Closed Loop Marketing System: Automating marketing insights
Project Overview
The project aimed to build a Closed-Loop Marketing (CLM) system to capture insights from digital interactions between medical reps and doctors. Data from offline sessions, including doctor preferences and prescription patterns, was synced with CRM, processed on AWS, and visualized in Power BI to enhance sales strategies and product offerings in healthcare.
Problem Statement
Brand managers struggled to capture and sync data from offline sessions to understand doctor behaviors and prescribing preferences. The challenge was making this data actionable in real-time for improved sales strategies and healthcare marketing decision-making.
Key Findings
- Data Capture & Insights: Brand managers in the healthcare space needed a way to gather meaningful insights from digital presentations to better understand doctor behaviors and prescribing habits.
- Offline Data Collection: Synchronizing data collected from offline detailing sessions posed a challenge, requiring precision and efficient analysis.
- Efficiency in Analysis: Given the volume of data, efficiently processing and visualizing large datasets was critical to providing quick, actionable insights.
Implemented Solution
An offline app captured data during presentations, synced with the CRM, processed via AWS, and visualized in Power BI for real-time insights.
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Offline Application Development:
We developed an offline application that ran concurrently with the medical representative's presentation, capturing key data such as time spent on different product categories and doctor preferences.
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Data Synchronization:
Once the presentation concluded, the app synced the collected data with the CRM, ensuring all data was consolidated into one central system for easy access.
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AWS Data Processing:
Due to the large scale of the data, we migrated data processing to the AWS cloud environment. Leveraging AWS services like AWS Lambda and AWS Athena, we efficiently transformed, processed, and stored the data.
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Data Organization & Visualization:
The processed data was structured into a format suitable for enterprise-level reporting. We integrated this data into Power BI, which allowed the management team to access real-time visual insights and actionable reports for improved decision-making.
Results
The Closed-Loop Marketing Solution improved data relevance by 77%, cut manual data review time by 89%, and enabled better sales planning. This empowered the healthcare brand management team to optimize sales strategies, enhance doctor engagement, and drive stronger business outcomes.