Pharmaceutical Customer Relationship Management

Developing and Improving CRM

Publication Date	April 2007
Publisher	Cutting Edge Information
Product Type	Report
Pages	277
ISBN Number	not applicable
Product Code	CUT00044

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Summary

As the pharmaceutical industry focuses on maximizing the lifetime value of customers and physicians, customer relationship management plays an increasingly important role. This study examines several top companies' CRM strategies and tactics to discover and analyze CRM best practices. From structural involvement to overcoming inherent customer relationship management challenges, this study delves into the topics most relevant to pharmaceutical companies today.

Pharmaceutical Customer Relationship Management analyzes the inner-workings of initiative development, management and improvement processes. The report provides companies with the necessary tools to improve their CRM programs by comparing their spending, staffing, structure, and strategies to those of top pharmaceutical companies.

The report is broken down into four chapters:

Structure and Resources - Learn how innovators develop champions for their CRM programs and rely on cross-functional cooperation. Benchmark investment levels and outsourcing strategies of various programs.

Strategies and Tactics - Examine top CRM programs' objectives and goals. Analyze companies' efforts to measure customer lifetime value and return on investment.

Challenges and Opportunities - Uncover some of the top challenges CRM programs face today and learn how to overcome these obstacles. Discover how the most successful programs rely on market research to develop customized messages and launch targeted efforts across various media channels.

Real-World CRM Programs - Explore 13 real-world CRM programs' resources, structure, development timeframes and media mixes.

Utilize this study to win additional resource support for your customer relationship management efforts. Apply findings from the study to streamline program management and improvement processes.

Content

The following Is A List of Metrics Included in Pharmaceutical Customer Relationship Management. While This List Is Not Inclusive of All The Data in The Report, IT Summarizes The Main Categories and Types of Data Included in Each Chapter.
Chapter 1:
- Management structure of CRM
- Level of CRM operation
- Functions spearheading CRM initiatives
- Functions involved in CRM
- CRM brand-level, therapeutic area-level and corporate-level investments
- Average CRM investments by category
- Budget breakdown by target audience
- Functional contributions to CRM funding
- Headcounts for development, implementation and maintenance stages by category
- Initial CRM investments vs. annual CRM investments by category
- Annual CRM investments vs. desired annual investment by category
- Percentage of implementation investments outsourced
- Percentage of maintenance investments outsourced
- Outsourced activities
- CRM database integration
- Technology investments as a percentage of total CRM investments
Chapter 2:
- Relevancy of CRM objectives
- Applications of CRM programs
- Time to develop and implement CRM programs
- Development phase during which new drugs are integrated into CRM programs
- Pilot programs for CRM
- CRM program measurement
- CRM program results
- CRM program performance ratings
- Measuring customer lifetime value
- Average cost to attain a new patient vs. cost to retain an existing patient
- Average initiative development investments as a percentage of total CRM budget
Chapter 3:
- Companies' current CRM development stages
- CRM challenges
- Target audiences of CRM initiatives
- Media channels utilized in CRM programs
- Average online marketing investments as a percentage of total marketing investments
Chapter 4:
- There are 13 CRM program profiles in Chapter 4, each of which contains the following metrics and graphics:
- Program background information:
- brand-level
- therapeutic area-level
- corporate-level CRM initiative
- therapeutic area
- Program overview:
- target audiences
- measuring customer lifetime value
- cost to attain a new patient vs. cost to retain an existing patient
- Program timeframe:
- current stage of development
- development time
- pilot program
- Integration of databases and phase of new drug integration
- Program structure:
- centralization
- operation level
- Functions involved in CRM program and contributions to CRM funding
- Implementation investments broken down by categories and target audiences
- Annual CRM investment vs. desired annual investment and outsourcing budgets and activities
- in-house headcounts at various development stages
- Applications of CRM program and objectives
- Media channels utilized in CRM and online marketing investments as a percentage of total marketing investments
- CRM challenges
- CRM status report:
- measurement tactics
- program results
- performance rating