What is Closed Loop Marketing?
In the past, the most common way to reach clients was by conveying the same message to everyone, in the same way, at the same time. To get a truly competitive edge as a digital marketer or advertiser, you had to do your best to get as much share of voice as possible. In other words, you had to shout louder.
Closed Loop Marketing (CLM) takes a very different approach:
CLM seeks to understand the customer better so the communication can be more relevant and adapted.
The basic idea is to switch from a « push » to a « pull » communication:
CLM softwares solve the lack of customer insight by allowing for a continual feedback from customers, both with regard to what they want to hear on a particular topic and also on how it is received, so you can return later to provide more relevant information on a topic that they’ve already expressed interest in.
The CLM methodology
Closed Loop Marketing begins by seeking to understand the customer: by first engaging people you discover more about them and the kinds of information they want to receive. This allows you to understand their needs and provide more relevant information.
In this way, Closed Loop Marketing software creates a virtuous circle.
The more that you use CLM software, the better your segmentation becomes and makes your communications more relevant for customers.
1. Engage
Invite medical professionals to engage in the communications channel of their choice – whether e-detailing, websites, apps or video conferencing. Generate involvement with eye-catching animations, interactive features...
2. Discover
As your customers interact with your CLM communications tools, you learn more about their interests. Everything that happens – in any channel – is recorded through automatic data collection.
3. Analyze
So each time the doctor interacts with the digital detailer, you’ll learn more about his or her needs. Apply smart data analysis to see which parts of your communications resonate with customers. You can even understand your effectiveness on an individual level to enable local action.
4. Respond
Because your marketing segmentation constantly improves, you can continually refine your communication – matching medical professionals’ individual interests and knowledge level. And providing each customer with relevant and high value information & services that builds great relationships.
eDetailing, a key promotional tool
The most common form of Closed Loop Marketing is e-detailing.
By turning sales representatives’ paper detail aids into digital media, it becomes possible to get continual feedback on how customers are reacting to the communication.This is because paper materials were a passive experience for customers, while digital allows presentations to be interactive.
Suddenly it is possible to understand which parts are interesting to customers because they are now actively engaged with it.
Multichannel CLM
E-detailing remains a vital part of closed loop marketing, though it is now increasingly a part of a broader multichannel experience for customers – offering new tools to marketing & sales to build a deeper customer engagement: depending on the CLM system, these multichannel CLM communications might just be the ability to receive an email with more information on a particular topic or – as is possible with more advanced systems – a full range of video content, apps & websites, and even remote presentations.
Indeed there is a much bigger potential when you link it to self-services and remote detailing as well.
Re-thinking your approach to marketing and sales should include not only the usage of the strongest channels, but also a full 360-degree integration of these channels to be able to respond to and reach the future physician.
For example, depending on how a customer interacts with an e-detailing presentation, different kinds of microsites could be created. So if a customer has shown a strong interest in the safety profile of a particular treatment, a microsite can be automatically generated that discusses the topic in more depth. The healthcare professional can then explore this at a time and place that best meet his or her schedule. Or, depending on the customer’s preferences, a mobile app or remote presentation can be arranged. In this way, the multichannel media can be linked together to ensure that not only is the information relevant to their personal interests but how this knowledge is delivered is also individualized.
The correct usage of CLM will enable complete integration between sales and marketing. Add to it business intelligence and you have a successful formula that will compete in the strongest of pharmaceutical market places and thrive...
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release the full potential of CLM in your organization