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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...