Gartner Research

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

Published: 21 October 2015

ID: G00274094

Analyst(s): Stephen Davies

Summary

Pharma companies continue to invest in diverse digital offerings to enable multichannel solutions for practitioner engagement. Because of the inadequate focus on collection and analysis, marketers and their marketing IT peers have not been able to improve interactions based on gained insights.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • A huge surge of field sales reps in the marketplace with iPads — and, more recently, Microsoft Surface devices — has been unable to provide differentiation or competitive business advantage
  • Marketing messaging and digital development in mobile, social, Web, tablet and other digital platforms essentially are operating in a vacuum without an understanding of their impact or ROI
  • There is limited ability to turn data into insights, and then into subsequent channel and marketing message optimization, at the individual practitioner level or in aggregate
  • There is continued ambivalence toward true enterprise-level multichannel campaign design and implementation because of reliance on legacy marketing segmentation and channel selection processes

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