App3_Team D_MBA6540 final - Running head Customer...

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Running head: Customer Relationship Management (CRM) – Pharmaceutical Analysis 1 Innovating Business Software Group Activity: Part I Team D: Cheri-Davis Feaster, Kampompa Pepe, Shirl Fayson- Miles, Kimberly McLaughlin, Jamilah Stephens, Violeta Werner Walden University Innovation and Technology MMBA-6540-9 Dr Alexander Hapka November 20, 2011
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Customer Relationship Management (CRM) – Pharmaceutical Analysis 2 Abstract Cegedim Relationship Management offers superior solutions to pharmaceutical companies in need of Customer Relationship Management (CRM) expertise. Customer Relationship Management applications can help companies build a long-lasting and successful relationship with its consumers in order to keep them satisfied and loyal to the brand. CRM is sometimes linked with relationship marketing, which is used to attract new business in the form of customers. Pharmacuetical Companies use CRM technolog y to find, attract, and win new clients, nurture and retain existing clients, entice former clients back into the fold, and reduce the costs of marketing and client service (Joachim, 2002). Over the last few years, many pharmaceutical companies are turning to customer-relationship-management technology as a means to squeeze revenue from existing products and prime the market for what's to come. Unfortunately, more often than not, the CRM model employed by pharmaceutical management is that of (using it) as a tool rather than developing the relationship”, (Lundstrom & Wright, 2005). Cegedim, a global technology, CRM and services leader specializing in the healthcare field, has acquired Pulse Systems, Inc., leading US healthcare software and services supplier (Cegedim, 2011). The move gives Cegedim access to the US market for the computerization of healthcare professionals in a very critical time for Electronic Health Records (EHR) and Practice Management (PM) software market (Cegedim, 2011). The merger provides a optimal entry and platform into the rapidly growing US healthcare computerization market. This in turn will allow patients to access their records and physicians the ease in which to document patient information. In addition, the software allows patient information to be access from any physician office within the same group or organization.
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Customer Relationship Management (CRM) – Pharmaceutical Analysis 3 Innovating Business Software Group Activity: Part I Measuring and valuing customer relationships is critical to implementing a CRM strategy because it supports that relationship were built through the marketing function. “CRM represents
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