CLM and interactive PDFs in pharma: what they are, what types there are and when to use each one (without the hassle)

In recent years, in pharma we've gone from paper to tablets almost without realizing it. Today we talk about CLM , interactive PDFs , digital materials , as if everyone knew exactly what each one meant. But the reality is that we often use the same terms… for very different things.

That's why this article isn't about technology; it's about understanding what we have in our hands , what kind of material we're using, and, above all, what each one is used for during a medical visit .

Let's start from the beginning: what is a CLM or an interactive PDF?

A Closed Loop Marketing (CLM) or interactive PDF is a digital resource designed to support medical visits. It is typically used on a tablet or computer and its main function is to facilitate the conversation between the sales representative and the healthcare professional.

It's not just "a pretty PDF." It's a tool that can:

• Order the message

• Facilitate the explanation of complex data

• Adapt (more or less) to what the doctor wants to see

The main difference between one CLM and another is not in the name , but in how they are navigated and how much interaction they allow .

And this is where the three main types of CLM that we usually find in pharma come into play.

Simple CLM: the traditional linear navigation system.

This is the most basic and also the most widespread format. It is, essentially, a digital document that is viewed from beginning to end , like a traditional presentation.

In practice, the delegate opens the material and scrolls through the screens one after another. There are no decisions to make, no alternative routes: the path is closed from the start.

A very recognizable example

Imagine a visit where the delegate begins by:

1. Mechanism of action

2. Effectiveness

3. Security

4. Posology

And it always follows that order, visit after visit, doctor after doctor. If the healthcare professional wants to go directly to security, they have to go through several screens to get there.

When does it usually work well?

This type of CLM is suitable when:

• The message is very structured

• Maximum homogeneity in discourse is sought

• The material is core and doesn't require much adaptation.

• The aim is to minimize compliance or technical risks

Its limits

The problem arises when the conversation isn't linear , because most visits aren't . The doctor asks questions, interrupts, wants to get to the point. And the material doesn't always match that pace.

CLM light or interactive: when the conversation rules

Here we take it a step further. The content remains relatively simple, but it no longer forces you to follow a single path. Menus, buttons, and internal links appear, allowing you to move freely through the material.

Navigation ceases to be sequential and becomes dynamic .

A very real example of a visit

The delegate opens the CLM and sees a menu with several options:

• Patient profile

• Effectiveness

• Security

• Comparators

The doctor says, “Show me security directly.” One tap and you’re there. Then he asks about comparison tools and you access it without going back or going through intermediate screens.

The material adapts to the conversation , not the other way around.

Why this format is usually more popular

Because it's much more like how we actually talk during a visit:

• We don't follow a rigid script

• We answer questions

• We jump from one topic to another

This type of CLM gives the delegate more freedom and usually generates a more natural experience for the doctor.

The tipping point

Technology doesn't rule here; design does. If the structure isn't well thought out, the material becomes chaotic. A poorly designed interactive CLM can be more confusing than helpful.

CLM full: when we talk about development and not just design

The third level is in a completely different league. Here we're not just talking about a PDF with links, but about developed materials with programming, internal logic, and much more advanced experiences.

This type of CLM may include:

• Complex animations

• Content that changes depending on your selections

• Simulations

• Integrations with advanced data or metrics

Clear example

During the visit, the delegate selects:

• Patient type

• Approximate weight

• Clinical profile

And the CLM adapts the messages, graphics, or data to that specific profile. It's not just about displaying information; it's about interacting with it .

When does it make sense to reach this level?

It's not for everything. It's usually reserved for:

• Strategic products

• Major releases

• Highly distinctive messages

• Situations where the CLM is almost the protagonist of the visit

The usual risk

The misconception that "more complex is always better" is a misconception. These materials are powerful, yes, but they are also more expensive, more delicate, and not always necessary. If the team doesn't use them properly, the effort is wasted.

Comparing the three types of CLM at a glance

Aspect	simple CLM	CLM light / interactive	CLM full
Navigation method	Linear	Free, non-sequential	Fully dynamic
Technical complexity	Low	Average	High
Programming	No	No	Yeah
Adaptation to the visit	Limited	High	Very high
Cost and effort	Low	Half	High
Technical risk	Very low	Low	Medium/high

The key idea to stay

In pharma, the best CLM isn't the most sophisticated , but rather the one that best supports the conversation . Sometimes it will be a simple one, other times an interactive one, and in very specific cases, a full-featured one.

The problem is not choosing the wrong format, but not being clear about what we want it for .

If the CLM helps the delegate explain better and the doctor understand faster, then it's a good choice. Everything else is secondary.