About Closed Loop Marketing
As a manager working in market access or HEOR, you may not have heard about Closed Loop Marketing. Closed Loop Marketing software is being used by most pharma companies, but to date it has only been used to support the pharma sales force in their engagement with health care professionals.
Why has CLM not been used to measure interactions with payers and providers? Because this type of business to business relationship is very different from prescriber engagement, and the requirements are different. A traditional CLM platform does not meet the requirements, as we outlined in a separate article.
To fill this gap, BaseCase has launched a CLM product to meet the specific requirements of interactions with payers and providers.
BaseCase’s Closed Loop Marketing solution has been built specifically for the needs of key account management and market access.
The purpose of BaseCase CLM is provide a solid workflow between those teams that develop customer engagement tools, typically HEOR and market access, and those that use the tools with customers, mostly key account managers.
This is accomplished by collecting actionable data from the field about app usage – giving an objective basis to discussions. Rather than base conclusions on anecdotal evidence, managers can refer to how tools are actually being used as they direct efforts towards improvement.
BaseCase CLM shows, for example, how frequently apps are being used and which parts of the value story are being clicked on the most. If an app is working well, it’s possible to drill down into the analytics report and discuss the details - to try to repeat ideas that are popular with field teams. The data will also show if an app isn’t being used at all, and the agenda at the next meeting can be arranged accordingly.
Armed with this information, dialog between market access, HEOR and key account teams can improve and planning should become more focused and data-driven. Ultimately, the objective is to allocate resources to maximize impact. Using this overview of which apps are gaining traction, and which are being used less, BaseCase apps can be modified accordingly and the latest versions shared with key account teams.
BaseCase CLM User Story
An affiliate office of a pharma company is in discussions with hospitals about the listing of a new product on the formulary. As key account managers use BaseCase CLM enabled apps during their discussions with pharmacists, department heads and C-suite, a rich stream of data is sent back to the HEOR team that designed the app and collected the evidence to support it.
Using the BaseCase heat map, a manager notices that a minor element of the value story is unexpectedly being clicked on quite frequently.
At the next meeting between key account and market access managers, this part of the value story in particular is on the agenda for discussion.
On the basis of the discussion, managers agree to modify the app for this particular audience. It’s decided to rearrange the app, and give this element more prominence in the presentation.
4. Closing the Loop
With the updated app now being used, managers check BaseCase CLM to observe the impact of their revised communications.