SUMMARY

Despite all the complaints about how little of pharma marketers' budgets are devoted to Internet-based channels (ie, eMarketing), there's always good attendance at industry conferences focusing on eMarketing and always something to learn by attending. This was the case for CBI's 7th Annual eMarketing for the Pharmaceutical Industry conference, which I attended a few weeks ago in Philadelphia, PA.

This article is a review of the presentation "Where Should Closed Loop Marketing Really Begin?" by Bruce Grant, Senior VP, Business Strategy and David Wigder, Senior VP, Strategy & Analytics at Digitas Health. This presentation was focused on leveraging eDetailing for effective closed-loop marketing campaigns.

Topics and issues covered include:

• Traditional PC-Tablet Closed-Loop Marketing
• The New eDetailing Model
• Identify Behaviors that Drive Value
• Maximize Likelihood of Success
• The Honoraria Roadblock
• A Few High Hurdles to Overcome