Design And Implementation Of Pharmaceutical Customer Relationship Management System Based On SOA

With the soaring competition in the pharmaceutical industry, most companies are inevitable to start enterprise informatization for customer service improvement, running costs reduction and marketing management promotion. Meanwhile, physicians still play a particular role, who have the last word in drug sales, based on current health care system in our country. Therefore, one major objective of pharmaceutical enterprises is to establish more professional customer relationship management (CRM) system in order to fulfill the growing management demand.In the beginning, it is analyzed the present situation of CRM system in the pharmaceutical industry, and defined its functional positioning and key business processes. Based on these, an integrated pharmaceutical CRM system architecture combined with the key concept of Service-Oriented Architecture (SOA) has been established. Especially, the design of the marketing expense process has been highlighted, which reflects the characteristics of pharmaceutical companies and refers to cross-system collaboration. At the same time, regarding to some complex business activity, the coarse-grained and activity-centered service is defined and realized. Furthermore, the data interaction among different systems has been elaborated depending on the Enterprise Service Bus (ESB). A 3-tier application including open source frameworks Struts, Spring and Hibernate has been applied for this CRM system development. To implement SOA, firstly, the CRM services are packaged in a standard way, and XML-based Simple Object Access Protocol (SOAP) is used to transfer information. Afterwards, the service components are consolidated, published, registered and controlled based upon the Web Service technology and the ESB tool. It makes this pharmaceutical CRM system to bring about the reuse and rearrange of business services, and the decoupling among network connection, data conversion and business logic. Finally, the company has completed both application and data integration, and achieved the accuracy and efficiency of CRM system.