closerlookinc. 2014
212 West Superior Street, Suite 300
Chicago, IL 60654
Telephone: 312-640-3700
Facsimile: 312-640-3750
E-mail: [email protected]
Website: closerlook.com
| Services Mix | |
|---|---|
| Digital | 70% |
| Strategy | 15% |
| Video | 10% |
| 5% |
The pharmaceutical industry has recognized the power of using relationship marketing to help individual physicians adopt products. Yet the practice of relationship marketing has not fulfilled its potential. Investments in data collection and technology platforms are unbalanced. Many brands struggle to agree on the right ways to gather, interpret and leverage data. Others are not sure how to use analytics to garner insights, refine messages or execute tactics that lead to growth.
There is a smarter way, executives at closerlook assert, and they say the agency is helping pharmaceutical marketers apply that approach.
closerlook is a digital marketing agency that specializes in helping pharma brands build and maintain meaningful relationships with their most valuable healthcare professionals. Agency leaders know the industry is changing and, in response, are continuing to evolve closerlook’s approach to four fundamentals of marketing: targeting, insight, messaging and results.
closerlook’s approach, its leaders say, leads to smarter marketing for pharma brands, because brand messages reach the right people at the right time. Brand teams close the loop by coordinating marketing and sales efforts. Healthcare professionals receive more relevant messages, experience more tailored customer service and advance in their adoption of products.
But agency leaders additionally claim that closerlook sets itself apart by helping pharmaceutical companies build and enhance their relationship marketing capability. The agency guides brands, centers of excellence, and their respective partners to apply technology in a manner that best serves their needs. closerlook helps clients achieve greater results from existing marketing efforts, practice relationship marketing across brands or an enterprise and use multi-channel marketing to improve customer relationships.
The Year’s Accomplishments
According to closerlook’s leaders, agency growth in 2013 reflects the value of its commitment to smarter marketing. Investments in the agency’s services by new and existing clients led to increases of 44 percent in revenue and 56 percent in staff – including the creation of several c-suite positions.
These new positions include Ryan Mason as chief creative officer; Michael Tapson as chief technology officer; and Alan Cohen as VP, talent management.
Executives say closerlook recognizes that relationship marketing has implications for what creativity means, that the agency must do more than “be creative” to best serve its clients. Mason is guiding the agency’s approach to “new creativity” – which delivers measurable outcomes for clients through considered collaboration with strategy, technology, and analytics.
With expertise in marrying business and technology, Tapson helps clients evaluate and apply their investments in data and technology to support their current and anticipated marketing needs, closerlook executives say.
And as closerlook continues to invest in its internal team to deliver exceptional service to its clients, Cohen focuses on growing the skills, knowledge and capabilities of the agency’s staff while keeping them abreast of advancements in marketing and technology.
Executives say closerlook’s 2013 portfolio of multi-channel relationship marketing campaigns demonstrates its distinctive approach to the four marketing fundamentals.
The agency designed an analytical framework that delivers insights and value measurements of individual healthcare professionals, driving the creation of more efficient, effective marketing campaigns; launched portfolio Websites for mature and launch brands that presented disease-state and branded messaging in a single property to address the messaging needs of multiple segments; developed an app in support of a technology-enabled sales force designed to help sales representatives uncover and deliver the messages a healthcare professional needs to move to the next stage of brand adoption; and created responsive-design Websites and eLearning programs, which increased engagement with healthcare professionals by delivering content to their preferred devices.
For three closerlook-managed brand Websites, traffic from mobile devices increased an average of 750 percent in 2013, executives say.
Structure And Services
closerlook is a full-service digital agency comprising a team of strategists, data analysts, and user-experience professionals; a full creative team with design, writing, and motion-media capabilities; a technology team of developers and database specialists; and a client-service team with experienced account and project managers.
According to leadership, closerlook is skilled in working with marketing technology platforms that cover database and user management, insight generation, campaign and content management. Current tools include Appature Nexus, StrongView, Veeva, and Kentico. Clients’ user data is managed by Backstage CRM, while healthcare professional portals are built on Backstage Web.
The agency’s relationship marketing programs continuously capture physicians’ actions and preference data from brands’ various marketing tactics, according to agency leaders.
“The analysis of this individual-level marketing activity data, when married with individual-level prescribing data, provides rich insight that leads to the development of content most relevant to physicians,” executives say. “The result: Brands build and maintain meaningful relationships with their most valuable HCP targets, in an efficient, effective manner. This smarter marketing approach often leads to incremental revenue and significant cost savings for clients when implemented at the enterprise or franchise level.”
Future Plans
Executives say the agency is continuing to invest in advanced data modeling and analytics that generate richer, more actionable insight about clients’ healthcare professional targets. Through a strategic partnership with Decile LLC, closerlook has developed a method for estimating individual healthcare professionals’ level of adoption of a particular brand as a means for message planning. closerlook is also developing new capabilities to measure the performance of messages across tactics so that marketers can achieve greater insight into how healthcare professionals are interacting with their brands. To make use of the insight generated by its enhanced analytical ability, the agency continues to invest in developing novel creative campaigns and tactics that represent the latest thinking and developments in technology, data, analysis, and strategy.
Philanthropy/Citizenship
Executives say throughout 2013, the closerlook team remained active in local and global efforts to improve the social, economic and physical health of communities.
closerlook sponsored the Firefly Ball, benefiting Off The Street Club’s initiative to send youth from Chicago’s West Side to a summer camp; a gala for Upwardly Global, which aims to eliminate employment barriers for skilled immigrants and refugees; and the Sue Duncan Children’s Center, providing top-level educational programming to children and families in impoverished communities.
closerlook joined more than 6,000 volunteers in the annual Chicago Cares Serve-a-thon, the city’s largest community service event, to transform public schools and improve learning environments.
CEO David Ormesher continues to lead Bigger Future, a nonprofit business and leadership training program based in Rwanda. He also serves on the board of directors of the Lyric Opera of Chicago. This past year, Ormesher was named to the board of the Lurie Children’s Hospital Foundation and to the Innovation Board of XPRIZE Foundation.
