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OLAP CUBES FOR SALES “MIS” IN KEA

Definition of OLAP cube: Refer Usage of OLAP cube for Sales MIS in Kea: We used cubes to implement Sales MIS module in our product Kea. Process of the implementation is explained in the following sections: As for an example, we may have the following dimensions in a warehouse for keeping master and transaction sales data. Zonal Data (Location) Product Data(Master Key) Customer Master(Master Key) Year Month Sales(Primary & Secondary). That layout (a 5D “cube”)…

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…

Financial Services – Technology Trends in 2016

Financial Services industry is at the cross roads of the ‘next era of digitization’ as more and technology advancements stand in queue for acceptance. Banking domain, specifically, has always been open to technology inclusions in their product, services and process activities in its quest to enhance customer experience and thus their bottom lines. Over the last decade, with technologies such as mobile and online banking maintaining the status quo, new innovations are making inroads in...

CRM tools for Pharmaceuticals – A Perpetual Evolution Story

Implementation of CRM tools as a strategy has evolved beyond just capturing daily call activities. With ever evolving challenges, especially faced by Pharmaceutical, Medical Devices and Life Sciences companies, CRM implementation in these sectors have taken unprecedented importance. These firms face many challenges both internally and externally – increasing price sensitivity among customers, rising competition, increasing regulatory scrutiny, coping up with ever increasing channels to reach out to potential customers, and more. Such developments, no...

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...

First Line Manager-Key to better sales force efficiency

Every time we think of the sales team of a pharmaceutical or medical device company, undeniably the first set of people that come to our minds are the field reps or the medical reps who belong to the bottom of the pyramid. Medical Reps are the ones who are directly in touch with the doctors. From a CRM perspective, they are important since they play the role of data gatherers in a company – their...

Is there a need for differentiation for specialty division in a CRM solution?

From our experience of being in the Pharma CRM domain for the last 8-9 years, it has made us realize that a specialty driven team/company works differently than a non specialty team/company. Before we jump to the intricacies of how a Pharma CRM solution, for both specialty and non specialty should be different, lets start by first highlighting the differences on how both these type of teams/companies work. Specialty Team Non Specialty Team Product Knowledge...

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...