App5Dfinal3 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM)...

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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) – PHARMACEUTICAL ANALYSIS 1 Innovating Business Software Group Activity: Part I, II and III Team D: Cheri-Davis Feaster, Kapompa Pepe, Shirl Fayson- Miles, Kimberly McLaughlin, Jamilah Stephens, Violeta Werner Walden University Innovation and Technology MMBA-6540-9 Dr Alexander Hapka December 5, 2011
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Customer Relationship Management (CRM) – Pharmaceutical Analysis 2 Abstract Cegedim Relationship Management (CRM) offers superior solutions to pharmaceutical companies in need of CRM expertise. CRM 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. Pharmaceutical 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). “Unfortunately, more often than not, the CRM model employed by pharmaceutical management uses it as a tool rather than developing the relationship,” (Lundstrom & Wright, 2005, p.316). Cegedim, a global technology, CRM and service leader specializing in the healthcare field, has acquired Pulse Systems, Inc., leading US healthcare software and services supplier (Cegedim, 2011a).
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Customer Relationship Management (CRM) – Pharmaceutical Analysis 3 Part I: Overview and Assessment Business Application and Major Players: Measuring and valuing customer relationships is critical to implementing a Customer Relationship Management (CRM) strategy because it supports relationships that were built through the marketing function. “CRM represents the managerial initiatives implemented at the upper management level, driven down to the sales representative” (Lundstrom & Wright, 2005). Some of the top producers of CRM applications are MedSeek, MedNet Solutions, TerrAlign, Media-Soft Inc., SRS Inc., Cegedim, and Convergys (Jazdlifesciences.com, 2011; ExactTarget, 2010). Team D selected Cegedim because it has 40 years of experience and expertise in the pharmaceutical sector while providing solutions covering every step of the commercial cycle . Cegedim’s goal is to strengthen an organization’s relationship with its customers, increasing sales effectiveness, improving data quality/marketing performance, and mitigating regulatory compliance risks ( Cegedim, 2011c ). Target Market: Our primary mission is to interconnect physicians with the patient education process for each drug from a sales’ prospective. Establishing healthy working relationships will ensure patients are given the best resources to encourage patient participation during clinical trials testing; thus allowing pharmaceutical companies and the physician to closely monitor the patients’ progress or adverse events more efficiently. The Food and Drug Administration (FDA) guidelines have restricted physicians from giving out information on their clients. Privacy is a
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App5Dfinal3 - CUSTOMER RELATIONSHIP MANAGEMENT (CRM)...

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