A Vision for the Future of Healthcare Professional (HCP)Marketing Communications
The entire US health care industry is experiencing significant change, and the pharmaceutical manufacturers are bearing the brunt of recent tremors. Fallow product pipelines, pricing pressure, and new limitations on marketing are squeezing pharma’s historical margins. To preserve their competitive advantage, market leaders are embracing new ways of serving the market.
From Closerlook’s point of view, pharma sales and marketing management have two critical business roles to play to main competitive advantage: create competitive product differentiation and build loyal relationships with leading clinicians and market influencers. There are four steps to achieving these goals.
- A commitment to dialogue
- An investment in relationships
- A focus on value creation
- A process for value capture
The importance of launching integrated CRM programs for the creation and management of long-term physician relationships is increasing as physicians spend more time online researching medical topics than they do with their sales reps (Harris Interactive/Boston Consulting Group).
The promise of CRM and the integration of these online activities result in links among the brand, the sales force and physicians that, when combined with the latest in internet technologies, gives online CRM programs the potential to become a platform for creating and managing physician relationships.
Dave Ormehser, CEO of Closerlook will facilitate a team of marketing executives who will discuss the following:
- Partnering with pharmaceutical brand teams and leaders in the managed care industry to address complex marketing issues
- Product development and technical product management of relationship marketing platform that (includes segmentation, database analytics, and performance metrics customized by client)
- Messaging and creative strategies that encourage dialogue and impact customer behavior
Company Background
Closerlook is a creative, technology and relationship marketing agency that works with visionary clients to implement innovative programs that change the playing field.
We have 35 full-time employees who are passionate about getting our clients closer to their customers.
Since 1987, Closerlook has worked with over 200 companies helping them achieve their business and marketing objectives through solutions such as:
- Relationship Management
- Integrated eDetailing™
- Website design and development
- Portal design, development, and support
- Customer acquisition
- Patient compliance and persistence
- Product launch support
- Email marketing and eNewsletters
- Internal communications
- ePeer-to-peer event marketing
- eLearning applications
- Interactive sales tools
50% of our revenue is from the health care industry, and almost all of that is interactive.