Final paper for MBA on Business Management - How to improve productivity on physicia's calls by implementing CLM, closed loop marketing and digital tools.

1. INDIVIDUAL FINAL PAPER
MBA, BUSINESS MANAGEMENT
BUSINESS PLAN FOR A DIGITAL MARKETING
AGENCY FOCUSED ON IMPROVING PHYSICIANS’
CALLS BY IMPLEMENTING CLM - CLOSED LOOP
MARKETING
By
IVANÉSIO CARRILHO RODRIGUES
BUSINESS SCHOOL SÃO PAULO
SÃO PAULO
2011

2. ABSTRACT
This final individual project aims to present a business plan for a company Specialized in
Productivity in the Physician’s Calls and Able to Implement the Tools for CLM – Closed Loop
Marketing.
This company will innovate by bringing communication solutions for the pharmaceutical
industry, enabling the promotion of brands in a much more impacting form among physicians
by making use of digital technologies systems. With that in mind, an AGENCY comes up with
the capability to bring information technology and creativity together so that advertisement
campaigns are powered by the CLM to leverage sales for companies that have been in a sales
plateau and using the old fashioned way to promote their products to prescribers (physicians).
Improving the relationship among pharma industry, the physicians and patients.
During the last years various factors have pressured the communication of health products
between the pharma industry and the physicians.
This industry invests millions per year in promoting their brands aiming to gain mind share but
the communication methods used are very old, still depending on talented sales representatives
who need to be in front of the physician to do his/her job. This segment could not take
advantage of new technologies and urgently needs to innovate, creating a new communication
model.
The communication so carefully prepared by the product manager very often does not reach the
final destination (the physician) in a proper way.
Because of the loss of patents for health care products, the low level of new releases and
innovation or, in other words, the commoditization of the pharmaceutical products, the
physicians do not think it is relevant to receive sales representatives and their promotions.
Physicians receive various promoters per day, from different laboratories, talking about the
same molecules (active principle). This relationship between the physicians and the sales
representative should be relevant, changing from the product to a customer (physician) focused
relationship.
CLM is required because each physician has a particular need and is convinced by different
arguments like: concept (studies), innovation, price, experimentation, relationship, etc. Thus,
mass marketing used today is not enough and even the clustering segmentation does not entirely
solve this problem. It is clear that we are under a trend to use “personalized marketing” or one-
to-one marketing.
Today it is 100% up to the sales representative to identify and treat each physician’s profile
adapting promotion in each case. This is roadblock and does not help, for example, a product
manager to have a broad view of the prescribing market. Such a lack of vision does not allow
the product manager to place solutions or corrections to the promoting path that could leverage
prescription resulting in a better sale result for his/her product. The on going information flow
provided by the CLM system along with the support of analytical systems makes it possible to
predict the way ahead with much more efficiency.

3. The mission of this company will be: “Create innovative solutions for the pharmaceutical
industry to communicate with physicians, in an effective way, making this relationship relevant,
creating value and opportunities for the investors, co-workers and partners, through digital
means and the use of differentiated technologies and intelligence.”
Main functions for the agency:
 Integrate traditional marketing with new technologies where customer relationship can
be monitored, managed and inspired towards brand conversion.
 Offer digital products and services for the pharmaceutical industry based on the already
available technologies enabling powerful solutions centered in the customer for the
digital era. The power of the Closed Loop Marketing and its approach allow for
prediction and satisfaction of customer in an individual manner while precisely
measuring ROI (return on Investment) in marketing as well as the marketing efforts
compared to achieved sales.
Key words: CLM, closed loop marketing, productivity in the pharmaceutical sales
promotion, commercial relationship with physicians.

4. SUMÁRIO
1 Introdução à Idéia/Negócio .....................................................................11
2 Justificativa do Negócio ..........................................................................16
2.1 Os passos para o CLM ..................................................................20
3 Análise do Mercado consumidor e fornecedor ........................................23
3.1. Cenário Setorial ...........................................................................23
3.2. Análise Situacional da Empresa ..................................................26
3.3. Análise PFOA - Potencialidades, Fragilidades,
Oportunidades, e Ameaças ..........................................................27
3.4. Análise Setorial ............................................................................31
3.5. Análise da Concorrência ..............................................................35
3.6. Análise do Mercado .....................................................................40
4 Plano Operacional ...................................................................................41
5 Análise Econômico-Financeira ...............................................................43
6 Estratégia Comercial ...............................................................................47
7 Conclusão ................................................................................................48
8 Referências Bibliográficas ......................................................................49