Vision Pharma CRM Solution - Global Vision Technology Blog

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The customer relationship in the pharmaceutical industry is complicated. A customer can be a physician, an institution, an insurance company, a clinic, or even a patient. Because of the vertical’s stringent requirements — security of data is paramount — CRM solutions are often highly customized or provided by niche, industry-specific vendors.

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Vision Pharma CRM address the issue of having less time with providers, pharma salespeople must develop tailored approaches, Hagemeyer says: “You have an itch, I have to find a custom scratch.” The messaging and pitching can’t be too customized, however, due to Food and Drug Administration (FDA) regulations. The real tailoring happens in the channels through which sales reps reach out to providers.

The Doctor Isn’t In

“Doctors want to spend more time with patients—not sales reps,” Mallya says. They still want to get information about treatments and medications, but they just want to do it on their own terms. Both Hagemeyer and Mallya note a developing trend: marketing to physicians through Medical Scientific Liaisons, individuals with Ph.D.s and medical degrees who build relationships with doctors and talk to them about emerging research. The blossoming peer channel, Hagemeyer says, represents a changing environment more oriented toward pull and less toward push. Physicians can now visit a pharma company–owned portal to view materials, or a sales rep and a healthcare provider can “cobrowse” materials online in place of in-person PowerPoint presentations.

The Relationship Between CRM Software and Firm Performance

The research study also drew interesting comparisons between CRM usage and overall firm performance.

80% of respondents said they were using a CRM.
69% of the advisors who were using a CRM had annual attrition of 5% or less in 2013. By comparison, only 64% of the advisors who were not using a CRM had attrition rates of less than 5% in 2013.
Interestingly, 53% of respondents said they had plans to upgrade their CRM software in 2014.
Of those who are using CRM software, 79% agreed that their firm has a higher overall value given their use of the software.

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