Main Subject - Business

“Don’t worry about the definition of CRM. If you don’t come up with your own definition you’re wasting your time” – Ed Thompson, Gartner Analyst.

This probably accounts for the fact that there are so many different d

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

efinitions of CRM out there.

One of the first things to do when considering adopting CRM is to define what it means to your business, in as much detail as possible, remembering to consider why you are doing it, and what results you want to achieve f

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

rom doing so. It is crucial that you fully understand what you want to achieve from your CRM programme, as without knowing this you will have no way of knowing how successful, or otherwise, the implementation has been.

Often high on a list of desir

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

es is to increase customer satisfaction, and understandably so. Research suggests that dissatisfied customers will tell 7-10 people about their experience, whereas satisfied customers will refer you to 3-4 new customers.

Successful CRM is about com

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

eting in the relationship dimension. Not as an alternative to having a competitive product or reasonable price - but as a differentiator. If your competitors are doing the same things you are (as they generally are), product and price won't give yo

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

u a long-term sustainable competitive advantage. But if you can get an edge based on how customers feel about your company, you can start to develop a more sustainable, long term relationship with them.

Communicating with your customers regularly i

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

s important, as is automating as much of this process as possible. However be careful. As Bill Gates said, “The first rule of any technology used in a business, is that automation applied to an efficient operation will magnify the efficiency. The

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

econd is that automation applied to an inefficient operation will magnify the inefficiency”.

It is not enough to simply email your customers every month, telling them all about your latest product, and how it will change their lives, because most of

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

them won’t care. If you can quickly and easily identify those customers that are likely to be interested in your latest product, you can send the same email to a more targeted group. You can still do more. What if you can say to each customer, as

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

an individual “because you purchased our Silver Widget last month, you may be interested in the complimentary Silver XYZ, and to thank you for your ongoing custom, here is a 10% [amount tailored, depending on several factors] discount voucher”?

A C

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

M strategy covers every aspect of your business, from the first contact with a new prospect, to the final invoice. Each time your interact with your customers, you are giving them an impression of, not only the person talking to them, but the proces

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ses behind that person. Inefficient processes lead to a lack of information available to the customer, leading to delays, frustrations, and a negative impression. The more loyal that customer is, the more forgiving they are likely to be, but taking

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

advantage of this loyalty could prove a costly mistake.

How much business have you lost due to inefficient processes and / or poor data management? How much more profit could you make, if you knew more about your customers’ buying habits? What wo

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

uld you do differently, if you knew which areas of your marketing aren’t working?

This brings us nicely to the area of CRM software. It is a common misconception that CRM is about software, although quite the opposite is true. CRM has nothing to d

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

with software. The role of the software is to store and collate the information, produce the reports, and produce the personalised communication. Installing an expensive CRM product, then sitting back waiting for something to happen is a critical

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

mistake, as you can be assured that by doing this alone, nothing will happen.

There are two main types of CRM system, Contact Mangers and Opportunity Managers. Contact Managers tend to be ‘people focussed’, recording the name, company and contact d

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

etails for each person, combined with freeform text notes and the ability to flag contacts for calls backs. They don’t include sales forecasting, and are of the simple flat file database format. Opportunity Managers focus on recording sales opportu

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

ities (as the name suggests), and have a more sophisticated relational data structure, giving you companies / accounts, who have multiple contacts, activities, documents and sales opportunities. You will also typically find more complex reporting fu

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

nctions, and greater security, to individual record level if required.

A CRM project never finishes - it needs to be constantly adjusted and refined, but doing so doesn’t have to be time consuming. By having all the information to hand, you can mak

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

e informed decisions and communicate them to your staff easily.

Correct use of a CRM system, combined with clearly defined and efficient processes will deliver the business benefits, but only if it embraced by everyone, beginning at management level

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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