a customer-centric commercial model. This movement is largely driven by the rapid adoption of iPads and other digital technologies by today’s health care professionals, particularly in the U.S.
Empowering Customer Centricity
Successful customer-centric organizations adopt an outside-in perspective and evaluate their own business efforts from the perspective of their customers. This may also mean focusing less on short-term gain and more on fostering trust-based relationships over the long term.
CLM analytics, specifically click stream data available from tablet-based CLM systems offer a wealth of customer insights, attitudes and preferences that may significantly enable customized customer engagements-a core tenet of customer-centric strategies.
Three business themes will truly empower an organization to achieve its customer-centric vision:
- Predict customer preference to design personalized engagements. The CLM system enables reps to capture the customer’s attitude toward a message or serviced discussed during a detail. However, where data cannot be explicitly collected or reliably mined, predictive analytical methods on click-stream data may be applied.
- Deliver personalized engagements to drive customer impact. Combining a customer’s offer affinity with historical interaction data will shape the most appropriate message combinations for the customer.
- Understand drivers of customer impact to infer preferences. For example, correlating click-stream data with Awareness Trial Usage (ATU) studies can help understand if CLM is raising incremental awareness, improving the perception of the brand and driving higher satisfaction levels.
What is Needed to Realize the Benefits of CLM Analytics?
Four key implementation considerations must be addressed to ensure rich, reliable and trustworthy analytics can be performed:
- Secure championship. CLM programs will require senior executive level championship to have a high probability of adoption. The sponsor should typically be as senior as a general manager or a business unit owner of a franchise, and more importantly, have both sales and marketing functions reporting to the position.
- Design content to facilitate data collection. During a sales call, the reps may simply hand over the tablet of HCPs to interact with its content. This not only enriches the HCP experience, but also has been statistically proven to influence their clinical decisions.
- Enable consistent metadata tagging. Insufficient metadata tagging hinders the ability to analyze data at a granular level, and inconsistent tagging makes it difficult to conduct cross brand analysis.
- Establish a customer analytics group. Why? To model sophisticated analytics and consistently deliver insights to inform customer strategies.
Steps toward customer centricity should be pragmatic and realistic, and CLM analytics capabilities should be built incrementally to support a gradual evolution. Pharmaceutical manufacturers that combine the power of digital technologies with the potential of CLM today will become indispensable to their customers tomorrow.
Read the full article in JPMSA