Skura Corporation and its SFX Suite™ software was featured in a recent article in Pharmaceutical Commerce. Touted as “a better way to sell,” closed loop marketing has not been used by marketers to its fullest potential. However, in these changing times, when companies are reducing their sales forces and physicians are limiting their face-time with representatives, closed loop marketing can help maximize the customer interaction.
The Skura product has the ability to provide customized e-detailing messages. Physician feedback on marketing messages delivered by the sales force can be analyzed and subsequent messages adjusted for improved results on the next detailing visit. Predictive modeling technology is the key component used at the analysis stage to guide brand managers on what messages will have the best results.
Says Jeff Wessinger, President of Skura, “You take the results of what has been captured from a tablet pc or a clickstream on a website and run it through advanced algorithms to determine what’s working and what’s not with specific customers.” The next time the rep interacts with the customer, the software “suggests the assets that will work best in priority order….”
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