How does the pharmaceutical industry CRM "symptomatic medicine"? CRCC Senior Consultant Du Guo Li Liu Hongmei 2003-6-16 11:17:11
There was a story in the building: an IT company implemented ERP for a famous pharmaceutical company in the Mainland, and found that its business front-end power was very weak, so it recommended CRM to the company to strengthen its sales and channel management. But the answer is: No CRM is required. Exploring the reason, answer: We don't have customers, there is no channel, only a few agents. Why does the pharmaceutical business talk about customer color? For a long time, a sales system of "prince depreciation" has formed a "privilege" between pharmaceutical industry agents and production enterprises, making the "cruel" of the pharmaceutical market have exceeded the imagination of many people. Although most managers realize that sales channels and customer relationships are the lifeline of any company, but the sales model of free channels is completely unable to apply in the pharmaceutical industry. The traditional system makes most pharmaceutical companies to equate their own "channels" and "customers" to agents, and one agent is required to put forward prices to enterprises in their sites, alone or joint other agents, and even resilience This is the reason for many medical enterprises to talk about "customers". But don't master the customer, how to win the final competition in the market? The "prince economy" is in the eyes, indicating the future standardization, scientific customer relationship management and marketing system construction, will receive more and more medical enterprises. In essence, CRM is closely related to the following characteristics of the pharmaceutical market: ● Product homogenization: With the development of the pharmaceutical market, more and more medical products with the same or similar function; When you get more products choose room, it is facing the wrong medicine. ● Service synchronization: Since consumers can need consulting services while purchasing medicine products, the purchase and service of the product have synchronous. ● Operating advancement: The technology of technology and market in the pharmaceutical industry is increasingly clear, product research and development, market surveys before listed, and demand research, the operation needs to be continuously advanced, and the overall operation of the enterprise is only available through management change. ● Competition transparency: The current black box operation, high profit, sales monopoly on the pharmaceutical market will gradually break. How to improve customer satisfaction through communication, understanding and grasping consumer demand, and has become a lesson that many pharmaceutical companies must make up. Customer demand is a thousand and how to increase sales in the information construction of the pharmaceutical industry, reduce accounts receivable? How to reduce sales, financial expenses and related costs? How to ensure the timely share of sales, payment, and inventory information? How to integrate marketing resources such as manufacturers, distributors and retail terminals? Most of these puzzles are associated with the marketing of pharmaceutical companies. In fact, in a broad pharmaceutical industry, it can be subdivided into a plurality of sub-industries such as pharmaceutical chemical raw materials and product manufacturing, pharmaceutical and medical equipment manufacturing, health food manufacturing and medical circulation services. The importance of CRM has been self-evident, but the application of CRM in various pharmaceutical companies is very different. As a special industry, according to relevant national regulations, the GMP and GSP standards must strictly implement the GMP and GSP standards, and drug production and sales are strictly peeled off. Most pharmaceutical companies have established their own sales channels. Since the management of the drug products is very important, the power of the agent is also very powerful, the CRM of the pharmaceutical industry is complex, the operation mode is complex, the operation is different, and the production and sales model is not the same, it is more difficult to form it. General rules. Under this situation, the importance of the pharmaceutical industry CRM application is more prominent. From the customer's perspective, the medical industry's customers, no external hospitals, sales companies, pharmacies, and final consumers, different pharmaceutical companies will establish different key customers due to their focus.
For example: a typical manufacture of pharmaceutical companies, it may be concerned about product promotion, and its key customers should include hospitals, sales companies and consumers; and a drug sales company, focusing on improving sales, its key customers are pharmacies and consumption By. Implementing customer relationship management, achieving the transformation of "customer-centric" to "customer-centric", is a better understanding of customers. How does pharmaceutical companies implement CRM? As early as 1958, the American Medical Association once explored the possibility of marketing in pharmaceutical industry applications, facing the types of complex, large number of customer groups and complex operational models, and the management of customer relationships, customer value, Need to speed up. The product line of pharmaceutical companies is very rich, and sales channels are very complicated. Due to information attenuation and management, companies often cannot control marketing and sales, and cannot obtain marketing data in time, it is difficult to adjust the working strategy in time. Therefore, using CRM to strengthen marketing management, open the sales channel of enterprises, and become a core cause of CRM in many pharmaceutical companies. Pharmaceutical marketing is divided into: new special medicine, Puinel, OTC (non-prescription drug), health products, etc., have different sales processes and models, using CRM open pathways, and focus should also be focused. For example, the sales model of new drugs is generally more popular for medical representatives. It is sold by sales companies, and its sales process is longer, but it can form a stable income, so the focus of CRM construction should be Improve market share, key hospital customer share and key product indicators. And OTC sales models require strengthening channel construction. The biggest difference between OTC and prescription drugs must be promoted through marketing methods. It is necessary to subdivilize consumer behavior, find the target consumption group of products, and take more targeted publicity strategies for different consumption types. Therefore, OTC mode companies should use CRM to strengthen terminal marketing capabilities. In CRM's implementation, pharmaceutical companies often need to track the flow of products, traffic, master products, control distribution management, master the various information of the pharmaceutical market and analyze, accurately grasp the market positioning, establish and management of each product. Complex marketing activities get a potential customer base with the fastest speed. Of course, in any CRM project, the system design must consider the long-term development of pharmaceutical companies. In order to ensure that the management software adapts to the development of medical enterprises, the CRM software uses modular design, implementation can be carried out step by step, can be fundamentally Improve the quality of the CRM project. Related links: Is the Pharmaceutical CRM implementation? Braun Consulting In January 2003, the latest survey found that the CRM implementation of the pharmaceutical industry is relatively backward. The study found that many pharmaceutical companies did not see value from the installation of the CRM system, or did not have a horse CRM project at all. However, many market researchers are under the weight of performance, or work hard to adopt and improve new technologies and organizational processes. "For pharmaceutical marketing, relational marketing is an uncertain 'art'. Marketing is mainly focused on the release of the product." Demorah Furey, Director of Braun Health and Manufacturing, said, "But now for these pharmaceutical industries For example, there is an opportunity to obtain competitive advantage by getting customer insight. "The survey also found that there are now many companies that need to better manage customer relationships. But at the same time, those surveys also believe that software vendors that are currently able to truly solve the problem of good customer relationship management issues are still very small. (CRCC Research Department) BRAUN Consulting In January 2003, the latest investigation found that the CRM implementation of the pharmaceutical industry is relatively backward.
