CRM IN PHARMA

Making CRM Work in Pharma

and Related Industries
Kamal Ayub Quraishi
CRM IN PHARMA
Tell em what youre gonna tell em
CRM has had its identity stolen
There are two kinds of CRM
Strategic Vs operational CRM
Its 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 Chain
Management
Customer
Relationship
Management
CRM IN PHARMA
Two Kinds of CRM
Operational
CRM
Strategic
CRM
Using IT to
automate and
integrate existing
customer 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 cant do it
You lack the CRM space
Because your company shouldnt do it
Youre in the wrong market or wrong
company
Because you could and you should but you
didnt
Justification, people and data
CRM IN PHARMA
The CRM Space
CRM IN PHARMA
A Generic Model of CRM
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
D
a
t
a

d
e
p
t
h

Data length
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 Failure
1. 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