Customer Relationship Management (CRM)

The following Pharma Marketing News reprints feature articles and case studies relating to "Customer Relationship Management (CRM)." Also see the following sections for reprints on related topics: Market Research Brand Marketing Relationship Marketing eMarketing and ePromotion Most reprints are free of charge. Others can be ordered and paid for by credit card online and you will receive a download link to the full article (PDF file) immediately upon payment. John Mack, Publisher & Editor editor@news.pharma-mkting.com

Reprint List

Special Supplement: Relationship Marketing Many experts agree that Relationship Marketing (RM) should be a natural for the pharmaceutical industry, which needs to support the long-term use of their products and help patients remain compliant with their treatment regime. But not many pharmaceutical marketers understand what relationship marketing is and how it differs from other forms of marketing that they traditionally employ. This collection of Pharma Marketing News articles, blog posts, and survey results provides you with an excellent introduction to the many facets and uses of pharmaceutical relationship marketing. TABLE OF CONTENTS Order and pay for this Special Supplement now using your credit card... ONLY $29.95 Download PDF file immediately after paying: If you wish to pay by check or credit card off-line, please use: Printable Order Form Are Sales Reps Necessary? Steve Woodruff, Founder and Principal Consultant of Impactiviti, and John Mack team up to review eyeforpharma’s Sales Effectiveness conference, which was co-located with the eCommunication & Online Marketing Conference. Download PDF file Balancing Idealistic vs. Realistic CRM Processes This article is a summary of a panel chaired by Michael C. Lengel, Partner at Peppers and Rogers Group, and included Sharon Reffett, Director of Customer Systems and Administration at Allergan, John Vaeth, Director, CRM Capability Development at Biogen, and Wendy Jackson, President, Direct Marketing at Publicis. Download PDF file Big Pharma Sales Analytics for the Rest of Us OnDemandIQ Inc., a Los Angeles based company, provides OnDemandIQ Insights' Life Sciences, which is an affordable web-hosted business intelligence solution for smaller companies. Topics covered include: Small Company, Same Challenges Combining Software and Services Sales/Activity Reporting Performance Report Cards Analysis On-Demand Download PDF file Building a Blockbuster Moving Towards a New Service Model TNS Healthcare research suggests that you can enhance your chances of building a blockbuster brand by developing a customer-driven approach that focuses more on building relationships with physicians than does the traditional detailing model. In support of this, TNS surveyed primary care physicians in the US and 5 European countries. The results are summarized in this article. Download PDF file Building the "New" Pharma Physician Marketing Model MedTera's HC Professional "Life Long Learning" Platform This article reviews MedTera's HC Professional "Life Long Learning" Platform -- branded integrated physician marketing solutions -- and presents a summary of research on how brand teams see the mix of marketing tactics changing over the next several years. Download PDF file Building the Optimal Service Model Creating the Right Physician Experiences to Drive Business This article presents a summary of a recent TNS Healthcare webinar and personal conversations with presenters conducted beforehand. Included are NEW research results about how US and European physicians rate pharmaceutical companies against a number of customer value points that are important in achieving success with the new sales model. Download PDF file Closed-Loop Patient Education: MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes MedTera and HealthPrize Team Up to Improve Medication Adherence & Health Outcomes MedTera recently partnered with HealthPrize Technologies, a web-based software company that motivates people to fill and stay on prescription medications, to bring together MedTera's online and offline educational resources and HealthPrize's online, interactive platform to educate people about their chronic diseases and incentivize them for taking their medications as prescribed. Download PDF file Current Issues and Future Prospects for Sales Force Effectiveness The industry will have to adapt its sales model to meet the new challenges ahead. This article offers insights on the new sales model and how to achieve it from pharma experts who presented at a recent eyeforpharma Sales Force Effectiveness Summit. Expanded Summary Available. Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying: The European eMarketing Scene: Desperately Seeking Strategy The pharmaceutical industry is struggling to develop an eMarketing strategy in Europe, which is comprised of many relatively small markets (the member countries of the EU) having significant cultural and language differences. Expanded Summary Available. Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying: Evolve Your Brand into a Relationship with Consumers and Physicians This article is a review of a presentation by Keli Bennett, Consumer Marketing Director at Abbott Laboratories, where she contrasts and compares DR marketing and traditional DTC strategies and presents a Case Study showing the ROI benefit of integrating the two approaches. Download PDF file Eyes on the Adherence Prize: How HealthPrize Uses Financial Incentives and Fun to Change Patient Behavior This article provides details about the HealthPrize's innovative, compelling approach to solving one of pharma's most perplexing puzzle: how to improve medication adherence. Included is a summary of a Pharma Marketing Talk podcast interview of Tom Kottler, CEO, and Katrina S. Firlik, M.D., Chief Medical Officer, HealthPrize. Download PDF file Finding the "Right Stuff" to Revitalize Sales Productivity Declining sales force productivity is a major issue on the minds of sales managers and corporate executives of pharmaceutical companies large and small. More and more physicians are limiting face time and closing their doors to sales reps. The solution, according to Hossam Sadek, VP of Sales Force Effectiveness, IMS Health, is for pharmaceutical sales management to focus on relationships and the metrics that drive relationships, to enable reps to deliver tailored messages that truly impact the prescribers in their territory. Download PDF file GSK Strikes Back with a Grassroots Campaign Mike Pucci, Vice President of External Affairs at GlaxoSmithKline, discusses his strategy to get the word out about the good that the pharmaceutical industry is doing. Download PDF file Increase Prescription Sales with Smart Tools Realizing the limitations of the printed package insert (PI), Wellscape, a technology company that provides software solutions designed to improve patient care has developed Smart-PI, which distills complex prescribing information and packages it in portable, stand-alone real-time tools accessible from web sites and available for desktop and Tablet PCs and PDAs. Download PDF file The iPad as a Pharma Marketing Platform Is It a Game-Changer for Consumer & Physician Access? This article summarizes how the iPad is currently being used by the pharmaceutical industry, how it is being adopted by physicians, and what the roadblocks are to using it for eDetailing. Topics include: iPad - What's It Good For? The iPad as a Pharma Marketing Platform GoMeals More Consumer Apps Opening Doors to Physicians Many Physicians Plan to Buy It iPad for eDetailing DrChrono.com Featured on Pharma Marketing Talk Radio Is It Just Another Tablet Device? Does No Flash Mean No eDetailing? iAds for Pharma? Is Pharma Blocking or Supporting iPad Use by Sales Reps? Download PDF file Mobile Medical Reference: An Effective Door Opener for Sales Reps Pharmaceutical companies are searching for new, creative solutions to the problem of decreasing sales rep effectiveness. One such solution is to provide physicians with value-added smart tools to allow them instant access to up-to-date prescribing and treatment information. Download PDF file Personalized e-Marketing - How can you create and profit from a customer's lifetime experience? Instead of talking about CRM (Customer Relationship Management), Philippe Barzin, former Director of Connectivity at Johnson & Johnson, focused on HRM or "Healthcare Relationship Management." To demonstrate the effectiveness of "customer-oriented surround marketing" and personalization, Barzin used BabyCenter, a J&J consumer-focused web site, as a case study. Download PDF file A Primer on Pharma Employee Blogging There is some movement within a few pharmaceutical companies toward implementing employee blogs. But before any pharmaceutical company dives into blogging, there are a few fundamentals that should be considered for developing a strategy for employee blogging. Download PDF file Putting the Customer Back in Customer Relationship Management This article features the thoughts of Derek Evans, Vice President, Global Solutions Marketing at Dendrite International, on how to put the customer back in Customer Relationship Management. Evans emphasized the compound effect of excessive focus on high prescribers and the restrictions of formularies and government regulations. Download PDF file Reinventing the Sales Model Moving from Sales to Service It's unrealistic to do away with sales reps altogether, but dramatic change is needed. TNS Healthcare experts talk about moving beyond current approaches to a new sales model--one with the right balance of selling and service to forge the strong physician relationships that drive long-term prescribing. TNS Healthcare experts talk about moving beyond current approaches to a new sales model. Download PDF file Sales Reps Debate Their Value As Heard on CafePharma When pharmaceutical sales reps are asked about the value of sales reps, you get some surprising comments. Tghis article summarizes some of the responses - including the good, the bad, and the ugly - from CafePharma members to the question "Are Sales Reps Necessary?" Download PDF file Strategies for Enhanced Physician Targeting and Segmentation Richard B. Vanderveer, Ph.D., CEO of the global pharmaceutical marketing and research firm V2 GfK, presents strategies for enhanced physician targeting and segmentation. Download PDF file Tailoring CRM Solutions to Your Business Strategy Real World examples of CRM assessment and initial implementation, highlighting early best practices in CRM deployment. Download PDF file The Targeted Model: The Future of Pharmaceutical Marketing? Remember the good days of pharmaceutical marketing? When pharmaceutical reps and doctors had personal relationships? When the sales rep was the dominant influencer of physician prescribing behavior? When reps were knowledgeable and provided the physician with useful information that couldn't be gotten anywhere else? Download PDF file To Build Patient Adherence, Pfizer Puts Technology Behind The Curtain This article summaries a presentation made by Diane Stafford, Head of Patient Relationship Marketing for Pfizer UK at a recent eyeforpharma entitled "The E-nabled Patient: Using Technology to help build valuable patient relationships," Ms. Stafford asserted that you "can' t use technology as [a compliance program] delivery mechanism if it's not right." Download PDF file Understanding the Strategic Value of MSLs Strategically Envisioned, Yet Tactically Measured This article by contributing author Neil Gray, examines why the industry’s current use of tactical value measures for MSLs might ultimately prove limiting by positioning MSLs inappropriately and inhibiting their broader involvement in organizational and stakeholder problem-solving. The author examines how tomorrow's MSL might be employed by Pharma and discusses the strategic movement of MSLs into the competitive intelligence space, teaching roles, strategic input to and evaluation of portfolio development, and investor relations. Topics and issues covered include: Difficult Times Lie Ahead Numerous Stakeholder Challenges What Do KOLs Want? Moving From Science Discussants to Knowledge Directors What the Future May Hold Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying: Use of Twitter for Patient Support Twitter has often been hyped as a great way to support customers. The customers of pharma are physicians and patients. But pharma Twitter accounts offer very little in terms of patient support. This article summarizes a survey that asked respondents to evaluate several ways in which Twitter could be used to improve patient support. Download PDF file YouPharma: New Rules for Pharma Marketing and Social Media Highlights from a Pharma Roundtable discussion and comments from several bloggers in the Pharma Blogosphere about pharma use of social media. Expanded Summary Available. Order and pay for this reprint now using your credit card... ONLY $4.95 Download PDF file immediately after paying: