Respond to WTO Challenge: Value of CRM in Pharmaceutical Industry
Since the 1990s, with the in-depth of medical system reform, the competition in the pharmaceutical industry in my country is increasingly fierce. Adapt to this, pharmaceutical products, management and innovation, and marketing theory and application are rapidly introduced into the business activities of pharmaceutical companies. Customer-centric, market-oriented, is the revolution of modern pharmaceutical business values, is a transformation of corporate culture, and also the survival magic weapon of pharmaceutical companies into the fierce competition. With the development of productivity, the company's business philosophy has experienced multiple changes, from "production concept", "product concept", "marketing concept" to the "marketing concept". With the gradual deep and in-depth of China's medical system reform, China's pharmaceutical industry is facing unprecedented competitive pressure. After joining the WTO, my country's pharmaceutical industry is facing more serious challenges for foreign companies and foreign products and services. Comparison, foreign companies have a more strong financial strength, rich management experience and advanced technical means, and have already achieved transformation of benefits from a simple product to dependence. Therefore, if my country's pharmaceutical companies do not pass the implementation of customer relationship management, transform business concepts, depth grasp the final consumers, grasp customers and channel members, deepen service connotation, improve service methods, the original products will be difficult to produce new attractions, operation The continued growth of benefits will be more difficult. Where is the problem point of implementing CRM's focus on the medical industry to implement CRM focus? In general, for pharmaceutical companies, implementing CRM solutions have: (1) Customer credit issues. The CRM is strictly in accordance with the application of the monitoring system of customer level, credit rating, similar bank credit system, can solve the biggest problem that the pharmaceutical industry has always existed - credit issues. (2) Management of products. Medical industry products are strict, especially for GSP, GLP, GMP, etc., CRM system there is a comprehensive management. (3) Flexible application of the price. The price of the pharmaceutical industry is the most complicated. It is necessary to meet the relevant national laws, but also to take care of customers, while considering the market situation of the company, the CRM system needs to provide flexible price settings. (4) Dynamic acquisition of customer information. The customer is the mother of the food, the customer's dynamic information is increasingly important to the manufacturer. CRM provides a variety of contact channels, and classifys, analyzes, distributes, and management. (5) Competitive management. The intensity of the competition in the pharmaceutical industry is not in other industries, but there are many times, it is manifested in an intricate circulation channel. The CRM system has a comprehensive management of competitive products and competition vendors, which will undoubtedly help manufacturers participate in competition. (6) Monitoring of the sales process. Medical sales black hole is the biggest obstacle to sales process control. To this end, CRM should be able to monitor the sales process step by step according to the pharmaceutical industry process. (7) The timely response of customer service. Customers' satisfaction is not only related to satisfaction, rehabilitation, reputation, etc., which can even lead to legal affairs to the medical industry. CRM can automatically accurately respond to customer service requests by providing service automation functions. (8) The market positioning of products re-developed. CRM combines the market positioning of the product to R & D in the market positioning of the product. (9) Help of data decision. The CRM system should also provide detailed, scientific and reasonable decision-making basis for enterprises. (10) Data central management. CRM will support centralized application modes to solve data management issues of molecular agencies. (11) Application of e-commerce. CRM is completely based on the Web platform, using Java technology, with the perfect combination of the front desk e-commerce platform and the background CRM application platform.
