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A Private-label, Turnkey eDetailing Solution at a Fixed Fee Price

This Case Study illustrates that some pharmaceutical companies are discovering the true potential of eDetailing as a long-term relationship management channel to be integrated into their total marketing mix.

Product Name	Integrated eDetailing™ Platform
Company	closerlook, inc.
Client	A blockbuster brand of a major US pharmaceutical company
Client Need	The client's product was the number two blockbuster brand in a growing category under potential threat from both new product and generic competitors that endangered market share. The marketing team sought a partner to develop a long-term program that would operate as an explicit component of the promotional mix while building relationships with physicians that translated into increased script behavior and positive ROI.
Solution (Product Description)	The Integrated eDetailing™ program provided the brand with a private-label, turnkey eDetailing solution at a fixed fee price. The dedicated account team recruited the brand's target physicians through an on-going multi-channel marketing and acquisition campaign, opting the physicians into a direct relationship with the brand. The national sales force was integrated into the program to help acquire high-decile in-target physicians and to follow up on customer requests for rep visits and additional information. The client retained full ownership of the database as it evolved, enabling additional opportunities with market research surveys, field sales integration, and analytics.
Results	The program hit its initial milestone goal of 10,000 completed eDetails three months ahead of plan, and Integrated eDetailing™ has subsequently become an important element of the annual promotional mix. To date, thousands of target physicians are members of the program, and tens of thousands of details have been completed.
Comments	"Our client is looking to the future of online physician relationship management for competitive advantage. The brand owns the database, so it now makes financial sense to grow the program beyond promotional content and to leverage their investment in a long-term relationship with their target physicians by offering additional credible and relevant content that can enhance patient care." -- Suzanne Tsuchiya, VP Healthcare Solutions of closerlook, inc.