Table of Contents
- Overview
- Executive Summary
- Introduction
- Falling margins in Pharma - increasing ROI through CRM (Market Focus)
- Formulating an effective CRM strategy (Strategy Focus)
- The increasing importance of CRM in the pharma industry (Technology
Focus)
- Future Spending of CRM Technologies, North America and Japan, 2006-2012
(Databook)
- Future Spending of CRM Technologies, Europe, 2006-2012 (Databook)
- Table of Contents
- Table of figures
- Table of tables
- Falling margins in Pharma - increasing ROI through CRM (Market Focus)
- Summary
- Pharmaceutical companies are facing a multi-layered assault on their
profit margins
- The pharmaceutical industry is facing pressures from all sides
- The end of an era for blockbuster drugs
- Lack of drugs coming to market is only compounding the pharmaceutical
industry' s problems
- Power to the people: fuelling the need for CRM in Pharmaceuticals
- The patient is becoming an important influencer within the decision
making process
- The sales force has become less effective fuelling the need for a new
strategy
- Lack of ROI to date is holding pharmaceutical companies back from
investing in CRM
- Pharmaceutical companies are yet to see a ROI on their older CRM
investments
- Pharmaceutical companies do not have sufficient reference points for
other CRM implementations
- While an enterprise wide solution CRM solution is sought it can slow
down the rate of implementation
- Despite these inhibitors Datamonitor projects strong growth
- Each region is producing differing challenges for the pharmaceutical
industry
- The US has the most consumer driven drugs market
- Japan and Italy have cost constraints set by their governments on drug
pricing
- Pharmacoeconomics are becoming increasingly important in the UK
- ACTIONS
- Vendors need to use their references to help sell CRM solutions
- The changing customer means vendors need to evolve their solutions
- Formulating an effective CRM strategy (Strategy Focus)
- Summary
- Pharma companies need to increase drugs' profitability during their
profit window
- Sales need to be more effective in a short period of time
- Getting the message of the new drug across is essential
- A genericized trademark is the ' holy grail' for pharmaceutical
companies
- Viagra - a success story of branding
- CRM and unified communications can help to make a reduced sales force
more effective
- Unified communications will help to increase sales
- An effective communication strategy is based around the sharing of
information
- Knowledge of the physician is crucial to making the most of the time
spent with them
- Having a flexible sales force can allow market changes to be cushioned
and demands shifted
- Pharma needs to come up with an effective long term sales strategy and
be less conservative
- CRM solutions should be part of creating a coordinated marketing and
sales approach
- Coordination means communication from all departments
- At the heart of this approach must be sales and marketing working in
tandem
- Pharma companies need CRM solutions that manage both the patient and
physician
- Reaching the patient is continuing to increase in importance
- Providing the patient with sufficient advice and information is
crucial as they become key influencers
- As pharmacogenomics becomes more prevalent pharma companies need an
appropriate strategy
- ACTIONS
- Vendors need to provide CRM solutions that can target different customers
- Coordinated CRM solutions are essential to provide pharma with increased
profit margins
- The increasing importance of CRM in the pharma industry (Technology Focus)
- Summary
- Creating a unified enterprise wide solution for the industry is crucial
- Large CRM companies are likely to dominate
- Systems Integrators will continue to increase in importance a
implementations become more complex
- Unified enterprise wide solutions are crucial to provide an improved
ROI
- As M&A activity takes place vendors need to ensure that CRM
systems can be integrated
- A clear front runner for the future of CRM in pharmaceutical companies
is yet to emerge
- Analytic CRM is going to increase in importance within the industry
- Analytical CRM can help pharma companies to comply with regulations
- Mobile solutions will enable unified communications for the industry
- SFA still is, and will remain so, the most important aspect of CRM
- Ease of use is crucial to ensure optimum use of mobile solutions
- Training programs that can be completed remotely and easily
- SFA applications need to meet the needs of the sales force to ensure
they effectively use solutions
- As the sales force is highly mobile solutions' functionality should
reflect this
- The increase in mobile solutions will present opportunities for
different vendors
- Multiple vendors being involved will mean partnerships continue to
increase in importance
- Solutions should be able to adapt to the specific needs of the
pharmaceutical industry
- The complexity of the influencers within pharmaceuticals creates
challenges for CRM solutions
- There are a number of complex characteristics for the pharma industry
- The complexities of the pharma industry requires sophisticated CSA and
MA
- ACTIONS
- An understanding of the complex nature of the pharma industry is crucial
- Unified solutions are crucial to help tie in the disparate parts of
pharma companies
- Vendors should market themselves on their ability to provide mobile
solutions
- Future Spending of CRM Technologies, North America and Japan, 2006-2012
(Databook)
- Introduction
- Software and Services Market Size in USA, 2006-2012
- Software and Services Market Size in Canada, 2006-2012
- Software and Services Market Size in Japan, 2006-2012
- Future Spending of CRM Technologies, Europe, 2006-2012 (Databook)
- Introduction
- Software and Services Market Size in France, 2006-2012
- Software and Services Market Size in Germany, 2006-2012
- Software and Services Market Size in Italy, 2006-2012
- Software and Services Market Size in Rest of EMEA, 2006-2012
- Software and Services Market Size in Switzerland, 2006-2012
- Software and Services Market Size in United Kingdom, 2006-2012
- APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: How likely are the following factors to affect or impact your
prescribing decisions?
- Table 2: Software and Services Market Size for CRM in Pharmaceuticals
in the USA, 2006-2012
- Table 3: Software and Services Market Size for CRM in Pharmaceuticals
in Canada, 2006-2012
- Table 4: Software and Services Market Size for CRM in Pharmaceuticals
in Japan, 2006-2012
- Table 5: Software and Services Market Size for CRM in Pharmaceuticals
in France, 2006-2012
- Table 6: Software and Services Market Size for CRM in Pharmaceuticals
in Germany, 2006-2012
- Table 7: Software and Services Market Size for CRM in Pharmaceuticals
in Italy, 2006-2012
- Table 8: Software and Services Market Size for CRM in Pharmaceuticals
in the Rest of EMEA, 2006-2012
- Table 9: Software and Services Market Size for CRM in Pharmaceuticals
in Switzerland, 2006-2012
- Table 10: Software and Services Market Size for CRM in Pharmaceuticals
in the United Kingdom, 2006-2012
- List of Figures
- Figure 1: The pharmaceutical industry is facing pressures pricing from
all sides
- Figure 2: NMEs per year vs. Global R&D spend ($billion) 1980 - 2003
- Figure 3: How CRM can maximize sales force effectiveness
- Figure 4: Process by which patients become more influential in drug
prescription
- Figure 5: How likely are the following factors to affect or impact
your prescribing decisions?
- Figure 6: CRM in pharmaceuticals market for Europe, North America and
Japan, 2006-2012
- Figure 7: Percentage CRM market share in pharmaceuticals, 2007
- Figure 8: CRM in pharmaceutical market size in Italy and Japan,
2006-2012
- Figure 9: Increasing the profit from a drug during its lifecycle
- Figure 10: Total CRM spending from 2006-2012
- Figure 11: Market size for CRM by application from 2006-2012 in North
America, Japan and EMEA
- Figure 12: Diagram illustrating different strategies of pharmaceutical
companies
- Figure 13: Marketing Automation market size from 2006-2012
- Figure 14: Market size for software and services in CRM for EMEA,
North America and Japan, 2006-2012
- Figure 15: Comparison of niche and leading CRM vendors in the
pharmaceutical industry
- Figure 16: US Customer Analytics Market, 2006-2012
- Figure 17: Analytical CRM sitting alongside the data can view the
whole sales process
- Figure 18: Global market share for CRM by type of application, 2007
- Figure 19: Software and Services Market Size for CRM in
Pharmaceuticals in the USA, 2006-2012
- Figure 20: Software and Services Market Size for CRM in
Pharmaceuticals in Canada, 2006-2012
- Figure 21: Software and Services Market Size for CRM in
Pharmaceuticals in Japan, 2006-2012
- Figure 22: Software and Services Market Size for CRM in
Pharmaceuticals in France, 2006-2012
- Figure 23: Software and Services Market Size for CRM in
Pharmaceuticals in Germany, 2006-2012
- Figure 24: Software and Services Market Size for CRM in
Pharmaceuticals in Italy, 2006-2012
- Figure 25: Software and Services Market Size for CRM in
Pharmaceuticals in the Rest of EMEA, 2006-2012
- Figure 26: Software and Services Market Size for CRM in
Pharmaceuticals in Switzerland, 2006-2012
- Figure 27: Software and Services Market Size for CRM in
Pharmaceuticals in the United Kingdom, 2006-2012
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