Closed-Loop-Marketing: How IT enables Smart
Decision Practices at ROCHE
Elaine Wu Digital solution of Roche Pharma Informatics Regional App and User Services May, 2015
Agenda
• Overview of Pharmaceutical industry
• Digital driven transforming
• Closed-loop-marketing for Roche
• The role of IT
• Predictive and actionable analytics
• Summary
Agenda
• Overview of Pharmaceutical industry
• Digital driven transforming
• Closed-loop-marketing for Roche
• The role of IT
• Predictive and actionable analytics
• Summary
Agenda
• Overview of Pharmaceutical industry
• Digital driven transforming
• Closed-loop-marketing for Roche
• The role of IT
• Predictive and actionable analytics
• Summary
Customer Relationship
MultiChannle,
touchpoints
Customer segmentation and content
personalization
Digital analytics for
business opportunities
Closed-loop-marketing for Roche
8
The role of IT
Data driven multichannel integration
Data
Digital
analytics Predictive and
actionable
Web+Apps
eM
ail M
ark
eti
ng
Social Media
eD
eta
ilin
g+
CR
M
Consistent data tracking methodology
Data integration and management
CRM eDetailing
BI analytics
Web+mobile
app eDM Other customer channels
All digital
channels
The role of IT
Data driven multichannel integration
Digital analytics
Predictive and actionable analytics
12
• New contacts/leads generation;
• Target insights: customer segmentation;
• ROI monitoring;
• Market campaign monitoring.
To understand
customer behaviors
and interested
medical information
through digital
channels to predict
the topics for sales
reps visiting topics
about products,
disease area, or
indications.
Predictive and actionable analytics
Summary
• Pharma IT is transforming
• Digital channels are becoming to be very important market data sources
• Data driven digital foundations