Download - Crm in Pharma
CRM IN PHARMA
Making CRM Work in Pharma and Related
Industries
Kamal Ayub Quraishi
CRM IN PHARMA
Tell ‘em what you’re gonna tell ‘em
• CRM has had it’s identity stolen• There are two kinds of CRM
– Strategic Vs operational CRM • It’s small wonder CRM fails
– The CRM Space– A Generic Model of CRM– The CRM ecosystem and species of CRM– Implementing CRM
• How to avoid failure
CRM IN PHARMA
Stolen Identities: The Value Chain
Product Development
Supply ChainManagement
Customer Relationship Management
CRM IN PHARMA
Two Kinds of CRM
Operational CRM
Strategic CRM
Using IT to automate and
integrate existingcustomer data management
Increases efficiency of
existing strategy up to a finite limit
Using IT to identify new
segments and propositions
Enables new strategies previously impractical without IT
CRM IN PHARMA
A Definition of Strategic CRM
“Customer Relationship Management is the management process that uses individual customer data to enable a
tailored and mutually valuable proposition. In all but the smallest of
organisations, CRM is characterised by the IT enabled integration of customer
data from multiple sources”
CRM IN PHARMA
A Definition of Strategic CRM “Customer Relationship Management is the management process that uses individual customer data to enable a
tailored and mutually valuable proposition. In all but the smallest of
organisations, CRM is characterised by the IT enabled integration of customer
data from multiple sources”
So almost always
clinician not the patient
So mostly extended
proposition not the core product
So not just the easy stuff like IMS and sales
CRM IN PHARMA
Mini-Summary• CRM is really that part of the value
chain about creating value with customers (cf. NPD or SCM)
• CRM in the IT sense falls into two overlapping categories– Strategic and operational
• Strategic CRM has more potential but– Mostly clinicians– Mostly extended product– Multiple data sources
CRM IN PHARMA
Why Does My CRM Fail?• Because your company can’t do it
– You lack the CRM “space”• Because your company shouldn’t do
it– You’re in the wrong market or wrong
company• Because you could and you should
but you didn’t– Justification, people and data
CRM IN PHARMA
The CRM Space
MarketingStrategyConditions
ITConditions
Cultural Conditions
“CRM, however well designed and executed, can only work within
an environment delineated byMarketing Strategy, Cultural
and IT Parameters”
CRM IN PHARMA
A Generic Model of CRM
Data Gatheringand Organisation
Data Analysisand
Value Identification
Value Delivery
Monitoring,Feedback & Control
MarketingStrategyConditions
IT SystemConditions
Organisation Culture & Climate Conditions
e.g. IMS Data and call data
by product and account
Add qualitative data, CME data, other individual “soft” data.
Look for new segments and value
Create and deliver Micro-segment
value propositions
Consider financial impact of new segments and
propositions as a whole
CRM IN PHARMA
Implementation Failure• CRM implementation fails for three
principal reasons:1. Poor justification leading to
insufficient resource, poor controls and weak buy-in
2. Poor cross-functional working leading to project stalling or silo-ing
3. Poor data use leading to failed analytics, segmentation and targeting
CRM IN PHARMA
The Key to CRM Justification
CRM IN PHARMA
CRM Teams: The Waterfall Metaphor
CRM IN PHARMA
Three Dimensional Data
Data depth
Data length
Data
bread
th
Long enough history to iron out wobbles
Enough bits of information to be representative
Enough different varieties of data
to indicate motivations and
needs
CRM IN PHARMA
How to Avoid Failure1. Are you expecting strategic outputs
from operational inputs?2. Do you have the CRM Space?3. Where are you in the CRM Ecosystem?4. Have you planned implementation
• The key is tailored justification• Manage the cross-functional team over
time• Collect and use 3D data
CRM IN PHARMA