Best Practices for Pharma CRM Implementation

Having many years of experience, I’ve seen firsthand how a well-executed CRM strategy can revolutionize customer relationships and boost operational efficiency. That's why today, I want to share some insights on best practices for CRM implementation in one of the most technologically demanding and data safety-conscious industries.

A well-suited pharmaceutical Customer Relationship Management system can become the backbone of an efficient, patient-centered business strategy. The pharmaceutical industry is characterized by a unique blend of complex regulations, long product cycles, and intense competition. Pharmaceutical companies need tailored solutions that ensure compliance, streamline operations, and support meaningful interactions with healthcare providers and patients.?

?Implementing a set of best practices can help pharmaceutical companies achieve their goals.

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Ensure seamless integration of all systems

Pharmaceutical companies often rely on multiple platforms like Electronic Health Records, marketing platforms, and sales tools to manage day-to-day operations. However, if these systems are not integrated, employees will waste a lot of time switching between platforms to gain a complete view of prospects, clients, and partners. They might even overlook a critical piece of information, simply because it wasn’t easily available, and they didn’t have the time to dig through hundreds of gigabytes of data.?

To address this, companies must prioritize seamless integration of all systems into their CRM solution. A well-integrated CRM gives businesses a unified and up-to-date view of customer data across various touchpoints and channels. With this information, pharmaceutical companies can engage in more personalised interactions and build stronger relationships with healthcare providers and partners.

Stay compliant with industry regulations

One of the crucial aspects of a good pharma CRM is compliance with strict industry regulations like HIPAA and GDPR. When selecting a CRM, pharma businesses must ensure it includes robust security features to protect confidential information and comply with these regulations.

Crises caused by bad guys gaining access to systems with confidential information are so intense, they even inspire fiction (if you’ve ever watched a medical TV series such as Grey’s Anatomy, my personal favorite, you’ve seen depictions of the chaos that can unfold in such situations). This threat, however, isn’t limited to hospitals - pharmaceutical companies face similar risks. That’s why they need to choose a CRM system with security features, such as data encryption and role-based access controls, to ensure that only authorized personnel have access to confidential data. Implementing these measures helps pharma companies avoid penalties from regulators and protect themselves from losing customers’ trust.

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Optimize field force management

Pharmaceutical sales have changed. A decade ago, pharma reps could easily book in-person meetings with doctors, build lasting relationships, and crush their sales quota. Today, most of physicians prefer digital channels communication, so the pharma reps need to adjust their sales processes to succeed in 2024 and beyond. To improve their productivity and boost field sales, CRM systems should provide tools to help businesses effectively manage their field force’s activities and schedules.

CRM software must include features to track customer information and facilitate the entire sales cycle. This includes tools to manage sales reps' schedules, activities, and engagements with healthcare providers and organizations. ?

Implementing pharma CRM can help companies optimize visits with customized schedules for sales reps, set up rules for engaging with different types of health care personnel (HCP)s and health care organizations (HCOs), and track visit results.

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Equip sales teams with mobile CRM solutions?

Mobile CRM solutions make fieldwork easier, offering real-time access to customer information from any location. For pharmaceutical sales reps, who are often on the road visiting doctors, clinics, and healthcare facilities, having access to a mobile CRM is a real game-changer. It allows them to review customer profiles, track interactions, access product information, and log visit outcomes on the go.

This real-time access to CRM software empowers reps to have more informed and impactful conversations with prospects and clients, improving their experience and boosting sales.

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Benefits of CRMs tailored to the pharmaceutical industry

?So, what are the benefits of introducing these practices for pharmaceutical companies? Let’s take a closer look!

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1. Enhanced customer engagement

?A pharma CRM allows businesses to engage with customers in a more personalised and meaningful way by providing employees with valuable insights about clients. What's this customer’s preferred therapy and drugs? Are they chatty and likely to engage in small talk or do they prefer to get straight to the point? Do they like to scroll Facebook and are more likely to come across an ad on social media or a billboard or newspaper? What's their previous experience with the customer service team? Even details like these can impact the effectiveness of a marketing campaign, support activities, and sales pitch, influencing how well the company’s approach aligns with the client's needs.

By tracking past interactions and preferences, companies can tailor the interactions to meet the expectations of each healthcare professional or patient. This personalized engagement helps to build trust, strengthen relationships, and improve customer satisfaction.

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2. Improved sales operations

Did you know that, according to a recent study conducted by a global provider of CRM solutions, sales reps spend less than 30% of their time actually selling?

A pharma CRM can help them improve their productivity by automating repetitive, mundane tasks such as data entry, route planning, scheduling visits, and managing follow-ups. Thanks to that, sales reps can focus on building relationships and driving revenue rather than getting bogged down by administrative tasks.

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3. Optimised product lifecycle management

In the pharmaceutical industry, managing the product lifecycle is a complex task, from the early stages of drug development to commercialization. A pharma CRM can help optimize each stage of this process by centralizing data and providing real-time insights into market demand, customer feedback, and sales performance.

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4. Enhanced decision-making

The pharmaceutical industry generates plenty of data - from clinical trials to prescription patterns. A pharma CRM helps companies analyse customer behaviour, sales trends, market dynamics, etc., to make more informed decisions.

Whether it’s deciding which marketing strategy is the most effective, or spotting opportunities for product development, a data-driven approach helps pharma companies stay ahead of the curve and fuel growth.

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Unleash the full potential of pharma CRM

A robust and well-optimized CRM system tailored to the pharmaceutical industry's unique needs can improve operational efficiency, strengthen customer relationships, and increase revenue. By implementing the best practices from his post, pharma companies can stay ahead in a highly competitive market and achieve long-term success.

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