Not unlike other pharmaceutical companies, the challenge for Deerfield IL-based Ovation Pharmaceuticals was to make the best use of a physician's time and provide concise information relevant to the individual physician. Ovation turned to tablet PCs loaded with closed-loop marketing (CLM) software that allows sales reps to retrieve data in real-time and capture information such as physician viewing and prescribing patterns. Increasingly, large pharma companies including AstraZeneca, Bayer, Merck and Pfizer along with smaller specialty and biotech firms are aggressively pushing their CLM initiatives. If CLM as a strategy represents an opportunity for pharma companies to leverage new technologies in order to better communicate with physicians, then online video detailing is fast becoming the preference of choice for doctors. A recent study by Manhattan Research reported that close to 45,000 physicians had online video details with sales reps in 2007, and more than 300,000 have shown interest in interacting with sales or other company representatives online. These physicians also reported that, on average, they met with seven different representatives a month.