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Pharmaceutical Customer Relationship Management: Developing and Improving CRM
Pharmaceutical Customer Relationship Management: Developing and Improving CRM
As the pharmaceutical industry focuses on maximizing the lifetime value of customers and physicians, customer relationship management plays an increasingly important role. This study examines several top companies' CRM strategies and tactics to discover and analyze CRM best practices
Navi Mumbai,
Maharashtra,
India
(prbd.net)
08/11/2010
Uncover CRM strategies, structure, spending and staffing
As the pharmaceutical industry focuses on maximizing the lifetime value of customers and physicians, customer relationship management plays an increasingly important role. This study examines several top companies' CRM strategies and tactics to discover and analyze CRM best practices. From structural involvement to overcoming inherent customer relationship management challenges, this study delves into the topics most relevant to pharmaceutical companies today.
Pharmaceutical Customer Relationship Management analyzes the inner-workings of initiative development, management and improvement processes. The report provides companies with the necessary tools to improve their CRM programs by comparing their spending, staffing, structure, and strategies to those of top pharmaceutical companies.
The report is broken down into four chapters:
Chapter 1: Structure and Resources - Learn how innovators develop champions for their CRM programs and rely on cross-functional cooperation. Benchmark investment levels and outsourcing strategies of various programs.
Chapter 1: Strategies and Tactics - Examine top CRM programs- objectives and goals. Analyze companies' efforts to measure customer lifetime value and return on investment.
Chapter 3: Challenges and Opportunities - Uncover some of the top challenges CRM programs face today and learn how to overcome these obstacles. Discover how the most successful programs rely on market research to develop customized messages and launch targeted efforts across various media channels.
Chapter 4: Real-World CRM Programs - Explore 13 real-world CRM programs' resources, structure, development timeframes and media mixes.
Utilize this study to win additional resource support for your customer relationship management efforts. Apply findings from the study to streamline program management and improvement processes.
Companies Included in Report
• Ajilon
• ALK-Abello
• Bristol-Myers Squibb
• CPC Healthcare Communications
• Harte-Hanks
• Johnson & Johnson
• Merck
• Novo Nordisk
• Roche
• Sanofi-Aventis
• The Cement Works
• Wyeth
• A pharmaceutical company (name withheld by request)
• Sample Content from the Report
Excerpted from Chapter 1: CRM Structure and Resources
Making CRM the Central Marketing Strategy
The first solution to the "problem" of CRM structure may be to eliminate entirely the issue of structure. This happens when CRM is not a separate program but a central tenet of the entire marketing organization.
At Company 6, the marketing function oversees the CRM program. The company aims to fit all of its CRM activities into its brands' relationship marketing strategies. For brand teams and the broader marketing organization, customer relationship management is not a discrete program that simply covers data warehousing or add-ons such as direct mail campaigns. Instead, comprehensive relationship management is the dominant paradigm for all marketing teams.
By avoiding the disjointed, uncoordinated efforts, all elements of customer management occur under the broader umbrella of customer relationship management. Patients and physicians move through a process that begins with education and awareness for relevant brands and treatments. Individuals then move through customer acquisition to adherence and, finally, advocacy. The steps are not new, but the marketing organization views customers holistically by understanding their position and progress on the CRM ladder.
Company 6's brands oversee their own CRM. Ultimately, profit and loss responsibility falls to the brand team, which owns all relationship marketing and CRM activity for the brand. Brand heads report into business unit leaders; in the US, each brand tends to fall under the oversight of a vice president of marketing. Other groups that support the brand and work with the CRM system might include marketers focused on healthcare professionals, medical education, consumer marketing and managed care teams.
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