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<?php include("App_Core/Core.php"); if(isset($_POST['SubmitRequest'])){ $_SESSION['Firstname'] = ucfirst($_POST['Firstname']); $_SESSION['Lastname'] = ucfirst($_POST['Lastname']); $_SESSION['Company'] = ucfirst($_POST['Company']); $_SESSION['Phone'] = $_POST['Phone']; $_SESSION['Email'] = ucfirst($_POST['Email']); //Validate if($_SESSION['Firstname'] == ""){ $error[1] = '1'; } if($_SESSION['Lastname'] == ""){ $error[2] = '1'; } if($_SESSION['Company'] == ""){ $error[3] = '1'; } if($_SESSION['Phone'] == ""){ $error[4] = '1'; } if(validate_email($_SESSION['Email']) == "NOTVALID"){ $error[5] = '1'; } if(!isset($error)) { $Subject = 'New Demo Request'; $Message = "<head> <title>Zero Corporation | New Demo Request.</title> </head> <body> <table width='650' align='center' style='border: solid 1px #cccccc; margin: 0 auto; padding: 20px 30px 20px 30px; font-family: Calibri; font-size: 95%'> <tr> <td width='420'><div style='height: 25px; font-weight: bold; font-size: 1.3em;'><img src='http://www.zerocorporation.com/images/LogoTransparent2.png' alt='Zero Corporation' name='logo' width='218' align='left'></div></td> <td width='218' align='right' style='color:#ff9933; font-family:Calibri; font-style:italic;'>Date: ".date("d/M/Y")."</td> </tr> <tr> <td colspan='2'> <div style='margin-top: 30px; padding-bottom: 25px;'> <p>We have a new demo request for <strong>".$_POST['Product']."</strong></p> <p> Firstname: <strong>".$_SESSION['Firstname']."</strong><br> Lastname: <strong>".$_SESSION['Lastname']."</strong><br> Email: <strong>".$_SESSION['Email']."</strong><br> Phone: <strong>".$_SESSION['Phone']."</strong><br> Company: <strong>".$_SESSION['Company']."</strong><br> </p> <p>Kind Regards,<br> ZeroCorporation Website</p> </div> </td> </tr> <tr> <td colspan='2' align='right'>© ".date('Y')." | ZeroCorporation.com.au </td> </tr> </table> </body> </html>"; if(EmailWebsite(Setting('Email'), $Subject, $Message)) { $Status = "True"; unset($_SESSION['Firstname']); unset($_SESSION['Lastname']); unset($_SESSION['Company']); unset($_SESSION['Phone']); unset($_SESSION['Email']); }else{ $Status = "False"; } }else{ $StatusMessage = "Please fill out all feilds"; } } ?> <!doctype html> <!--[if IEMobile 7 ]> <html class="no-js iem7" lang="en"> <![endif]--> <!--[if (gt IEMobile 7)|!(IEMobile)]><!--> <html class="no-js" lang="en"> <!--<![endif]--> <head> <meta charset="utf-8"> <title><?php echo Setting('WebsiteTitle');?> | White Papers</title> <meta name="description" content="Closed Loop Marketing - Pharma Industry"> <!-- The script prevents links from opening in mobile safari. https://gist.github.com/1042026 --> <!-- <script>(function(a,b,c){if(c in b&&b[c]){var d,e=a.location,f=/^(a|html)$/i;a.addEventListener("click",function(a){d=a.target;while(!f.test(d.nodeName))d=d.parentNode;"href"in d&&(d.href.indexOf("http")||~d.href.indexOf(e.host))&&(a.preventDefault(),e.href=d.href)},!1)}})(document,window.navigator,"standalone")</script> --> <!-- Main Stylesheet --> <link rel="stylesheet" href="App_Theme/css/superfish.css" media="screen" /> <link rel="stylesheet" href="App_Theme/IMAGES.css"> <link rel="stylesheet" href="App_Theme/css/flexslider.css" type="text/css" media="screen" /> <link rel="stylesheet" href="App_Theme/css/prettyPhoto.css" type="text/css" media="screen" title="prettyPhoto main stylesheet" /> <link rel="stylesheet" href="App_Theme/css/custom-rebuild.css" media="screen" /> <link href='http://fonts.googleapis.com/css?family=Oxygen' rel='stylesheet' type='text/css'> <script type="text/javascript" src="http://code.jquery.com/jquery-latest.pack.js"></script> <script type="text/javascript" src="App_Theme/js/Demo.js"></script> <?php echo Setting('Analytics');?> </head> <body> <div id="boxes"> <div id="dialog" class="window"> <form id="Request" name="Request" method="POST" action=""> <div class="WindowHeader"><b>Request an IMAGES demo</b></div> <div id="GetMessage"></div> <div class="WindowRow"> <div class="WindowRowText">Firstname:</div> <input type="text" name="Firstname" id="Firstname" class="WindowRowTextBox" value="<?php echo $_SESSION['Firstname'];?>" <?php if(isset($error) && $error[1] == '1'){echo'style="background-color:#C99"';}?>/> </div> <div class="WindowRow"> <div class="WindowRowText">Lastname:</div> <input type="text" name="Lastname" id="Lastname" class="WindowRowTextBox" value="<?php echo $_SESSION['Lastname'];?>" <?php if(isset($error) && $error[2] == '1'){echo'style="background-color:#C99"';}?>/> </div> <div class="WindowRow"> <div class="WindowRowText">Email:</div> <input type="text" name="Email" id="Email" class="WindowRowTextBox" value="<?php echo $_SESSION['Email'];?>" <?php if(isset($error) && $error[5] == '1'){echo'style="background-color:#C99"';}?>/> </div> <div class="WindowRow"> <div class="WindowRowText">Phone:</div> <input type="text" name="Phone" id="Phone" class="WindowRowTextBox" value="<?php echo $_SESSION['Phone'];?>" <?php if(isset($error) && $error[4] == '1'){echo'style="background-color:#C99"';}?>/> </div> <div class="WindowRow"> <div class="WindowRowText">Company:</div> <input type="text" name="Company" id="Company" class="WindowRowTextBox" value="<?php echo $_SESSION['Company'];?>" <?php if(isset($error) && $error[3] == '1'){echo'style="background-color:#C99"';}?>/> </div> <div class="WindowRow"> <div class="WindowRowText"> <input type="hidden" name="Product" value="IMAGES"/> </div> <input type="submit" name="SubmitRequest" class="WindowRowSubmitButton" value="Submit Request"/> </div> </form> </div> <div id="mask"></div> </div> <div id="container"> <?php include("App_Includes/Header.php");?> <?php include("App_Includes/Menu.php");?> <section id="content-container"> <section class="content_container_fix"> <!-- /.page_title --> <section class="full_width"> <?php if($Status == 'True'){ echo'<div class="message-box green">We have received your request, a sales member will be intouch shortly.</div>'; } if($Status == 'False'){ echo'<div class="message-box red">Woops... something went wrong, please try again.</div>'; } if(isset($StatusMessage)){ echo'<div class="message-box yellow">'.$StatusMessage.'</div>'; } ?> <section class = "three_fourth first"> <h2>Closed Loop Marketing (CLM), can it be applied in Pharmaceutical marketing?</h2> <p><b>What is CLM?</b><br><br>For most business, a marketing campaign involves use of TV, Newspapers, Radio and Magazines etc. Such campaign is deemed to be successful if they result in appropriate growth in revenue. But, it is not easy to decipher which of the campaign contributed to success. Therefore, companies do not want to take the risk of dropping one or more of the campaigns from the promotional mix.</p> <p>Today, marketing teams have the technology they need to “close the loop” between marketing and revenue. With Internet it is now possible to get a feedback on which of the marketing channel resulted in success. This feedback mechanism closes the loop from marketing campaign to the sale of product or service. This is referred to as “Closed Loop Marketing” (CLM).</p> <p>In the words of Silicon Cloud, CLM is defined “as the process by which customer data can feed your marketing campaigns and drive up sales performance. The key to effective closed loop marketing is information, not just any information, but information that generates <b>qualified leads</b> and passes them on to the sales team in the knowledge that a customer has been created”.</p> <p>CLM is primarily driven by the phenomenal rise of the Internet. Internet has changed the world including the way businesses are conducted. Many Industries are in a better position to take advantage of Internet in targeting their clients at the right time to increase their revenues. For a large number of businesses, therefore, a web site has become a powerful component in their marketing platform.</p> <p>Typically, there are four steps to Closed Loop Marketing:<br><b>1. Marketing campaign motivates Potential Customers to visit the company's web site:</b> The idea here is to entice the customer to buy the company's product or service.<br><b>2. Potential Customer browses the company's web site:</b> This is where it is easy to track the pages (information) the customer looks at? In many cases, the customer remains anonymous as he / she may choose not to identify or fill out any forms.<br><b>3. Potential customer becomes a lead:</b> This is usually achieved when the customer provides details about him or herself. This enables the <b>company to know the customer contact details and the information on the product or service he / she is interested in</b>. Companies may also collect information on how the customer found out about their product / services. The intention is to track down the effectiveness of the marketing campaign.<br><b>4. The lead becomes a sale:</b> Once the company has the potential customer's details, it is passed on as a <b>lead</b> to the appropriate sales person, who then has the task of selling the product or service. If this result in a sale, this information is then passed on to the marketing department ending up closing the loop by identifying which campaign resulted in sale.<br><br>It must be noted that besides the marketing campaign, the web site plays an important role in creating <b>leads</b>. <b>Creation of leads is the most important element in Closed Loop Marketing.</b></p> <p>CLM is most suitable for industries with high value product or services.</p> <p><b>Closed Loop Marketing in the Pharmaceutical Industry</b><br><br>CLM cannot be practiced in the Pharmaceutical Industry for the following reasons:<br><b>• </b>Unlike other Industries, there is no such thing as a <b>lead</b> in the Pharmaceutical Industry. In the Ethical side of selling, all potential buyers (doctors) are known to the representatives of all competing companies; therefore the question of leads does not enter in to the Pharmaceutical selling equation.<br><b>• </b>While all companies have web sites, doctors rarely visit such web sites for product information. They tend to favour other web sites perceived as non-biased.<br><b>• </b>It is impossible for a Pharmaceutical Representatives to definitively predict that a doctor will exclusively prescribe his / her product due to a particular campaign. In fact, it is rare for a doctor to prescribe just one product in a therapeutic class. The prescribing habits of the doctors are subject to fluctuations as representatives from competing companies pass through the doctor's doors.<br><b>• </b>The only feedback that is definitive is when a dispensing doctor places an order with the representative or when OTC orders are taken from the Pharmacists.</p> <p><b>Does this mean CLM has no place in Pharmaceutical Marketing?</b><br><br>Yes, in strict sense of the words, there is no place for CLM in the Pharmaceutical Industry. The Pharmaceutical Sales and Marketing model does not lend itself to definitive feedback mechanism and identify which campaign in the Pharmaceutical marketing mix had more impact than the other.<br>Having said this, it must be noted that there have been attempts to cross pollinate this idea in to Pharmaceutical space by conducting digital detailing or the use of electronic brochures. The one similarity the digital detailing has with CLM is use of computer technology. The use of the word CLM is uncalled for as the representatives are the campaigners and the computer: a multimedia information repository. Such presentations are versatile as they can use a combination of multi-media like videos, animations, texts etc, which can be interactive. It has the advantage of including large amount of information particularly when companies launch a new product. The other advantage is each presentation with all information shown to the doctor or seen by the doctor as various options are clicked can be recorded and saved against the doctor for further analysis.</p> <p>As creators of IMAGES (Interactive Medical And General Education Software) which was launched in Australia in 1997 and had two Pharmaceutical companies use the system, we encountered the following issues with Digital Detailing:<br><b>1. Conflict between intended marketing outcome and actual outcome: </b>It was found that a certain proportion of doctors took control of the “mouse” and looked at the information that was of interest to them, making the representative ineffective as he / she lost control of “detailing”. Nevertheless, the information collected was useful to the company as it highlighted what an average GP was interested in looking at. We discovered that the doctor's clicks did not conform to the sequence in which the company would have liked to promote the products.<br><b>2. The Novelty wore off:</b> One Company in particular had fantastic material including animation and video on a product for wound management. Some doctors were willing to spend up to 20 minutes looking at these presentations. But the novelty wore off and most doctors refused to see the presentation after the first or second time. In six months' time, most representatives had to revert back to using the traditional brochures.<br><b>3. Usefulness of the Information collected: </b>The greatest challenge was what to do with the information collected. One suggestion was we could individualise the presentation for the doctor from the information they wanted to see. This would turn into logistical nightmare. There were other issues like ending up promoting products that were low in priority, or end up emphasising on the side effects, or in some cases end up promoting an indication that had lower potential for revenue generation.<br><b>4. Ethical and Privacy issues: </b>The biggest dilemma was whether to let the doctor know that all the information looked at, including each click, is captured and will be saved against him / her. This is an ethical issue. Some countries have privacy laws which prohibit collection of such data without the consent of the doctor.</p> <p>In conclusion, the similarity between the Electronic Brochures or Digital Detailing System and CLM ends with the use of computer as the medium and the ability to collect data. All other steps involved in CLM are missing including the most important element: “<b>the ability to create Leads</b>”.</p> </section> <!-- /.three_fourth content--> <section class="one_fourth last"> <!-- /.widget --> <section class="widget"> <h3>Other Articles</h3> <ul class="menu"> <li><a href="/ChangingLandscape">Changing Landscape - Pharma Industry</a></li> <li><a href="/SalesForceEffectiveness">Sales Force Effectiveness</a></li> <li><a href="/FutureOfIT">Future of IT - Implications to Pharma Industry</a></li> </ul> </section> <section class="widget"> <div class="fb-share"> <a class="fb-share-button fb-share-button-25" href="javascript:void(window.open('https://www.facebook.com/sharer/sharer.php?u=' + location.href, 'sharer', 'width=626,height=436,toolbar=0,status=0'));"><span>Share</span></a><br> tell others about this </div> </section> <!-- /.widget --> <!-- /.widget --> <?php include("App_Includes/ContactPanel.php");?> <!-- /.widget --> </section> <!-- /.one_fourth --> </section> <!-- /.full_width --> <section class="clear_full"></section> </section> <!-- /.content_container_fix --> </section> <!-- /#content-container --> <?php include("App_Includes/Footer.php");?> <!-- /footer --> </div> <!-- /#container --> <!-- Grab Google CDN's jQuery, with a protocol relative URL; fall back to local if necessary --> <script src="//ajax.googleapis.com/ajax/libs/jquery/1.7.2/jquery.min.js"></script> <script>window.jQuery || document.write('<script src="js/libs/jquery-1.7.2.min.js"><\/script>')</script> <script type="text/javascript"> /*------------------------------- * jQuery Plugin: Super Fish Menu -------------------------------*/ jQuery(document).ready(function($){ $("ul.main-menu").supersubs({ minWidth: 12, // minimum width of sub-menus in em units maxWidth: 150, // maximum width of sub-menus in em units extraWidth: 1 // extra width can ensure lines don't sometimes turn over // due to slight rounding differences and font-family }).superfish({ delay: 300, // one second delay on mouseout animation: {opacity:'show',height:'show'}, // fade-in and slide-down animation speed: 'normal', // faster animation speed autoArrows: false, // disable generation of arrow mark-up dropShadows: true // disable drop shadows }); // call supersubs first, then superfish, so that subs are // not display:none when measuring. 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