Customer Relationship Strategies in Medical Device & Diagnostic Industry - Role of CRM and Knowledge Management

Table of Contents

1) Executive Summary

• Current Technologies and Process Concepts
• Assessing the Benefits of CRM in the Medical Technology Sector

2) Introduction

• Customer Lifetime Value
• Knowledge is power. The interplay between Knowledge Management, Customer Knowledge Management , Customer Relationship Management and Business Intelligence ?
  • Customer Relationship Management (CRM)
  • Knowledge Management (KM)
    • Prosumerism
    • Team-based co-learning
    • Mutual innovation
    • Communities of Practice
    • Joint IP/ownership.
    • Customer Knowledge
    • Customer Knowledge Management
    • Business Intelligence (BI)
    • Competitive Intelligence
    • Technology and Product Development Intelligence (TPDI)
• Customer Segmentation

3) Implementing and Assessing CRM in the Medical Technology Sector

• Implementing a CRM Strategy in the Medical Technology Sector
• Determine Organisational Goals & Create Realistic Objectives
• Identification of Budgetary Requirements
• CRM Solution Vendor Selection
• Types of CRM
  • Hosted CRM
  • Hybrid CRM
  • Modular CRM
  • Vertical CRM
• Barriers to Implementing CRM
• Case Study: Cardinal Healthcare
• Case Study: KaVo Dental GmbH
• Case Study: Lake Region Manufacturing, Inc

4) Knowledge and Relationship Management Solutions in the Medical Device Industry

• CRM in Healthcare - Information About the Customer
• Medical Devices and Rationale for CRM
• CRM Applications in Small, Medium and Large Enterprises
• CRM and Medical Devices & Instruments
• Communicating product value
• Persistent Scepticism Can Delay Implementation of CRM
• Driving innovation through a mix of customer knowledge management, CRM and KM - a case example featuring Cordis Corporation.
  • Interview planning
  • Data gathering
  • Organising and ranking outcomes-based data
  • Using outcomes-based measurement to re-ignite the innovation process.
• St Jude Medical 56
• Conceptus
• CRM and Medical Equipment & Systems
• Hill Rom - The role of customer segmentation in creating business value
• Building a customer segmentation model
• Remedial action
• Results
• The role of relationship management in shaping the sales strategies of diagnostic imaging companies
• Siemens Medical Systems
• Siemens Medical Systems - Reorganising sales and service
• Varian Medical Systems
• Elekta AB
• CRM and Medical Supplies & Distribution
• B Braun Medical UK Ltd
• Paul Hartmann
• Tyco Healthcare (France)
• Fresenius Medical Care
• CRM and Medical Diagnostic Systems
• Case Example: Biosite Incorporated

5) Corporate Culture and Relationship Management

• Implementing Corporate Culture Change
• Creativity and Corporate Culture
• Difficulties in Changing Corporate Culture:
• Rapid Change Process in Corporate Culture
• Corporate Culture Change and Philips Medical Systems (PMS)
• CRM Implementation and Culture Change at B Braun Medical Ltd

6) Utilizing Customer input to achieve the End-Goal of Product/Service Innovation

• Stimulating Creativity - Fostering Innovation
• Strategies for Sustained Innovation
• Characteristics of Innovative Companies and CRM Opinion Leaders as an Important Source of Novel Product and Service Concepts
• Innovation in the orthopaedic industry
• Creating Breakthrough Innovations Through Opinion Leaders and Centres of Excellence
• Creative Clustering

7) Conclusions and Recommendations

• First Mover no longer an advantage