[Report] Bringing Drugs to Market The role of CRM in improving sales & marketing (Review Report) TOC

Overview
- Catalyst
- Summary
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

Bringing Drugs to Market The role of CRM in improving sales & marketing (Review Report)

Table of Contents