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Pharmaceutical customer relationship management (CRM) software helps pharmaceutical companies execute sales campaigns, while adhering to industry compliance requirements. Given the challenge of getting in front of doctors and the intense competition within the pharmaceutical industry, sales reps need to be as efficient and on-target as possible. Pharmaceutical companies are responding by turning to CRM software as a means of gaining sales and marketing efficiency, as well as improving industry compliance to enhance credibility with physicians.
CRM software is designed to manage relationships between sales and marketing professionals and their customers. This is true in pharmaceuticals, too, where the sales people are the reps and the customers are physicians. Look out for these features when considering pharmaceutical CRM software.
|Medical Representative Management||Manage medical representative office visits based on factors like route convenience and physician specialty. They can also track visits based on medication, representative, and region, leveraging that information to enhance and focus future marketing efforts.|
|Marketing Campaign Management||Sales reps should be able to execute marketing campaigns both in-office and virtually. With CRM for pharmaceutical sales, the rep can access organized product and physician information to create targeted email messages and effective presentations. The software may also have capabilities for creating segmented calling lists to execute phone campaigns more efficiently.|
|Sample Tracking||A more advanced feature, sample tracking helps reps manage their drug sample inventory and track drug prescription preference among physicians.|
|Regulatory Compliance||Since failure to comply with industry regulations can cost millions of dollars, pharmaceutical CRM software should have embedded compliance modules that allow organizations to carry out sales, marketing and service activities while remaining within the bounds of the Food and Drug Administration (FDA) regulations.|
|Mobile Device Support||If you’re making a lot of in-person visits, support for mobile devices will be incredibly valuable to you, but due to the complexity of the pharmaceutical industry, the technology has only recently been developed. Vendors are beginning to release mobile applications with specific tools for drug sales reps, such as digital signature capture, barcode recognition, and sample tracking.|
Regulatory compliance support is a must for any pharmaceutical CRM solution, as well as the ability to manage physician contacts and marketing efforts. For an additional level of support, consider adding the sample tracking feature to track your inventory, and if you’re highly mobile then make sure the software connects to your mobile device.
Consider the following questions when evaluating pharmaceutical CRM software:
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