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Can a Closed
Loop
Marketing
(CLM) Model
improve SFE?

Giovanny León, Access & Commercial Director Novartis
Sales & Marketing Excellence Latin America Congress
28th-29th June 2012, Miami
What is CLM?




Page  2 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
| CLM |                    CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
                                                June | Giovanny Leon & Mktg
                                                          & Mktg Excellence LatAm
What is CLM?


                                                              Conection




                                       Understan
                                         ding



                                                                              Improvement




Page  3 Giovanny Leon | |June 29th 2012 Leon | June 29th Excellence LatAm Excellence LatAm
| CLM |                    CLM | Giovanny | Sales & Mktg 2012 | Sales & Mktg
Page  4   | CLM | Giovanny Leon | | CLM29th 2012 | Sales | June 29th 2012 | Sales
                                   June | Giovanny Leon & Mktg Excellence LatAm
                                             & Mktg Excellence LatAm
How to take advantage of CLM?
| CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
CLM tool by excellence: the iPad
Page  6                                       | CLM | Giovanny Leon | June 29th 2012 | Sales
| CLM | Giovanny Leon | |June 29th 2012 Leon | June 29th Excellence LatAmLatAm
                          CLM | Giovanny | Sales & Mktg 2012 | Sales & Mktg Excellence LatAm
                                                         & Mktg Excellence
Do you have iPad implemented in
  your FF?

   1.          Yes

   2.          No, but already
               planned

   3.          No, we don t plan
               any deployment


Page  7 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
| CLM |                    CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
                                                June | Giovanny Leon & Mktg
                                                          & Mktg Excellence LatAm
Closed loop marketing (CLM)




Page  8 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
| CLM |                    CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
                                                June | Giovanny Leon & Mktg
                                                          & Mktg Excellence LatAm
Do we really NEED to implement CLM?
Implementation scenarios
a                                                                         b




                   c




    Page  10
    | CLM | Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
                              CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
                                                   June | Giovanny Leon & Mktg
                                                             & Mktg Excellence LatAm
What scenario do you believe is the
  best option for your organization?

   1.          Traditional

   2.          iPad w/o CLM

   3.          Full CLM




Page  11
| CLM | Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
                          CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
                                               June | Giovanny Leon & Mktg
                                                         & Mktg Excellence LatAm
e-Call Phase I
implementation in
Venezuela
Page  13
| CLM | Giovanny Leon | June 29th 2012 | SalesCLM | Giovanny Leon LatAm29th 2012 | Sales
                                             | & Mktg Excellence | June
                                                       & Mktg Excellence LatAm
What is the real impact?
Visited with iPad




                                                                            Survey to 705 MDs in Venezuela, May 2012

15 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
Satisfaction




                                                                            Survey to 705 MDs in Venezuela, May 2012

16 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
Preference




                                                                            Survey to 705 MDs in Venezuela, May 2012

17 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
Top of Mind




4% 5%               18%                           21%                           21%                       32%




   Galeno              Pfizer           Sanofi Aventis                      Doesn´t Remember      Others            Novartis
                                                                                                   ≥ 3%:
                                                                                                   Bayer, AstraZe
                                                                                                   neca & MSD
                                                                                                   are included


                                                                                        Survey to 705 MDs in Venezuela, May 2012
18 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
Interaction




                                                                            Survey to 705 MDs in Venezuela, May 2012

19 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
20 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
Can a Closed Loop Marketing (CLM) Model improve SFE?

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Can a Closed Loop Marketing (CLM) Model improve SFE?

  • 1. Can a Closed Loop Marketing (CLM) Model improve SFE? Giovanny León, Access & Commercial Director Novartis Sales & Marketing Excellence Latin America Congress 28th-29th June 2012, Miami
  • 2. What is CLM? Page  2 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales | CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm June | Giovanny Leon & Mktg & Mktg Excellence LatAm
  • 3. What is CLM? Conection Understan ding Improvement Page  3 Giovanny Leon | |June 29th 2012 Leon | June 29th Excellence LatAm Excellence LatAm | CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales & Mktg
  • 4. Page  4 | CLM | Giovanny Leon | | CLM29th 2012 | Sales | June 29th 2012 | Sales June | Giovanny Leon & Mktg Excellence LatAm & Mktg Excellence LatAm
  • 5. How to take advantage of CLM? | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
  • 6. CLM tool by excellence: the iPad Page  6 | CLM | Giovanny Leon | June 29th 2012 | Sales | CLM | Giovanny Leon | |June 29th 2012 Leon | June 29th Excellence LatAmLatAm CLM | Giovanny | Sales & Mktg 2012 | Sales & Mktg Excellence LatAm & Mktg Excellence
  • 7. Do you have iPad implemented in your FF? 1. Yes 2. No, but already planned 3. No, we don t plan any deployment Page  7 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales | CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm June | Giovanny Leon & Mktg & Mktg Excellence LatAm
  • 8. Closed loop marketing (CLM) Page  8 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales | CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm June | Giovanny Leon & Mktg & Mktg Excellence LatAm
  • 9. Do we really NEED to implement CLM?
  • 10. Implementation scenarios a b c Page  10 | CLM | Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm June | Giovanny Leon & Mktg & Mktg Excellence LatAm
  • 11. What scenario do you believe is the best option for your organization? 1. Traditional 2. iPad w/o CLM 3. Full CLM Page  11 | CLM | Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm June | Giovanny Leon & Mktg & Mktg Excellence LatAm
  • 13. Page  13 | CLM | Giovanny Leon | June 29th 2012 | SalesCLM | Giovanny Leon LatAm29th 2012 | Sales | & Mktg Excellence | June & Mktg Excellence LatAm
  • 14. What is the real impact?
  • 15. Visited with iPad Survey to 705 MDs in Venezuela, May 2012 15 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
  • 16. Satisfaction Survey to 705 MDs in Venezuela, May 2012 16 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
  • 17. Preference Survey to 705 MDs in Venezuela, May 2012 17 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
  • 18. Top of Mind 4% 5% 18% 21% 21% 32% Galeno Pfizer Sanofi Aventis Doesn´t Remember Others Novartis ≥ 3%: Bayer, AstraZe neca & MSD are included Survey to 705 MDs in Venezuela, May 2012 18 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
  • 19. Interaction Survey to 705 MDs in Venezuela, May 2012 19 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm
  • 20. 20 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm

Editor's Notes

  1. Video : The rapid rise of iPad in Healthcare (only first 1:40 min)