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 more complex and requires in-depth training. The sales team also requires re – training from time to time on anything new relating to the product.||Minimal training is enough to gain Product Knowledge|
|More Detailed Doctor Interaction on the usage of the brand, the side effects, the dosages etc||The doctors know all the qualities of the product and the visit is usually a Brand reminder call.|
|High entry and Exit barrier – Takes more time and investment to convert the customer. Once done, it will take lot of effort for competitors to win him/her over.||Low Entry and Exit Barrier – Easier to persuade the doctor to convert to the respective brand. Equally easy to lose the customer to competition|
|Medical Team involvement – The complexity of the Brand means the queries of the Doctor will also be evolved and will need help from the medical team||No Medical Team involvement – The doctor knows everything needed, very little need for help from the medical team is required in this case|
|The complexity means promotional input need to be very informative and in some cases will be more similar to a demo tool||Simple and straight forward promotional inputs|
Disclaimer: I have never worked in a Pharma company. All my knowledge is through my interaction with my pharma clients.
How can a CRM solution address the needs of Specialty teams?
The CRM solution should be geared to do the following additional requirements that may be more relevant to a specialty driven team/company: