CRM Trends in Life Sciences and Pharma Organisations
Pharmaceutical and Life Science - Market trends to consider for
CRM
- Physicians have become less willing to accept sales calls and
have moved to reduce the amount of "face time" permitted for each
visit.
- Promotional efficiency can be improved through better analysis
and predictive modeling, more-creative message delivery, and the
optimisation of multi-channel CRM.
- Predictive modeling will deliver as much incremental value for
biopharmas as the transition from paper-based to server-based sales
processes did during the 1990s.
- Promotional efforts will continue to experience decreasing
returns unless biopharmas use additional channels to deliver their
messages and are more precise in their physician segmentation. -
Source: Gartner Group
Biopharma field sales and marketing analytics have significant
potential for increasing a company's competitive advantage by
delivering better customised messaging, as well as optimising the
delivery channels and tactics for influencing physicians.
Because syndicated data is available to all of the players in a
therapeutic area, there are three primary ways for a biopharma to
differentiate itself from the competition:
- Using advanced analytics, such as predictive modeling, for the
syndicated data - in other words, increasing competitive advantage
by better predicting outcomes
- Generating "private" data sets based on surveys or actual
interactions with physicians, thus increasing competitive
advantage
- Decreasing the time and effort required to react to changes in
the marketplace and exploiting this reactive speed as a competitive
advantage
Each of these approaches requires a greater level of automation,
computation and interpretation than was available in packaged
applications in the previous decade - and some of it still isn't
available in a packaged application.
Source: Gartner Group May