SOURCE: Cutting Edge Information

November 01, 2007 07:21 ET

Cutting Edge Information Recommends Leveraging Pharmaceutical CRM Programs With Numerous Media Outlets

RESEARCH TRIANGLE PARK, NC--(Marketwire - November 1, 2007) - According to a 2007 research study by pharmaceutical business intelligence leader Cutting Edge Information, successful CRM programs should consider leveraging numerous media outlets. Download a free online summary.

"The industry has realized that growing patient awareness means that pharmaceutical companies should provide a broader range of communication avenues," says Amanda Zuniga, senior research analyst and lead author of the report. "If a CRM program focuses on just one medium, the company is likely to miss out on building relationships with other customers who would rather communicate via the telephone, for example."

Market research, integral to every CRM program, plays an important part in not only crafting messages to the targeted audience, but also in determining which mediums the audience will be most receptive to when receiving communications. With market research insights in hand, companies need to plan their CRM programs to contain a diverse mix of media options which cater most effectively to their audiences' preferences.

Cutting Edge Information found that 85% of surveyed companies utilize detailing and website initiatives in their programs. Almost as widely used were emailing resources (77%), as well as printed materials and in-office information (69%). Even with the last decade's technology advances, face-to-face and telephone communication still hold a significant presence in successful CRM programs -- 46% of surveyed companies utilize both tactics regularly.

"Pharmaceutical Customer Relationship Management" (, explores how top companies build solid business cases to attain sufficient resource backing for CRM programs as well as to win senior management buy-in. The report contains budget and staffing metrics for 13 different customer relationship management programs. Case studies, best practices and tactics for addressing key CRM program challenges are utilized to give executives a guide to managing their own programs with success.

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