Gartner Research

Closed-Loop Marketing in Pharma Has Yet to Close the Loop

Published: 14 September 2013

ID: G00220410

Analyst(s): Dale Hagemeyer

Summary

Since 2011, pharma aggressively pursued closed-loop marketing — the delivery of content to practitioners from tablet-type devices. Because of the inadequate focus on collection and analysis, pharma has not been able to close the loop to improve future interactions based on insights from the past.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • A huge surge of field sales reps in the marketplace with expensive hardware, such as iPads or slate-type devices, that provides no differentiation from competitors
  • Marketing messaging and digital collateral development essentially operating in a vacuum without an understanding of their impact or ROI
  • Limited ability to turn data into insights and then into action, either at the individual practitioner level or in aggregate
  • Continued ambivalence toward remote detailing (also called "co-browsing") and its ability to reach "no see" practitioners

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