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closerlook presents Integrated eDetailing™ case study

Customer Relationship Management (CRM) has caught the imagination of many marketing professionals. Once the domain of sales and IT, CRM is now being embraced by marketers looking for ways to integrate various promotional channels, optimize their marketing spend, and create valuable, long-term relationships with customers.

On February 2, 2005, David Ormesher, CEO and Jessica Hwu, CRM Program Director, both from closerlook, inc., will be presenting a 90 minute overview of the trends and experiences of CRM among pharmaceutical marketers. The program is hosted by The University of Chicago Graduate School of Business and will be held at The Gleacher Center in downtown Chicago.

Ormesher and Hwu will show how firms are integrating e-marketing with personal selling to create links among the brand team, the sales force and customers. A highlight will be a detailed case study on one pharmaceutical company’s experience with integrating online marketing with personal selling.

Detailing, the personal sales communication between a pharmaceutical sales representative and a physician, accounts for a large share of the pharmaceutical industry’s marketing expenditures. Studies have shown that detailing seems to provide the highest rate of return on marketing investment (Puneet Manchanda, Peter Rossi, Pradeep K. Chintagunta, University of Chicago, 2003). However, physicians are now spending more time online researching medical topics than they do with sales reps, contributing to a new opportunity for marketers. (Harris Interactive/Boston Consulting Group). This presentation will explore the relationship between existing medical sales force efforts and an integrated eDetailing program.

According to Ormesher, “Strategic marketing plans work best when online sales and marketing programs are tightly integrated with other sales activities, including both personal and non-personal selling. Companies can use online communication activities as an ongoing customer relationship management tool (CRM), thus leading to more productive face-to-face interactions with their best customers.”

About closerlook, inc.

closerlook, inc. is a strategic communications agency focused on getting its clients closer to their customers. Since 1987, closerlook has collaborated with its clients to create innovative marketing and communication programs that enhance their ability to connect with their best customers—both internal and external—to deliver business results. To enable pharmaceutical companies to more effectively develop long-term, profitable relationships with its target physicians, closerlook developed its enterprise-level Physician Relationship Management platform. Since 2000, closerlook has been creating and managing private-label, pharma branded Integrated eDetailing™ programs for leading pharmaceutical brands, delivering strong ROI, unique physician insight, and lasting relationships with healthcare professionals.

The company’s corporate headquarters are located in downtown Chicago. Additional information on closerlook can be found at http://www.closerlook.com.