Optimization Strategy Of CRM In H Pharmaceutical Enterprise Under The Medical Reform Background

With the continuous development of the economy,the deepening of the aging society,and the continuous improvement of residents’ health awareness during the epidemic period,the residents’ demand for basic drugs will rise sharply,and the pharmaceutical industry has broad prospects for future development.However,in recent years,the medical reform mechanism has been continuously improved.Since 2018,policies such as the implementation of the centralized medicine procurement system and the entry into the annual dynamic adjustment period of the medical insurance catalogue have been continuously introduced.The profits of pharmaceutical companies are faced with the risk of substantial compression,and the competition in the terminal pharmaceutical sales market has become increasingly fierce.Therefore,exploring how to better build a new customer relationship management model is a strategic issue that every pharmaceutical company should focus on in the context of the new medical reform.Customers are the most important value of an enterprise.Effective customer relationship management can not only improve the service level of the enterprise,but also promote the enterprise to achieve the goal of profit growth.Especially for foreign-funded pharmaceutical companies,they are already faced with the difficulty of adapting to the centralized procurement system in the Chinese pharmaceutical market,and how to do a good job in corporate customer relationship management under the new situation is even more of a challenge.Therefore,the research on customer relationship management of H pharmaceutical company has obvious practical significance.Based on the above background,this paper adopts a combination of theoretical research and practical investigation for analysis.Based on the relevant theories of customer relationship management,this paper expounds the customer life cycle theory,customer value theory,etc.,and summarizes the current domestic and foreign literature on customer relationship management,which provides reference for the research of this paper.In addition,in analyzing the specific problems of the research object,the author comprehensively selects senior management and business personnel from administration,sales,marketing and other departments,as well as some representative customers by using offline interviews and online questionnaires.The investigation,combined with its own years of work experience,analyzed the problems existing in the current customer relationship management of H company,and put forward relevant improvement suggestions.The study found that there are four main problems in the current customer relationship management of H company:(1)the customer relationship management system and concept fail to keep up with the needs of the new situation;(2)the effectiveness of the customer loyalty maintenance system has declined under the new medical reform;(3)Failed to effectively respond to the differentiated service needs of customers under the new situation;(4)The degree of optimization of the CRM system has not yet kept up with the needs of the new situation.In this regard,this paper proposes:(1)Raise the importance of customer relationship management to a strategic level,and strengthen the training of employees’customer relationship management skills;(2)Company H establishes a customer relationship management plan for the whole life cycle,and provides Customers in the relationship stage take differentiated relationship management measures;(3)On the one hand,it is necessary to strengthen the collection and analysis of customer information,and on the other hand,it is necessary to refine the customer value classification standards;Synchronized timeliness of data and preventive measures for non-compliant marketing practices.In addition,this paper also puts forward the safeguard measures of the customer relationship management improvement plan,covering three aspects:system safeguard,organizational safeguard,and corporate culture.To sum up,this paper analyzes the problems existing in the customer relationship management of H company and puts forward relevant suggestions,aiming to optimize the customer relationship management model of H company,so that the company can better maintain the relationship with customers and achieve profit growth..In addition,this paper takes large foreign pharmaceutical companies as the research object,and hopes that the research conclusions can provide some reference suggestions for customer relationship management of other large pharmaceutical companies and foreign pharmaceutical companies.However,limited by the availability of data,the research in this paper lacks certain data support,and the research depth is relatively shallow.The article only takes a case as the research object,so the relevant conclusions do not have strong universality,and the reference value that can be provided is limited.