Contact Information: CONTACT: Amanda Zuniga 919-433-0210
Cutting Edge Information Recommends Leveraging Pharmaceutical CRM Programs With Numerous Media Outlets
| Source: Cutting Edge Information
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" (http://www.PharmaIndustryCRM.com), 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.