Customer relationship management (CRM) involves shaping interactions between a company and its customers to maximize current and lifetime value. In pharmaceuticals, CRM is needed to understand customers better and improve channel management in a competitive market. While FMCG focuses on non-personal advertising, pharmaceutical CRM precisely tracks doctor prescription habits. Application in pharmaceuticals includes providing gifts, organizing conferences, distributing free samples and medicines, and conducting camps and continuing medical education. CRM practices involve timely calls, precision marketing, new sales strategies, and sales force management.

1. CRM
APPLICATION & PRACTICES
IN
PHARMACEUTICAL
Group members:-
Ravi Rranjan kumar
Gaurav kumar shivhare
Savita jha
Rahul jain
Rais

2. CRM
Customer relationship management is the strategic
process of shaping the interaction between a
company and it’s customers, with the goal of
maximizing current and life time value of customer
for the company as well as maximizing the
satisfaction for the customers.

3. NEED CRM IN PHARMACEUTICAL
• Intelligence trapped in Silos
• The need to understand our customers better
• Not all customers are worth the same
• Better/Smarter channel management required in a
more competitive market
• Changing influences in Healthcare

4. FMCG V/S PHARMACEUTICAL
• FMCG:-
 obtain precise information about consumer’s product usage and
exposure to advertising message to improve the sales promotion.
 It can not take into account sufficient information about the specific
consumer.
 Focus on non-personal communication (advertizing).
• PHARMACEUTICAL:-
 While it precise the information on doctor’s prescription habits and
exposure to detailing and product sampling.
 Have wealth of information and data like how many prescription a
doctor wrote for a particular brand on a particular day.
 It spend a large amount of money on marketing communication
directed towards physicians.

5. CRM APPLICATION IN PHARMACEUTICALS
• Providing valuable gifts and free items to the
costumers.
• Organizing the international conferences.
• Organizing the Manson meetings.
• Distributing free samples and medicines.
• Conducting the camps and cme’s.
• providing instant information and valuable
suggestion through various software's.

6. CRM PRACTISES IN PHARMACEUTICAL
• Giving the timely call.
• Developing precision market.
• Determine new sales strategy.
• Resize and restructure sales force.
• Manage process change.

7. CRM ACTIVITIES IN VARIOUS PHARMACEUTICALS
COMPANIES
 CIPLA:-
• frequent doctor visits.
• Provide latest information.
• Arranging camps.
• Provide medical literature, clinical instruments,
stationary etc..
• Sponsoring conferences and seminars for doctors.
• Providing NBM.

8. Ranbaxy
• Organizing camp on the community basis.
• Providing free checkups.
• Organize conference on science foundation.
• Doing ESH activities.
• Organize the anti-malerian projects.
• Doing anti-HIV campaigns.

9. Abbott
• Organize camps for diabetes for poor people at
various places of north India.
• Held the CME’s for aids, hepatities,ravis & malaria in
rural and semi urban part of Bihar and Rajasthan.
• Held the camp for blood donation at Chandigarh.
• Organise the conference for ECH at Bangalore an
other part of Karnataka

10. Mankind
• Doing CRM activities through a care mankind
flagship.
• Reinforcing different NGO’s in there mission.
• Steering green initiative to save the mother
nature.
• Organizing awareness progammes for the
comfort, security, welfare of the children and
adults.