The document discusses customer relationship management (CRM) strategies for pharmaceutical companies in India. It outlines challenges in the fragmented Indian pharma market and strategies to build relationships with doctors. These include identifying target doctors, differentiating them based on business generated, interacting to collect personal details, and customizing engagement. Loyalty programs must be designed carefully considering ethical issues and focus on recognition over rewards. Direct marketing, call centers, and measurement of prescription patterns are other relationship building approaches discussed. Overall success depends on internal support and field force implementation of the CRM program.