new CRm soLutions
Today’s pharmaceutical marketplace is faced with myriad challenges and pressures on business practices.
with increasing government regulation, downward price pressures on patient medicines, increased traffic
on the grey market and continual change in the nHs, there is a need for companies to change how
they address the market to help ensure business success. Annette Giardina, Head of Microsoft Business,
Cirquent, reviews the current situation.
one are the days when a sales narrow functionality, or by large and complex provides segmentation and targeting, tracks
representative booked an ‘big ticket’ CRM solutions; both offer tailored KOLs (Key Opinion Leaders) and speakers, helps
appointment with a doctor, and broader functionality, but at a high cost. to automate the preparation of sales calls, tracks
detailed products, left literature Until recently, what was missing was a third, promotional activities and provides stakeholder
and educated individual practitioners to make a ‘best of both worlds’ option — a solution that development and key account management with
buying decision. By contrast, companies now provides the stability and broad functionality comprehensive reporting.
need to couple traditional sales forces with areas of a big ticket solution coupled with industry The software’s data structure ensures that
such as key and national account management specific functionality at an affordable price. each element of an interaction with practitioners
to improve team selling, secure and produce However, that has changed with the emergence and other key contacts within the customer
tenders, and have an effective marketing strategy of solutions such as Microsoft Dynamics CRM. organization — both one-to-one meetings and
that reaches all the decision makers across Now, pharmaceutical businesses, both large and events — stay strictly within the latest regulatory
a number of channels. This new method of small, can benefit from enterprise-scale, future- guidelines. In addition, it enables the marketing
working needs to be supported by systems and proofed capability, coupled with unparalleled team to maximize the impact of, and so better
processes that can change with your business. flexibility and industry specific functionality, at manage, the individual sales campaigns.
a price that makes sense not only for the initial Finally, the end-use functionality is supported
Customer Focus project, but also for the complete lifecycle. by a robust set of tools, presented within the
For today’s pharmaceutical companies, an Imagine realigning sales territories in minutes same user interface and controlled by security
effective CRM solution needs to put the rather than days, being able to manage your to enable duplicate checking, record merging,
customer — be it the Trust, GP, midwife or, own system, or outsource it as you choose, bulk editing, easy addition of trade promotions,
indeed, the patient — at the heart of the system. having a system that reflects not only today’s, products and literature, territory realignment,
The solution needs to be fed with information but tomorrow’s sales models as well: one that is
from a wide variety of sources — both internal multilingual and can support different functionality
(sales, national account teams, service teams) in different teams or countries as required — and
and external (marketing, purchased sales which is cost-effective to manage and change.
data, lists, etc.) — to provide an essential 360° The Mic