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Analytical CRM: new technologies for the pharmaceutical industryProduct Type: Market Research ReportPublished by: Datamonitor Published: December 2003 Product Code: R313-6271 Description IntroductionWith the ROI of sales and marketing efforts diminishing, the pharmaceutical industry needs to ensure that the effectiveness of existing marketing campaigns is optimized. To maximize returns, marketing strategies must evolve away from the traditional mindset and invest in technology with analytical customer relationship management capabilities. Scope Examines the Analytical CRM process, its benefits to pharmaceutical companies and the factors driving its use in the pharmaceutical industry today Illustrates the potential in the pharmaceutical market and gives an overview of the technology involved Investigates at the impact of Analytical CRM on the industry, using primary research to show the industry’s objectives and barriers to implementation Presents a case study of Roche’s Xenical (orlistat) and includes an examination of five vendors in this market Report Highlights Pharmaceutical companies planning to deploy Analytical CRM technology should, prior to heavy investment, examine its use in verticals with similar characteristics. Pharmaceutical companies will continue to invest in Analytical and Operational CRM. However, weaknesses in infrastructure and channels must be addressed if returns on ACRM are to be maximized over the longer term. Reasons to Purchase Understand the current and prospective opportunities to use Analytical CRM technologies in optimizing marketing strategies Learn more about the leading Analytical CRM vendors and the products and services they offer the pharmaceutical industry Develop strategies for the introduction and development of Analytical CRM technologies in your company Table of Contents TABLE OF CONTENTSACTION POINTS 6 Scope of the report 6 Two key things you need to know about Analytical CRM 6 Pharmaceutical companies planning to deploy Analytical CRM technology should, prior to heavy investment, examine its use in verticals with similar characteristics 7 Pharmaceutical companies will continue to invest in Analytical and Operational CRM. However, weaknesses in infrastructure and channels must be addressed if returns on ACRM are to be maximized over the longer term 7 ANALYTICAL CRM 9 Introduction 9 Market overview 9 What is Analytical CRM? 9 The Analytical CRM process 10 Benefits across verticals 11 ACRM in the retail industry 13 Factors driving the adoption of ACRM 14 Democratization of data 14 Smarter, easier tools 14 Negative reasons 14 Technology overview 14 Data quality 16 The issue with data quality 16 The data quality process 17 Data storage and management 18 Company-wide data warehouses 19 Data marts 19 Operational data stores 19 Business Intelligence and Decision Support 20 Data integration and ETL 20 Query & reporting 21 Online analytical processing 21 Data mining 21 Data visualization 22 ACRM Vendors 23 E.piphany 23 Microsoft 24 Oracle 24 SAS 25 Siebel 26 Analytical CRM in Healthcare 27 The pharmaceutical industry’s CRM objectives 27 Implementation rates in the pharmaceutical industry 28 Key barriers to implementation 30 Customer data management and cross-functional integration 32 CRM and the physician 34 CRM and the patient 35 Case study: Roche uses analytics in leveraging the potential of CRM 36 THE FUTURE DECODED 39 Access for smaller companies 39 Real-time analytics 40 APPENDIX 41 List of figures 41 Research methodology 41 How to contact experts in your industry 43 |
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