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Comprehensive Doctor Engagement is the way to go

There is so much talk of Digital Customer Engagement and Alternate Customer Engagement channels these days. It makes me wonder how companies can talk of any one channel independent of others. To my mind, we need to look at enabling a Pharma company to operate all channels of engagement with a doctor, not just digital or otherwise. For Pharma companies, their priority now, is to meaningfully engage doctors in a professional non-intrusive manner, whereby, doctors…

Do we need to integrate Coaching and E-Learning, for Medical Reps?

I was recently asked by a National Sales Manager of a Pharma company, a question that I have been pondering about. He asked me: With all the new technology and social media coming in, will the role of MR s diminish? Will there be a time when MR s may not be needed at all? I was reminded of the much talked about “Death of a Pharma Salesman” paradigm. For a few years now, we…

What CRM options should Indian Medical Devices companies look for?

Over the last several years, I have had close connections with Indian Medical Devices and Pharma industries. While Pharma industry has a choice of CRM software solutions, Indian medical devices industry seems to have struggled to find the right software solutions. First, let us understand the categories within medical devices industry. We can broadly classify the industry into 4 segments. Industry segmentation: Consumables: All the consumable products that hospitals use, from Cotton to Surgical sutures….

Wave 3 CRM solutions for Pharma: It is all about benefits

It is not often that we can talk about waves of automation that come in such quick succession. That is what is happening in Pharma CRM and SFE space. The time gap between these developments is reducing rapidly, throwing significant challenges to the software industry that serves Pharma. “ Traditionally, Pharma has been slower than FMCG in IT adoption. However, things are changing rapidly now. We are ready to absorb anything in IT that can…

Are US Pharma companies set to optimize investments in CRM software?

US Pharma industry has always been open to adopting state of art technology solutions to improve sales force effectiveness. Many large companies have adopted multiple solutions to address all their needs around CRM. They are however realizing that the total cost of ownership (TCOs) of the software investments made, are getting to be disproportionate to the benefits derived. This, combined with the fact that product margins are under severe pressure (partly due to onslaught from…

Should Pharma companies prepare better for UCPMP?

UCPMP, (Uniform Code for Pharmaceuticals Marketing Practices) is a subject that has been around for over one and a half years now. This was issued by Dept of pharmaceuticals in Dec 2014 and is meant to be adopted by Pharma companies voluntarily. Since Dec 2014, there has been an expectation in the industry that this will transition into an ACT on the lines of two highly powerful acts in the US i.e. Prescription Drug Marketing…

What do large Indian Pharma companies look for in a CRM solution?

Introduction Any large IPA (Indian Pharmaceutical Alliance) company is usually equivalent to the size of 10-15 mid- sized pharma companies put together, in India. Because of the size of the operation, their requirements on CRM are more complex and advanced as compared to SME companies in this industry. So, what is so different in the way these large companies look at CRM? Let us consider the following matrix of characteristics of a typical IPA company…

Tracking only “effort” of MR s without tracking “results” in a CRM software is like batting without looking at the score board in a T-20 cricket match

I have seen many CRM solutions that Pharma companies are using – including some popular global solutions that MNC s typically use. What is striking about them is that most of them go to great lengths to incorporate CLM (Closed Loop Marketing) and perhaps also tracking all the “effort” from the field force. However, not many have built-in “results” tracking (Sales and prescriptions). This, to my mind, is akin to batting (especially in a T-20...

Is there a need for “Wave 2” CRM automation in the Pharma Industry?

Before I pose this question, the first thing to clarify is: What is Wave 1 automation, and what do I mean by Wave 2? By Wave 1, I essentially mean automation of all manual processes, such as Call Plans, Tour Plans, Daily Reporting, Expense reimbursements and some of the associated areas. By and large the Pharma industry in India, has gone through this phase. This was a phase that started about a decade back where...

Why CLM is not equal to E-Detailing

Closed Loop Marketing or CLM has become the latest fad in the pharma industry around the world. More so because face time with doctors is decreasing significantly and pharma companies are exploring new ways to keep doctors engaged. The level of adoption of CLM varies from country to country. In India, from my point of view, CLM is highly misunderstood – I have heard instances where people have equated CLM to E detailing – meaning...