Closed-loop marketing (CLM) is a system where a sales representative presents digital content to a prescriber, usually on a tablet, and the interaction data feeds back into the next call’s content selection; eDetailing is the digital presentation itself, the interactive content shown during that visit.
eDetailing refers to the interactive digital presentation — often an interactive slide deck or app — a sales representative shows during an HCP visit, replacing or supplementing printed materials with something more dynamic and trackable.
Closed-loop marketing is the broader system: the same eDetailing content is used across calls, engagement data (which sections a prescriber spent time on, what questions came up) feeds back into CRM, and subsequent visits are informed by that history, closing the loop between content and outcome.
The website side of this typically involves content synchronisation with whatever CLM platform your field team uses, and sometimes a web-based extension of the same approved content — see website integrations for how that connection is typically built.
We do not build the underlying field CRM or CLM platform itself — that is specialist vendor territory — but we can connect your website to it and make sure content stays consistent across both channels, so a rep’s tablet presentation and the public site never contradict each other on claims or messaging.
Yes, closely — CLM and eDetailing are typically one channel within a broader omnichannel approach that also includes the website, email, and other HCP touchpoints working together around the same rep relationship. See what is omnichannel in pharma for how these channels are meant to work together rather than in isolation.
Yes, the same medical, legal, and regulatory review that applies to any other promotional content applies here too, regardless of the channel or format it appears in. Treating eDetailing content as lower-risk because it is delivered by a rep rather than published openly is a common but avoidable mistake.
Often yes, with adaptation rather than a straight copy-paste, since a rep-guided conversation and a self-service web page serve different contexts even when covering the same approved claims. Reusing approved source content reduces review overhead and keeps messaging consistent, but the format and level of detail should still fit each channel.
Tell us your CLM setup and we will tell you how we would keep content consistent across channels.