Closed Loop Marketing System: Turning doctor interactions into real-time insights to drive smarter sales strategies
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 needed meaningful behavioural data from digital detailing sessions to better understand doctor preferences and tailor future messaging strategies accordingly.
- Offline Data Collection: Medical representatives often operate in offline environments, requiring a solution that could capture data during presentations and synchronise it later without data loss.
- Efficiency in Analysis: Given the volume of sessions across regions, fast and scalable data processing was essential to produce timely, enterprise-ready insights for strategic planning.
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:
An offline app was developed to run in parallel with presentations, capturing detailed metrics including time spent per product slide, doctor engagement patterns, and preferences—all without requiring an internet connection during the session.
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Data Synchronization:
Post-session, the app automatically synced all data to the central CRM system when online connectivity was restored, ensuring unified access and continuity across all reporting systems.
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AWS Data Processing:
To handle the scale of collected data, we leveraged AWS services such as Lambda and Athena to process, transform, and store datasets efficiently. This cloud-native setup enabled flexible, cost-effective processing at scale.
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Data Organization & Visualization:
Processed data was formatted for advanced analytics and integrated into Power BI dashboards. These dashboards provided leadership teams with real-time visual insights into field performance, doctor preferences, and content effectiveness—enabling faster, smarter marketing decisions.
Results
The implementation of the Closed-Loop Marketing system brought measurable improvements across marketing and sales operations. Data relevance improved by 77%, while manual data processing time dropped by 89%, allowing teams to act on insights faster. As a result, sales strategies became more personalised and efficient, with enhanced doctor engagement and better alignment between field actions and marketing goals. The system became a strategic asset, empowering brand managers to refine messaging, optimise field force planning, and ultimately drive stronger business outcomes in the competitive healthcare space.