The application of customer relationship management systems in the pharmaceutical sector is currently, the competition in the global drug market is increasingly fierce, and pharmaceutical companies want to achieve persistent profits depends on whether they can win and maintain considerable customer satisfaction. The implementation of the CRM system can help pharmacists enhance their core competitiveness, determine key customers, reduce coverage, and make bigger to consolidate customer satisfaction while consolidating customers [2]. At present, domestic foreign pharmaceutical companies have done better in CRM, and state-owned pharmaceutical companies are relatively backward. 1.2 CRM Application Software CRM's goal is to improve customer-oriented business processes, and technology is just a means of achieving this goal. CRM applications are just a tool, which drives the operations of the company's market, sales, and service processes, and also provides real-time analysis of the status of customers. Typically, the pharmaceutical industry CRM information system includes basic settings, marketing, channel management, sales management, service management, decision support, e-commerce and call center, etc. 8 major modules. There are many foreign or domestic software companies that can provide customers with CRM system commercial software, such as Siebel, Oracle, Dendrite, etc. of Siebel, Oracle, Dendrite, etc. Siebel has a multi-channel channel that is specially prepared to match the unique needs of the pharmaceutical industry. E-commerce software Epharma, Shanghai Roche Pharmaceutical Co., Ltd. (2001) The CRM strategy implemented is the system [3]. Domestic local software developers developed by the software of the pharmaceutical enterprises include the IconTaqCRM system of Beijing Kangda, Shanghai Hongneng Company's PharmacRM system. Recently, Wyeth Bai Palace Pharmaceutical Co., Ltd. (formerly Suzhou Lida Pharmaceutical) has signed a contract with the Shanghai Sheng Company and accepts its CRM system. 2 The benefits of medical enterprises implement CRM systems is a special industry. It has a type of complex, large customer group, and continuous innovative medical products and services and complex operation modes determined by the pharmaceutical industry itself. With the further deepening of the reform of my country's medical system, as well as the redemption of a series of commitments in China's successive WTO, the Chinese pharmaceutical industry will face unprecedented competitive pressure. A large number of foreign pharmaceutical companies and a large number of foreign medicines and medical services will force our medical enterprises to improve management ideas, transform business philosophy, grasp customers, and deepen service. The CRM system will combine the characteristics of the pharmaceutical industry, play a role in the pharmaceutical industry, realizing the storage and management of customer data, the analysis and understanding of customer behavior, and the maximum customer value. The medical enterprise implements the CRM system has the following benefits: 2. Strengthen centralized management of customer resources, enhance the retention capacity of customers. At present, pharmaceutical marketing methods are mostly extensive to distribute medical representatives, through its frequent visit hospitals, pharmacy and The retail locations such as supermarkets will maintain sales, so a lot of customer information in the pharmaceutical enterprises scattered in the hands of the salesperson. After successfully implementing the CRM system, pharmaceutical companies can obtain customer information in a timely manner, timely information on all activities of sales personnel and customers, ensuring that the company always masters the latest information on customers, and greatly reduces and even avoids the flow of sales. Customer loss. In addition, since the CRM system is managed by all customers of pharmaceutical companies, including the age, birthday, preferences, and the company's contact history, etc., there is a condition for the company's marketing personnel to "one-to-one" marketing for customers. Enhance the ability to retention to customers, thereby increasing the company's profits. 2.2 Reduce the sales cost of the company, increasing the company's sales CRM system can help pharmaceutical companies can manage the sales team and sales process, allowing managers to master the expenditure of sales expenses and find problems and resolved in time. Thereby greatly reduces sales costs. The CRM system can also enable pharmaceutical companies to understand the overall sales situation, effectively implement the management and control of the sales process to help sales staff shorten the sales cycle and improve work efficiency.
An expert who implemented several CRM projects in the pharmaceutical industry believes that if a pharmaceutical company can successfully apply the CRM system, sales increase 8% ~ 10% is not problematic. 2.3 Concerned the core competitiveness of the core competitiveness of pharmaceutical companies refers to supporting the unique products of medical enterprises with competitive advantage, grasp and control more consumer information, creating unique marketing methods, is a pharmaceutical enterprise in a specific business The competitiveness and competitive advantage of the environment. The implementation of the CRM system can bring advanced "customer-centric" development strategy and business philosophy, will optimize the medical organization system and functional architecture to form a high-efficiency management system and traffic, strengthening information system. The ability of medical products development, innovation and marketing, enhances the level of medical informationization, electronic construction, and full knowledge, technical level and workability, thus providing comprehensive guarantees for cultivating and improving the core competitiveness of pharmaceutical companies. 3 Pharmaceutical Enterprises Implementing the CRM System Targets 3.1 Choosing Many Pharmaceuticals Suitable for Many Pharmaceutical Enterprises When choosing a CRM system, the products that advocate foreign CRM software applications, and believe that foreign software manufacturers have advanced technology, rich experience, Some have a certain price advantage, which is unpacked. actually not. Foreign software suppliers are familiar with foreign medical sales channels and methods, they don't know much about the needs and expectations of my country's market. Pharmaceutical companies should pay more attention to choosing a solution that suits them, at this point, domestic software manufacturers seem to meet them. Because, during the implementation of the CRM system, foreign software manufacturers often require customer adaptation programs to plan customer management processes in accordance with their own plan, and domestic software manufacturers often do their customers while persuading customers. Adjustment, the so-called "two-way displacement". 3.2 Get all-round support for the internal support of the company, not only has a big relationship with the implementation experience and technical level of the CRM program supplier, but also has a big relationship with the company's own advancement. The CRM system will involve many levels within the pharmaceutical enterprise, so they will be very important to obtain various departments within the pharmaceutical enterprises, including sales, market, technical support, financial, and production distribution. The active participation of the advanced management of pharmaceutical enterprises, plus the demand for the improvement of management levels is one of the premise of pharmaceutical companies successfully applied CRM systems. All staff of pharmaceutical enterprises should fully support enterprises to apply CRM systems to enhance corporate core competitiveness in information management. Successful CRM scheme implementation involves not only the installation, commissioning, training of the CRM system itself, but it needs to put more energy in the concept of ideological implementation, the integration and integration of the corporate cultural system. Although the corporate culture is different from the employee workers, it is very impact on the company as all members of the company, as the company's influence, the influence of the company is very large. Pharmaceutical companies must successfully apply the CRM system, and must have supported corporate culture with it, otherwise the implementation will be subject to obstacles. Also, even if the promotion of the implementation makes the CRM system operates, there will be problems with future applications. Pharmaceutical companies must create a positive corporate culture environment, establish an encourage mechanism, stimulating the use of the system and ensure the quality of data, and establish a clear CRM system implementation goal, allowing employees to see project implementation to the company and employees itself benefit. 3.3 Establishing a CRM Project Team Once all sectors of the pharmaceutical enterprises have reached a consensus of the implementation of the CRM system, the establishment of the CRM project team can be carried out. The best configuration of the project team should include representatives, including senior management, market sales, system integration / technical support, finance, and end users. The business processes in the domestic pharmaceutical industry are mainly implemented in regional total distribution models, set first, secondary agents, end customers (target hospitals, pharmacies, supermarkets, shopping malls), and maintenance.
