Customer Relationship Management (crm) Applications In The Pharmaceutical Companies

With China entered WTO, intellectual property protection and enactment of new pharmaceutical administration law, Chinese pharmaceutical companies can't change their situations of lacking capabilities of product researching & development and competition.Therefore, how to improve customer service capability in short-term period is another approach to enhance Chinese pharmaceutical company's capabilities. Customer Relationship Management (CRM) is not only a new management mechanism to improve enterprise and customer relationship, but also an advanced information technology system. Many foreign pharmaceutical companies are convinced of CRM benefits to them. Understanding and using this advanced foreign managerial experience for reference as soon as possible will give impetus to Chinese pharmaceutical companies to develop. In the face of problem, opportunity and challenge, pharmaceutical companies are pivotal to speed up transformation of their business philosophy from"product-centric"to"customer-centric", to implement CRM strategy to provide personalized knight service, and to enhance enterprise information application capabilities.The article expounds core management philosophy and development history of CRM, and demonstrates the significance of CRM implementation to Chinese pharmaceutical enterprises, combining the analysis of CRM implementation practices in foreign pharmaceutical enterprises and Chinese pharmaceutical industry characteristics and medicine distribution patterns and marketing characteristics. The article emphasizes the discussion of how to implement CRM successfully.Above all, pharmaceutical companies need to apply CRM management philosophy to deploy change management in management mechanism management mode and business process. Then they deploy CRM system in technology level to carry out the new management mode and method.To achieve expected ROI objectives of CRM, they should program strictly the project and make comprehensive preparation, and implement CRM step by step, including selecting the suitable solution and vendor.Pharmaceutical company can evaluate CRM implementation by a measurement metric including"strategy","people","process","technology"and"customer". Moreover, distinguishing different types of customer relationship management and adopting corresponding privacy protection policies are necessary for pharmaceutical company to resolve privacy protection problems, and to win customer's favor.The research of the article includes the results and conclusions of authoritative institutions and a real business case of CRM implementation in Xian~Janssen Pharmaceutical Ltd. It combines all along management theory and information technology to ensure the feasibility and practicability of the contents.CRM strategy deployment,"customer-centric"company culture,"business process reengineering", excellent CRM team, flexible technology deployment and step-by-step implementation are essential factors to CRM success in Chinese pharmaceutical company.