1. Can a Closed
Loop
Marketing
(CLM) Model
improve SFE?
Giovanny León, Access & Commercial Director Novartis
Sales & Marketing Excellence Latin America Congress
28th-29th June 2012, Miami

2. What is CLM?
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| CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
June | Giovanny Leon & Mktg
& Mktg Excellence LatAm

3. What is CLM?
Conection
Understan
ding
Improvement
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4. Page  4 | CLM | Giovanny Leon | | CLM29th 2012 | Sales | June 29th 2012 | Sales
June | Giovanny Leon & Mktg Excellence LatAm
& Mktg Excellence LatAm

5. How to take advantage of CLM?
| CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm

6. CLM tool by excellence: the iPad
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| CLM | Giovanny Leon | |June 29th 2012 Leon | June 29th Excellence LatAmLatAm
CLM | Giovanny | Sales & Mktg 2012 | Sales & Mktg Excellence LatAm
& Mktg Excellence

7. Do you have iPad implemented in
your FF?
1. Yes
2. No, but already
planned
3. No, we don t plan
any deployment
Page  7 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
| CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
June | Giovanny Leon & Mktg
& Mktg Excellence LatAm

8. Closed loop marketing (CLM)
Page  8 Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
| CLM | CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
June | Giovanny Leon & Mktg
& Mktg Excellence LatAm

9. Do we really NEED to implement CLM?

10. Implementation scenarios
a b
c
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| CLM | Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
June | Giovanny Leon & Mktg
& Mktg Excellence LatAm

11. What scenario do you believe is the
best option for your organization?
1. Traditional
2. iPad w/o CLM
3. Full CLM
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| CLM | Giovanny Leon | |June 29th 2012 Leon | | CLM29th Excellence LatAm29th 2012 | Sales
CLM | Giovanny | Sales & Mktg 2012 | Sales | June Excellence LatAm
June | Giovanny Leon & Mktg
& Mktg Excellence LatAm

12. e-Call Phase I
implementation in
Venezuela

13. Page  13
| CLM | Giovanny Leon | June 29th 2012 | SalesCLM | Giovanny Leon LatAm29th 2012 | Sales
| & Mktg Excellence | June
& Mktg Excellence LatAm

14. What is the real impact?

15. Visited with iPad
Survey to 705 MDs in Venezuela, May 2012
15 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm

16. Satisfaction
Survey to 705 MDs in Venezuela, May 2012
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17. Preference
Survey to 705 MDs in Venezuela, May 2012
17 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm

18. Top of Mind
4% 5% 18% 21% 21% 32%
Galeno Pfizer Sanofi Aventis Doesn´t Remember Others Novartis
≥ 3%:
Bayer, AstraZe
neca & MSD
are included
Survey to 705 MDs in Venezuela, May 2012
18 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm

19. Interaction
Survey to 705 MDs in Venezuela, May 2012
19 | CLM | Giovanny Leon | June 29th 2012 | Sales & Mktg Excellence LatAm

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