Marketing Roundtable

February 2, 6:00 PM - 9:00 PM

Integrated e-detailing provides a new platform for marketers

Integrated e-detailing. Firms are using e-marketing with personal selling to create links among the brand, the sales force and customers. A case study from the pharmaceutical industry.

Where:

Gleacher Center, Room 100
450 N. Cityfront Plaza
Chicago, IL
Online Driving directions

Who:

David Ormesher
CEO
closerlook

Jessica Hwu
PRM Program Director
closerlook

Program:

6:00 pm - 6:30 pm: Registration
6:30 pm - 8:00 pm: Panel Session
8:00 pm - 9:00 pm: Networking and Cash Bar

Cost:

No Charge

Registration:

Register online
Please register by February 1.

Questions:

Marti Konstant
312.933.0101
mkonstant@rcn.com

Event Details

Find out how firms are integrating e-marketing with personal selling to create links among the brand, the sales force and customers. A case study from the pharmaceutical industry. Detailing, the personal communication between sales representative and physician, accounts for a large share of the pharmaceutical industry's marketing expenditures. Studies have shown that detailing seems to provide the highest rate of return on marketing investment. (Puneet Manchanda, Peter Rossi, Pradeep K. Chintagunta, University of Chicago, 2003) Physicians that are now spending more time online researching medical topics than they do with sales reps are contributing to a new opportunity for marketers. (Harris Interactive/Boston Consulting Group). This presentation will explore the relationship between existing medical sales force effort and an integrated eDetailing program. According to Dave Ormesher, CEO of closerlook, "strategic marketing plans work best when they integrate e-details with other sales activities". Companies can use these types of online communication activities as an ongoing customer relationship management tool (CRM), thus leading to more productive face-to-face interactions with their best customers.

Speaker Profiles

David T. Ormesher
David T. Ormesher provides strategic direction and leadership for closerlook. As CEO,Ormesher has taken closerlook from a small, creative media boutique and grown it into a recognized leader in creating innovative communication solutions that help clients in the pharmaceutical and high-technology industries get closer to their most important customers. Since founding the company in 1987, Ormesher has created a rich, cohesive culture at closerlook by maintaining a hands-on approach to building client success and sustaining lasting account relationships. David has guided the growth and evolution of the firm, attracting a world-class team of account strategy, user experience, design, technology and marketing services experts to deliver unique online and offline branded experiences that provide measurable results.

Pharmaceutical firms such as Merck, GSK, Lilly, TAP, Abbott, Boehringer Ingelheim and Baxter have all turned to closerlook for strategic communication solutions including pre-launch market conditioning and digital thought leader programs; eDetailing and non-personal promotion; CME and sales force distance learning; and patient education and recruitment. In addition, David has built long-term client relationships in accounts like Accenture, Dearborn Publishing and Kodak. Ormesher has 21 years of experience in marketing communications. He worked for seven years in television as producer and journalist for a syndicated magazine-format series entitled, "A Closer Look." He holds a graduate degree from Garrett-Evangelical Theological Seminary and a bachelor's degree from Wheaton College.

Jessica Hwu
As the Program Director of the Physician Relationship Management (PRM) offering at closerlook, Jessica is responsible for setting, guiding and implementing all PRM related initiatives while cultivating client relationships and seeking strategic opportunities across projects. She has led cross-functional teams, consisting of both internal and client-side personnel, in servicing clients in the healthcare, communication and high-tech industries. Jessica has been with closerlook since 2000 and current client base includes TAP Pharmaceuticals and Abbott Laboratories.

Jessica brings with her Big-5 consulting experiences in the financial services industry and product development. She also has extensive telecommunication background, focusing on customer relationship management processes and tools implementation. Jessica has an MBA from University of Chicago and a BA from University of Illinois – Champaign Urbana.