Top Five Components to Streamline Pharma Closed Loop Marketing

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eyeforpharma: As the pharma industry struggles to avoid being left behind, and technological advances happen at light speed, Daniel Cmardo, Senior Director of US Marketing Operations as Astellas, now offers a path forward.

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The only way for pharma marketing to engage customers is by closing the marketing loop.

The evolution of technology tremendously influences pharma marketing. “Technology has already given us the tools to make marketing efficient; it’s the organizational structure that is holding us back!” said Camardo during a recent interview with eyeforpharma. Research recently conducted by eyeforpharma shows that 72% of pharma marketers view Multichannel Marketing and the consequent streamlining of marketing processes as their top priority. 64% of respondents agree with Camardo’s claim that silos within the organizational structure present the greatest obstacles to achieving marketing goals.

Camardo feels “the only way for pharma marketing to engage customers is by closing the marketing loop.” Such a move is required due to changes within the marketing IT landscape, regulatory constraints and the changing prescription habits of healthcare providers. In order to seize new opportunities and meet these challenges, pharma organizations require a significant level of cross-functional alignment among marketing, managed markets, sales, operations, training, regulatory, legal, and medical and IT departments.

Camardo believes the first step to successful Multichannel Marketing, from an organizational standpoint, is to engage the field sales force on the Closed Loop Marketing tool and on the value it delivers.

Second, a cross-functional team to analyze real-time field and customer intelligence, and to identify creative solutions is essential.

Third, there must be an ongoing dialogue between those in the field and in corporate, with all willing to adapt strategies and operations as necessary.

Fourth, organizations must recognize that individuals learn differently and consequently provide timely and appropriate training in a user friendly manner.

Lastly, pharma is lagging on the adoption and evolution of new marketing models, all while their competition increases and their margins decrease. Pharma companies need to create a strong sense of urgency in order to stay ahead of the curve.

Camardo will be joined by Ed Kloskowski from Shire, Emily Sellers from Merck and Jeff Kaminski from Novartis at the Multichannel Engagement USA conference, discussing how pharma organizations need to reform to achieve effective customer engagement. The learn more about the conference, click here:

Evena Liao |Global Conference Director

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