The increasing importance of CRM in the pharma industry (Technology Focus)

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • 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
  • APPENDIX
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Figures
    • Figure 1: Market size for software and services in CRM for EMEA, North America and Japan, 2006-2012
    • Figure 2: Comparison of niche and leading CRM vendors in the pharmaceutical industry
    • Figure 3: US Customer Analytics Market, 2006-2012
    • Figure 4: Analytical CRM sitting alongside the data can view the whole sales process
    • Figure 5: Global market share for CRM by type of application, 2007