Pharma CRM


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Pharma CRM

  2. 2. CRM is all about identifying, satisfying, retaining and maximizing the value of a company's best customers. are methods that companies use to interact with customers. Customer relationship management (CRM)
  3. 3. <ul><li>CRM Methodology </li></ul><ul><li>The methods include employee training and special purpose </li></ul><ul><li>CRM software. </li></ul><ul><li>There is an emphasis on handling incoming customer phone </li></ul><ul><li>calls and email </li></ul><ul><li>Information collected by CRM software may be used for </li></ul><ul><li>promotion and surveys such as those polling customer satisfaction. </li></ul>
  4. 4. <ul><li>Why CRM Initiatives tend to Fail ? </li></ul><ul><li>If Implementation is limited to software installation, without providing </li></ul><ul><li>the context, support and understanding for employees to learn. </li></ul><ul><li>Solution </li></ul><ul><li>Tools for customer relationship management should be </li></ul><ul><li>‘’ Implemented &quot;only after a well-devised strategy and operational </li></ul><ul><li>plan are put in place </li></ul>
  5. 5. Types/variations of CRM Operational CRM Operational CRM provides support to &quot;front office’’ business processes, e.g. to sales, marketing and service staff. Interactions with customers are generally stored in customers' contact histories, and staff can retrieve customer information as necessary. <ul><li>Operational CRM processes customer data for : </li></ul><ul><li>Managing campaigns </li></ul><ul><li>Enterprise Marketing Automation </li></ul><ul><li>Sales Force Automation </li></ul><ul><li>Sales Management System </li></ul>
  6. 6. <ul><li>Analytical CRM </li></ul><ul><li>Analytical CRM analyzes customer data for a variety of purposes: </li></ul><ul><li>Designing and executing targeted marketing campaigns </li></ul><ul><li>Designing and executing campaigns, e.g. customer acquisition, </li></ul><ul><li>cross-selling, up-selling, add-on-selling etc. </li></ul><ul><li>Analyzing customer behavior in order to make decisions relating </li></ul><ul><li>to products and services (e.g. pricing, product development) </li></ul><ul><li>Management information system (e.g. financial forecasting and </li></ul><ul><li>customer profitability analysis) </li></ul>Types/variations of CRM
  7. 7. <ul><li>Sales Intelligence CRM </li></ul><ul><li>Sales Intelligence CRM is similar to Analytical CRM, but is intended </li></ul><ul><li>as a more direct sales tool. Features include alerts sent to sales </li></ul><ul><li>staff regarding: </li></ul><ul><li>Cross-selling/Up-selling/Switch-selling opportunities </li></ul><ul><li>Sales performance </li></ul><ul><li>Customer trends </li></ul><ul><li>Customer margins </li></ul><ul><li>Customer alignment </li></ul>Types/variations of CRM
  8. 8. <ul><li>Campaign Management </li></ul><ul><li>Campaign management combines elements of Operational and </li></ul><ul><li>Analytical CRM. </li></ul><ul><li>Campaign management functions include: </li></ul><ul><li>- Target groups formed from the client base according to selected </li></ul><ul><li>criteria. </li></ul><ul><li>Sending campaign-related material (e.g. on special offers) to </li></ul><ul><li>selected recipients using various channels (e.g. e-mail, telephone, </li></ul><ul><li>SMS, post) </li></ul><ul><li>-Tracking, storing, and analyzing campaign statistics, including </li></ul><ul><li>tracking responses and analyzing trends </li></ul>Types/variations of CRM
  9. 9. <ul><li>Collaborative CRM </li></ul><ul><li>Collaborative CRM covers aspects of a company's dealings </li></ul><ul><li>with customers that are handled by various departments within a </li></ul><ul><li>company, such as sales, technical support and marketing. </li></ul><ul><li>Staff members from different departments can share information </li></ul><ul><li>collected when interacting with customers. </li></ul><ul><li>Eg.: Feedback received by customer support agents can </li></ul><ul><li>provide other staff members with information on the services </li></ul><ul><li>and features requested by customers. </li></ul><ul><li>Collaborative CRM's ultimate goal is to use information collected by </li></ul><ul><li>all departments to improve the quality of services provided by </li></ul><ul><li>the company </li></ul>Types/variations of CRM
  10. 10. Differentiate the Product or Die or Do CRM (Customer or Patient Care - Relationship Management)   PHARMACEUTICAL CRM
  11. 11. <ul><li>On the average, Pharmaceutical product development reaching </li></ul><ul><li>consumers after Phase III is a billion dollar investment, </li></ul><ul><li>takes 13 years and the product uniqueness patent expires in </li></ul><ul><li>15 years – Therefore difficult to create a product. </li></ul><ul><li>Takes lot of money and time to take the product to consumers, </li></ul><ul><li>and ownership of the product expires sooner than any product </li></ul><ul><li>created for its uniqueness. </li></ul>CRM thus helps to get the most revenue from shelf life by reaching more new prescribers (doctors) & patients (consumers), keeping them loyal by increasing their well being Has the potential to innovate new products there by providing competitive advantage to continue to thrive in the market and grow. Why is CRM Important for Pharmaceuticals ?
  12. 12. <ul><li>Customer Perspective : </li></ul><ul><li>Fulfillment of product or service needs </li></ul><ul><li>New enhancements to products and services </li></ul><ul><li>Quality of communication </li></ul><ul><li>Reward for better relationship </li></ul>The principles of Pharmaceutical CRM
  13. 13. <ul><li>Operations perspective </li></ul><ul><li>Quality of interactive media and interactive </li></ul><ul><li>communications </li></ul><ul><li>Right message, Right offer </li></ul><ul><li>Data capture and data utilization </li></ul><ul><li>Customer intelligence </li></ul>The principles of Pharmaceutical CRM
  14. 14. <ul><li>Management perspective </li></ul><ul><li>Relationship level metrics </li></ul><ul><li>Products & services level intelligence </li></ul><ul><li>Revenue </li></ul><ul><li>Profitability </li></ul><ul><li>New Product development and penetration into the market </li></ul>The principles of Pharmaceutical CRM
  16. 16. PHARMACEUTICAL CRM Doctors Retailers / Stockists Patients Regulatory bodies FDA
  17. 17. PHARMACEUTICAL CRM - DOCTORS SPONSORSHIP <ul><li>Scientific </li></ul><ul><li>Books /Journals /Instruments /CDs </li></ul><ul><li>Conference participation </li></ul><ul><li>All India /State-wise/ Speciality-wise </li></ul><ul><li>Conducting CMEs </li></ul><ul><li>Sponsoring IMA doctor meets </li></ul><ul><li>Medical camps </li></ul><ul><li>Medical college promotion </li></ul><ul><li>Non – Scientific </li></ul><ul><li>Gifts – Customized, High value </li></ul><ul><li>& Brand reminders </li></ul><ul><li>Foreign tours </li></ul><ul><li>Donations </li></ul><ul><li>Samples </li></ul><ul><li>Discounts / Special schemes </li></ul><ul><li>on purchase of products. </li></ul><ul><li>Contests /Lucky draws /Offers on </li></ul><ul><li>prescription of products. </li></ul>
  18. 18. PHARMACEUTICAL CRM - RETAILERS & STOCKISTS <ul><li>Schemes / Bonus offers /Discounts </li></ul><ul><li>Contests </li></ul><ul><li>Sponsoring retailer meets </li></ul><ul><li>Gifts – Pens / Order books / Displays </li></ul>
  19. 19. PHARMACEUTICAL CRM - PATIENTS <ul><li>Free Camps – Eye check up, Diabetes </li></ul><ul><li>detection, Osteoporosis. </li></ul><ul><li>Free Samples/ Discounts/ Starter pack </li></ul><ul><li>Booklets /Leaflets/ Posters on ‘Disease </li></ul><ul><li>management ,Do’s & Dont’s. </li></ul><ul><li>Gifts (Children) </li></ul><ul><li>Contests – Healthy baby, Mother & Child </li></ul><ul><li>Spreading awareness – World heart day, World ORS day. </li></ul>
  20. 20. <ul><li>Need to increase the profit potential from a strong </li></ul><ul><li>customer relationship. </li></ul><ul><li>Deliver a superior customer service. </li></ul><ul><li>Improve customer retention rates. </li></ul><ul><li>Reduce time to market of new propositions. </li></ul><ul><li>Increase market share and revenue per customer. </li></ul><ul><li>Improve workforce productivity. </li></ul><ul><li>To establish a low cost communication link between the company </li></ul><ul><li>and its regular customers. </li></ul>Reasons driving Pharma Companies to adopt CRM :
  21. 21. <ul><li>Ability to provide faster response to customer inquires. </li></ul><ul><li>Having a deeper knowledge about the customers. </li></ul><ul><li>Reduced costs of sales and increased sales representative </li></ul><ul><li>productivity. </li></ul><ul><li>Receiving customer feedback that leads to new and improved </li></ul><ul><li>product/s or services. </li></ul><ul><li>Doing more one-to-one marketing. </li></ul>Benefits from CRM :
  22. 22. <ul><li>Provide best possible products and services to the customers. </li></ul><ul><li>Be competitive. </li></ul><ul><li>Be innovative in creating new products and services to suit </li></ul><ul><li>the dynamics of demographics and market conditions with assured </li></ul><ul><li>availability of continuity of products and services. </li></ul><ul><li>Sell and service more with utmost details to the customer input and </li></ul><ul><li>customer relevance. </li></ul>The End results of CRM in pharmaceutical industry
  23. 23. <ul><li>An evolving e-physician community is resulting in effortless </li></ul><ul><li>communication and interaction with pharmaceutical companies. </li></ul><ul><li>Advantage of online physicians and patients; information gathering, </li></ul><ul><li>storing and retrieving, analyzing and reporting will become relatively </li></ul><ul><li>easier. </li></ul><ul><li>Demand for tools to perform these tasks will emerge as the </li></ul><ul><li>next spending priority for pharmaceutical companies in the </li></ul><ul><li>World Pharmaceutical CRM Market </li></ul>Pharmaceutical Industry CRM – FUTURE Trend
  24. 24. <ul><li>  </li></ul><ul><li>The CRM communications have to be fully approved by FDA </li></ul><ul><li>and the fulfillment requirements have to be strictly followed, </li></ul><ul><li>implying the following:  </li></ul><ul><li>- No over selling of the benefits, services, efficacy, or under selling </li></ul><ul><li>of toxicity due to the products. </li></ul><ul><li>- There are no differences between the patient information that is </li></ul><ul><li>part of the medication package and the communications that come </li></ul><ul><li>out in every little bit that are part of CRM implementation. </li></ul><ul><li>2. Privacy and confidentiality are foremost business rules the </li></ul><ul><li>companies have to uphold in terms of whatever the data companies </li></ul><ul><li>collect, however they use the data and share the data with any one </li></ul><ul><li>for any legitimate purposes.      </li></ul>The critical factors for success that are unique to pharmaceutical CRM :
  25. 25.   3. Managing data, sharing data or letting a third party have the data for analytical purposes, or for tele-services and fulfillment purposes is very common in pharmaceutical industry as with any other industry. A careful solution need to be and could be brought out where the confidentiality of patient information is not compromised. 4. Any reward or points mechanism and resulting CRM communications strategy, content, relevance, and frequency can not discriminate any sub population because their ROI metrics are not favorable to the company. It becomes more important and absolute necessity because it affects the health needs of an individual. The critical factors for success that are unique to pharmaceutical CRM :
  26. 26. Thank You…