Pharmaceutical Customer Relationship Management: Developing and Improving CRM

Table of Contents

Chapter 1:

• Management structure of CRM
• Level of CRM operation
• Functions spearheading CRM initiatives
• Functions involved in CRM
• CRM brand-level, therapeutic area-level and corporate-level investments
• Average CRM investments by category
• Budget breakdown by target audience
• Functional contributions to CRM funding
• Headcounts for development, implementation and maintenance stages by category
• Initial CRM investments vs. annual CRM investments by category
• Annual CRM investments vs. desired annual investment by category
• Percentage of implementation investments outsourced
• Percentage of maintenance investments outsourced
• Outsourced activities
• CRM database integration
• Technology investments as a percentage of total CRM investments

Chapter 2:

• Relevancy of CRM objectives
• Applications of CRM programs
• Time to develop and implement CRM programs
• Development phase during which new drugs are integrated into CRM programs
• Pilot programs for CRM
• CRM program measurement
• CRM program results
• CRM program performance ratings
• Measuring customer lifetime value
• Average cost to attain a new patient vs. cost to retain an existing patient
• Average initiative development investments as a percentage of total CRM budget

Chapter 3:

• Companies’ current CRM development stages
• CRM challenges
• Target audiences of CRM initiatives
• Media channels utilized in CRM programs
• Average online marketing investments as a percentage of total marketing investments

Chapter 4:

There are 13 CRM program profiles in Chapter 4, each of which contains the following metrics and graphics:

• Program background information:
  • brand-level
  • therapeutic area-level
  • corporate-level CRM initiative
  • therapeutic area
• Program overview:
  • target audiences
  • measuring customer lifetime value
  • cost to attain a new patient vs. cost to retain an existing patient
• Program timeframe:
  • current stage of development
  • development time
  • pilot program
• Integration of databases and phase of new drug integration
• Program structure:
  • centralization
  • operation level
• Functions involved in CRM program and contributions to CRM funding
• Implementation investments broken down by categories and target audiences
• Annual CRM investment vs. desired annual investment and outsourcing budgets and activities
• In-house headcounts at various development stages
• Applications of CRM program and objectives
• Media channels utilized in CRM and online marketing investments as a percentage of total marketing investments
• CRM challenges
• CRM status report:
  • measurement tactics
  • program results
  • performance rating