For the past decade, pharma has been looking for answers to the challenges of reduced access to physicians, changing stakeholder preferences, and decreasing effectiveness of traditional sales force strategies.

Closed Loop Marketing (CLM) and Multichannel Marketing (MCM) have emerged as industry responses to these issues. These two approaches are among the most used weapons in pharma’s armory for “digital transformation” – reinvention of the business model using new digital technologies.

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