Research On Closed Loop Marketing Of X Multinational Pharmaceutical Based On The Custom Relationship Management System

In the year of 2013, GlaxoSmithKline(GSK), the Multinational pharmaceutical company was suspected of serious commercial bribery. The pharmaceutical company, especially the foreign pharmacy was pushed to the top of public media again. The nonstandard sales model has been seriously hit. At the same time, diversity and complexity of national policies such as the tender based medicine has pushed the promotion model to change in the pharmaceutical industry. More and more pharmaceutical companies find that the academic promotion might be the only way for the long-term and healthy development. Worldwide, the old traditional marketing concept of " product is king" gradually changes to be “customer-centric”. In the past 10 more years, the multinational pharmaceutical companies who are treated as the leading roles in the industry, were actively devoting in the Research and Development of new products as well as establishing customer relationship management system(CRM) in the marketing process. They integrate the customer resources using the IT tools to improve the effectiveness of Sales Force, and they standardize the whole process and focus more on the precise needs of potential customers.X company, as one of the Multinational pharmaceutical companies, facing the fierce competitive market, decided to learn from the experienced ones, and promote to use the new mobile equipment to upgrade the existing CRM system. They used the new CRM system to provide the interactive E-DA, and collect feedbacks through the process of key message delivery in the visiting of Medical Representatives company then adjusted the marketing strategy to make precise market management, and finally to complete the Closed Loop Marketing(CLM).This dissertation firstly introduces the theoretical research of Closed Loop Marketing domestically and globally. Secondly it analyzes the opportunities and challenges the multinational pharmaceutical companies are facing. Especially digital marketing based on mobile Internet has been used broadly in the marketing job. Thirdly, in the premise of the characteristics of pharmaceutical marketing and basic drug sales process, this dissertation presents the application of CRM in the Multinational pharmaceutical companies, and closed-loop marketing strategy extended from the fine marketing theory,as well as the use and development in pharmaceutical companies.In the fourth chapter, the dissertation analyzes the implementation of the closed-loop marketing system by using SWOT methodology, and the implementation closed-loop marketing strategy using the example of Product P of X company and finalizes the closed-loop marketing strategy according to the survey by the experienced professionals, they designs the e-DA and screens the different types of customers. Then the dissertation puts forward the flows of realizing CLM and the suggestions on the resource organization.Finally, the dissertation summarizes Closed Loop Marketing experiences in X companies and takes a perspective of digital marketing in future according to the implementation of the Closed Loop Marketing.