AZ selects Proscape to pilot closed loop marketing programme

US-based closed loop marketing software developer Proscape Technologies has expanded its existing relationship with Anglo-Swedish pharmaceutical company AstraZeneca (AZ), which will pilot Proscape's closed loop marketing technology in a number of EU countries.

The closed loop marketing approach measures the results of marketing and communication initiatives by tracking the response of identified groups. The results of responses, such as completed surveys, promotional entries, coupon redemptions and purchase behaviour, are added to a database for tracking and evaluation to improve future marketing decisions.

Marketing campaigns wired up to a closed loop system can adapt to customer needs and allow marketers to develop and monitor strategic campaigns based on a wide variety of customer histories and behaviours.

Proscape's closed loop system will enable AZ to deliver interactive information to doctors through hand-held PCs. The technology was developed to augment the quality and accessibility of medical education in end users, while meeting industry regulatory and compliance requirements.

AZ sales reps currently use Proscape closed loop marketing in the US and will launch the EU programme with a pilot soon.

Derek Pollock, president of Proscape Life Sciences, said: "Proscape's innovative technology has been proven to improve the quality of customer care delivered by the world's leading pharmaceutical companies, producing tangible results such as unaided message recall, improved doctor relationships and higher-quality doctor interactions."