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iTV in Pharmaceutical Marketing: Building Customer Relationships Through a New Channel
Datamonitor, Nov 2002, Pages: 30
This Brief evaluates the interactive TV (iTV) market and its application in customer relationship management (CRM). The level of CRM offered by iTV is currently very basic, but will likely evolve as the adoption of iTV expands. The pharmaceutical industry can prospectively use iTV for marketing and CRM to increase customer contact, loyalty and revenues.Coverage: US, EuropeApplication of iTV in analytical and operational Crmbreakdown of four operational CRM models by level of interactivityMillions of homes in the UK and Western Europe already use interactive TV over satellite, cable and local broadcast services. Commercial iTV operations in the US were launched in 2000 with consumer rollouts scheduled through 2004 and beyond.iTV can improve the length and quality of consumer interaction with a brand and thus serve as an effective marketing avenue. The use of iTV for CRM will be limited by the adoption rate of iTV and the evolution of its technological capabilities.As the technology evolves, pharmaceutical companies will include iTV as an increasingly large component of their direct-to-consumer marketing mix in the US. The companies that pioneer the use of this marketing avenue are likely to gain competitive advantage particularly if they are able to maintain customer relationships established early.Understand the status of the current iTV market and how it can be used to improve customer relationship management and foster brand loyaltyGain insight into the future of CRM using iTV, specifically video chat, personalized advertising and audience controlled interactive advertisingLearn which strategic opportunities exist for pharmaceutical companies in using iTV to increase customer contact, loyalty and revenues
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