Not field or remote. Field and remote, on the same doctor.
Two colleagues who exchange information and build, for each doctor, the best possible experience.
The single-channel model no longer holds.
Field alone costs and does not intercept the doctor's digital moments. Remote alone lacks the strength of the physical relationship. The productivity of a single-channel network is bound to decline. The effective model combines the two: a visit from the field rep, followed by an inter-cycle call from the Informatore Remoto®, complemented by email marketing, all focused on the same points.
For it to work, one condition is needed: information from multiple sources brought together and coordinated, so as to create closed-loop marketing across multiple channels. Without that coordination, field and remote do not integrate — they overlap or ignore each other.
Field visit, remote inter-cycle call, digital follow-up: sequences built on the same doctor and the same message.
The information from the two channels is brought together, so that each contact knows the history of the other and adapts the message.
Field and remote exchange information on the individual doctor, building a continuous experience instead of disconnected contacts.
Remote extends coverage without expanding the field.
The closed loop avoids overlaps and gaps.
The remote inter-cycle call keeps the relationship alive between visits.
Field, remote and digital aligned on the same points.
Merqurio owns both networks — field and remote — and invented the remote figure. It does not have to make two different suppliers talk to each other: the two networks are its own.
The closed-loop coordination, the database that targets and thirty years of practice on both channels ensure that the integration is real, not declared.
