Challenges Facing Life Sciences Companies
The Life Sciences Industry has never before faced the unprecedented market conditions and pain points prevailing today.
Access to physicians is harder, quality face time is decreasing, competition has intensified and product differentiation is
narrowing. Promotion costs have risen and improving prescription rates remains the ultimate challenge.
The traditional detailing visit is no longer effective. Physicians want up to date product information and market research,
including current objective product comparisons and recent clinical analysis that is meaningful and in context with their
practice and prescribing behavior.
Solutions have been developed that address these challenges. These solutions, effectively engage a physician and allow a
sales representative to act in a more educational and consultative role, which increases quality face time and delivers
more relevant presentations to influence physician prescribing behavior. This is what CLM has been successful
in accomplishing.
What is CLM?
|
 |
CLM is a strategy and business process that “closes the loop” between marketing,
sales and physicians. CLM measures the results of marketing and sales campaigns
by tracking and acting on the responses of targeted physicians.
Simply put, 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.
The strategy begins when a sales representative, using a Tablet PC, downloads
the most up to date and recommended “creative content” from head office that
has been developed based on analysis of historical and market data.
|
The sales
rep can now deliver an engaging high value multimedia presentation that is the
most relevant to a particular physician. Feedback from the physician is automatically captured on the Tablet PC in real time,
reducing the administrative task of manually entering call data for the sales rep. The information is subsequently sent to
head office for analysis, where success patterns are identified between marketing messages and physician segments. The
results are sent back to the sales force in the form of marketing message recommendations or updated content, which
closes the CLM loop.
CLM creates a continuous information loop connecting marketing, sales and physicians that improves the effectiveness of
sales and marketing departments by ensuring the right messages reaches the right physician at the right time.
|
 |
SFX Viewer
SFX Viewer is a Tablet PC Detailing software solution recognized by industry analysts as the
next generation solution for CLM. Easy to use by sales reps ,it facilitates the execution of CLM
by enabling your sales force to leverage visual aids, reprints, physician surveys, formulary data
and marketing messages to plan and deliver an optimal sales call. All materials and information
used during the call is automatically recorded and relayed back to the CRM system for analysis.
SFX Viewer optimizes sales force productivity by automating the call reporting process and
ensuring marketing compliance on all customer interactions.
SFX Viewer reinforces that CLM technology is about delivering long-term value to physicians by
enhancing the rep-physician relationship. It is Skura’s combination of patented technologies
that allows SFX Viewer to capture more detail about interactions, concurrently measure the
success patterns of these interactions, and deliver recommendations back to the reps based on
statistically measured success.
|
 |
SFX Analytics
SFX Analytics drives the final phase of CLM. After sales has delivered messages and captured
physician feedback for head office use, SFX Analytics compiles, analyzes, interprets and
reports on this data to guide marketing departments by making recommendations aimed to
improve the effectiveness of future messaging and channel specific campaigns.
SFX Analytics provides a detailed and super-intelligent view into key information captured by
your CLM solution. Crucial insight on data is provided from standard quantitative charts and
graphs of messages used by sales reps to the statistical analysis of marketing campaign
effectiveness using advanced “Predictive Modeling”.
Under the umbrella of SFX Analytics is a set of three comprehensive reporting tools for
accurate and in-depth analysis of data received from the sales force and other physician
facing channels. Through these tools marketing departments can measure and “predict” the
marketing messages and channels that will have the most positive impact on
prescribing behavior.
|
 |
SFX Designer
SFX Designer empowers your brands by enabling rich multimedia presentations to be created
and maintained quickly and easily using tools and strategies already in place by creative
agencies. Interactive content, reprints, and CRM data are seamlessly integrated, forming a
cohesive multimedia experience that increases physician face time, brand retention, and
engage physician interest. With SFX Designer, the only limitation is imagination.
TTM (Time to Market) and TCO (Total Cost of Ownership) are both greatly decreased with SFX
Designer’s easy-to-use interface and tight integration with top-tier multimedia creative tools like
Adobe Flash and other creative content developer tools available. Creative agencies that are
using SFX Designer confirm that their creative flexibility is unlimited and productivity is
increased due to ease of use.
|
Close the Loop and:
• Deliver the most relevant marketing messages based on segmentation research
• Inform brand managers of marketing message effectiveness in real-time
• Ensure sales reps have the most up to date marketing messages available
• Extend face time with engaging “targeted” multimedia messages
• Improve the impact on prescribing behavior
• Differentiate your product with current research and market data
• Add to the ROI on CRM and sales & marketing investments
|
|
