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Using the power of relationship marketing to more efficiently and effectively build relationships with physicians

Med Ad News – April 2014

 

closerlook's relationship marketing programs enable pharmaceutical marketers to help brands more efficiently and effectively build and maintain meaningful relationships with their most valuable HCP targets via online and offline tactics.

The analytical adoption framework delivers insights and value measurements of HCPs on an individual level, driving the creation of more efficient, effective marketing campaigns.

Responsive-design websites and eLearning programs increase engagement with HCPs by presenting content optimized to their preferred devices.

The pharmaceutical industry has recognized the power of using relationship marketing (RM) to help individual physicians adopt products.

Yet, largely speaking, the practice of RM hasn't fulfilled its potential. Investments in data collection and technology platforms are unbalanced. Many brands struggle to agree on the right ways to gather, interpret and leverage data. Others aren't sure how to use analytics to garner insights, refine messages or execute tactics that lead to growth.

There's a smarter way. And closerlook is helping pharmaceutical marketers apply that approach.

closerlook is a digital marketing agency that specializes in helping pharmaceutical brands build and maintain meaningful relationships with their most valuable healthcare professionals (HCPs). The agency knows the industry is changing and, in response, is continuing to evolve its approach to four fundamentals of marketing: targeting, insight, messaging and results.

closerlook's approach leads to smarter marketing for pharma brands: Brand messages reach the right people at the right time. Brand teams close the loop by coordinating their marketing and sales efforts. HCPs receive more relevant messages, experience more tailored customer service and advance in their adoption of products.

But closerlook sets itself apart by helping pharmaceutical companies build and enhance their RM capability. It guides brands, centers of excellence and their respective partners to apply technology in a manner that best serves their needs. closerlook helps clients achieve greater results from existing marketing efforts, practice RM across brands or an enterprise and use multi-channel marketing to improve customer relationships.

Profile Summary

This year's accomplishments

2013 was a stellar year for closerlook. Accomplishments include:

  • Increased revenue by 44% and staff by 56%
  • Designed an analytical framework for gleaning better marketing insights from HCP data, driving the creation of more efficient, effective marketing campaigns
  • Launched portfolio websites for both disease-state and branded content to address the messaging needs of multiple segments
  • Developed an app to help salespeople deliver the messages an HCP needs to move to the next stage of brand adoption
  • Created responsive-site websites and eLearning programs, which increased mobile traffic going to three closerlook-managed brand websites by 750%


Structure and services offered

closerlook is a full-service digital agency that includes strategists, data analysts, user-experience professionals, writers, designers, motion-media capabilities, a technology team and a client services team with experienced account and project managers. In addition, closerlook is skilled in working with marketing technology platforms that cover database and user management, insight generation, campaign and content managers.


Future plans

Looking forward, closerlook will continue to invest in advanced data modeling and analytics that generate richer, more actionable insights about clients' HCP targets, and will build upon a new strategic partnership with Decile, LLC. The partnership will lead to new methods for estimating individual HCP's level of adoption to a particular brand, which helps with more tactical messaging and content, as well as new ways to measure that message's performance.


Philanthropy/citizenship

The article wraps up with a mention of the extensive philanthropic work by CEO David Ormesher and the agency-wide good deeds done locally in Chicago. closerlook participated in the annual Chicago Cares Serve-a-thon, helping to improve public education, as well as benefits for the Off The Street Club, Upwardly Global, and the Sue Duncan Children's Center—sending a company message that giving back is just as important as the work one puts in for clients, and that employees must strive to be good citizens as well as good marketers.

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The drugs, Optistavin, Easovartis and Librylin, and names, results, case studies and specific information, referenced in this advertisement are fictional and were created solely for illustrating the digital marketing capabilities of closerlook, inc. Any resemblance to actual drugs, medications, treatments, persons, living or dead, or to actual events, is purely coincidental. closerlook, inc. does not assume and hereby disclaims any liability to any party for any loss, damage or disruption caused by such party’s reliance on the fictitious information contained in this illustration.

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