eaders at closerlook note
that the pharmaceutical
industry is in flux. “Forces
outside the pharmaceutical
industry – and inside pharmaceutical companies themselves – demand that marketers change the way they
promote their products,” executives say.
“Lacking the right guidance and support,
many pharma companies will simply con-
tinue current tactics rather than adapt to
change. But there’s a smarter way.”
According to its management, closer-
look is a digital marketing agency that
can help pharmaceutical marketers build
better relationships with their best cus-
tomers. “We take a practical approach
to innovation that folds future planning
into the processes that are already work-
ing,” team leadership says.
closerlook offers clients full-service creative and strategic solutions to support
everything from full campaigns to single
tactics, executives say. closerlook has also
built a suite of analytics-driven digital marketing solutions to help pharma brands effectively target and connect to healthcare
professionals. “We turn data into actionable insights that inform campaign and
tactical executions,” management says.
“We measure the results of those decisions
across all channels and help clients adjust their strategy and tactics while those
changes can still make a difference.”
closerlook develops product offerings
that both increase customer insight –
through new technology, data collection,
in-depth analysis, and reporting – and
then improve marketing communication
with customers through responsive, con-tent-rich campaigns that are integrated
across a wide range of channels, agency
leaders say. Through the right combination of software and services – strategy,
creative, analytics, technology, and client service – closerlook enables enter-prise-level relationship marketing and
brand-level digital marketing.
“The practice of digital marketing for the
pharmaceutical industry, and the way
it is bought and sold, continues to grow
more complex as new channels, partners
and technologies work their way into our
business,” agency leaders say. “closerlook
created new specialties within our broader
strategy competency to provide the counsel
our clients need as their industry evolves.”
For example, the Digital Strategy prac-
tice, led by David Droll, senior director,
digital strategy, is further developing and
expanding the agency’s multichannel mar-
keting planning services. The Pharmaceu-
tical Marketing Consulting practice, led by
Pete Clancy, VP, strategy, offers internal
teams valuable context on clients’ goals
and challenges, adding additional rele-
vance and support for the recommenda-
tions the agency makes to clients.
In the analytics practice, Jeff Buchheit
came on board as director of analytics to
drive the development of new analytical
offerings and the delivery of actionable
insights for clients.
According to executives, closerlook’s
2015 portfolio also reflects achievements
across all stages of the brand life cycle, with
projects completed for pre-launch, launch
and mature brands in both primary and
specialty care markets including diabetes,
mental health, rheumatology, gastroenterology, cardiovascular health, sleep disorders, wound care, urology, and oncology.
In one representative non-personal pro-
motion campaign, closerlook maximized
the prescribing potential of select physi-
cians by creating targeted tactics across
all channels, executives say. The cam-
paign generated highest click-through and
open rates across all promoted brands,
surpassed only by launch products, with
greater than 5,000 incremental TRx gen-
erated within the first 6 months and 40
percent over original goal for sample re-
quest form submissions
closerlook also introduced a Multi-chan-
nel Marketing Reporting offering that had
impressive results, according to agency
leaders. “With the consistency and pro-
cesses built into one template, our report-
ing solutions have made managing the per-
formance and optimization of marketers’
digital reporting approximately 90 percent
more efficient,” executives say.
To deliver on its promise of greater customer intelligence and access, closerlook
cultivates a highly collaborative culture
and work ethic in which experts in strategy, analytics, creative, technology and client service work together to deliver a range
of technology-enabled offerings.
These offerings include the Backstage Relationship Marketing Technology Suite; Target Clarity HCP Adoption
Analysis; Multi-channel Marketing
Reporting; Multi-channel Marketing
Campaigns; interactive articles; and the
BrandPro, DiseaseStatePro, and Patient
Connect websites.
The Backstage Marketing Technology
Suite helps clients manage their RM efforts with data-driven insight and action.
Data management and integration is
handled by Backstage CRM, while Backstage Web offers clients a rapidly deploy-able, feature-rich framework for building
responsive HCP websites. To open the
lines of communication between sales
and marketing, Backstage® Rep Connect feeds valuable customer-level marketing interaction data to Sales Representatives in the field.
Target Clarity offers insight into the capacity of specific HCPs to prescribe a particular product, placing them in distinct
groups of increasing brand awareness
based on a mix of predictive modeling
and behavioral and demographic factors.
This advanced predictive analytics tool
creates new target lists that lead to encourage growth, increase brand loyalty
and prevent sales loss.
Multi-channel Marketing Reporting al-
lows marketers to get a meaningful look at
how their marketing activity is performing
while they can still do something about
it. Through a combination of analytics,
strategy, and technology, closerlook ag-
gregates reporting across all channels to
reveal actionable insights that drive effec-
tive engagement. “We empower market-
ers to monitor in real-time and help opti-
mize their budgets by redefining targeting
methods based on actual, real-time seg-
ment behaviors,” executives say.
closerlook develops multi-channel campaigns that allow marketers to find their
customers and move them toward greater
commitment by providing increasingly relevant content as they get to know those targets. The agency creates immersive interactive articles that engage users through a
blend of video, animation and data visualization to present brand messaging in novel ways. Each action is tracked to accurately
measure the level of engagement and interest in key brand messages. The BrandPro,
DiseaseStatePro and PatientConnect website frameworks allow closerlook to build
robust, responsive websites that offer easy
access to HCPs and patients, and are flexible, customizable, and focused on supporting multi-channel relationship marketing.
According to agency leaders, smarter
marketing means never being content with
current capabilities and offerings. closerlook is continuing to invest in acquiring
top-tier talent and develop forward-thinking offerings to supports client’s marketing
efforts at every level. In 2016 the agency
is launching two major new efforts: Backstage Duet and closerlabs.
Backstage Duet is an advanced analytics
and insight discovery application that is
expected to help pharmaceutical organizations gain a deeper understanding of their
audience and marketing campaign performance. Backstage Duet’s easy-to-use
cloud-based interface provides marketers with customer-level insight to enable
smart campaign optimization.
Closerlabs is an internal incubator to develop creative and technological solutions
ahead of usual project remits to deliver
groundbreaking work for clients.
Agency executives say closerlook under-
stands that the rapidly changing healthcare
landscape requires everyone to reconsider
the world around them. “It’s important to
team with partners who share your passion
and vision,” executives say. “This creates a
network of support dedicated to developing
a brighter future for our entire community.”
In 2015 closerlook supported the
Crohn’s & Colitis Foundation of America
and became a corporate sponsor of MAT-
TER CHICAGO, dedicated to incubating
the next generation of healthcare entre-
preneurs.
CEO David Ormesher continues his
leadership of Bigger Future, a nonprofit
business and leadership-training pro-
gram based in Rwanda, and serves on
several boards including MATTER, the
Lurie Children’s Hospital Foundation,
physIQ, the Poetry Foundation, and the
Lyric Opera of Chicago. medadnews
L
closerlook inc.
212 West Superior Street, Suite 300
Chicago, IL 60654
Telephone: 312-640-3700
Website: closerlook.com
(left to right) Michael Tapson, chief technical officer; David Ormesher, CEO, Jon Sawyer, president, chief
operating officer; Ryan Mason, chief creative officer
The year’s accomplishments
Structure and services o;ered
Digital 75%
Strategy 15%
Video 10%
Philanthropy/citizenship
Future plans
