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