Pharma CRM helps in Salesforce Effectiveness
1. Aligning marketing and sales to match the healthcare environment
In the new healthcare environment, prescribing decisions are influenced by a wide range of stakeholders. To maximize sales opportunities the pharma companies must take a coordinated and consistent approach to each of these and other key groups. Interactions and messages will be optimized for each group based on their role in healthcare decision making and on their specific needs. The field force must not work in isolation, but instead be aligned around the organization of its healthcare customers.
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2. The use of analytics to drive sales force approaches
Old-fashioned segmentation models which simply target high prescribing physicians will be replaced by more advanced and more impactful models. For example, a more statistically-driven approach that targets under-served physician segments is more likely to get a positive response to sales visits – and can add a vital few percentage points to sales. Segmenting physicians and other new stakeholders into behavioral and attitudinal segments will allow for tailored messages to be developed and more meaningful interactions to be held. This concept of differentiated detailing can be enabled and brought to the next stage with the help of innovative technology.
3. Content-driven interactions between sales reps & customers
The sales rep visit must once again come to be seen as a valuable interaction by physicians. Instead of being seen as a passive transmitter of corporate marketing messages the sales rep must be able to provide high levels of valuable technical product knowledge and understanding. Physicians will want to be treated as partners, not marketing targets and this will lead to a major shift in the current profile of the field force.
CRM for Pharma sales excellence
A Pharma CRM can immensely help companies formulate growth strategies. This is because SFE is a key component of a Pharma CRM. Using advanced predictive models to evaluate sales force effectiveness by varying organization size, hierarchy, geography, workloads by incorporating business rules and constraints for finding out the Key Result. Below are some of the indicators to find out whether your company needs to implement SFE. If your company is facing anyone of the below indicators; then its the right time to go for a CRM.
» Losing market share Quarterly, poor sales results, low margin pressures
» Post-Merger or re-organization of company
» No client relationship management system
» Under performing sales team
» Rising cost of travel, training and meetings
» High or growing attrition rate in the sales team
» Unable to manage existing relationship with Doctors when a new rep replaces the old one
» New product launch into the market
» Track and take preemptive measures to tackle market competition
» New approaches to client satisfaction – behavior of customer-interaction needs to change
To find out more about CRM Pharma, click here
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