Operational CRM: Leveraging oCRM Technologies in the Pharmaceutical Industry:

Operational CRM: Leveraging oCRM Technologies in the Pharmaceutical Industry

Product Type: Market Research Report
Published by: Datamonitor
Published: August 2004
Product Code: R313-6955

Description

Introduction
Operational CRM (oCRM) describes the technology strategy of managing and interacting with customers across channels, through client-facing applications and integrated channel management. oCRM applications are technologies that enable sales force, marketing and customer care automation. Pharmaceutical companies should implement oCRM applications that improve front-office operations and analysis.

Scope
Examines the Operational CRM process, its benefits to pharmaceutical companies and the factors driving its current use by the pharmaceutical industry
Assesses the role of Operational CRM in the enterprise application structure
Evaluates returns from CRM investments through case study examples of pharmaceutical industry implementation
Explores future technology trends in CRM and the opportunity for pharmaceutical companies to exploit these developments
Highlights
Pharmaceutical companies should implement Operational CRM applications that provide significant enabling capabilities to improve front-office operations and analysis. Key CRM business applications include: sales targeting, campaign management, online branding and call centers.

Pharmaceutical companies should utilize Operational CRM technologies to more effectively influence seniors through online marketing strategies. Recommended online features center around the provision of personalization options and include registration features, newsletter sign-ups and message boards.

Reasons to Purchase
Understand the current and prospective opportunities to use Operational CRM technologies in optimizing front-office operations and analysis
Learn about the dynamics of the Operational CRM market and the oCRM software provider marketplace
Develop strategies taking advantage of future technology applications to gain greater returns from CRM

Table of Contents

TABLE OF CONTENTS

ACTION POINTS 4

Scope of the report 4

Two key things you need to know about Operational CRM 4

Pharmaceutical companies should implement Operational CRM applications that provide significant enabling capabilities to improve front-office operations and analysis. Key CRM business applications include: sales targeting, campaign management, online branding and call centers 4

Pharmaceutical companies should utilize Operational CRM technologies to more effectively influence seniors through online marketing strategies. Recommended online features center around the provision of personalization options and include registration features, newsletter sign-ups and message boards 4

OPERATIONAL CRM 4

Introduction 4

CRM in the pharmaceutical industry 4

CRM adoption in the pharmaceutical industry 4

Operational CRM technologies 4

The ongoing evolution in pharmaceutical CRM 4

Key CRM business applications 4

Measuring return on investment 4

Future trends and technologies 4

The current Operational CRM market 4

Overview of Operational CRM 4

Operational CRM technologies 4

Key Operational CRM technologies 4

Services 4

Product development 4

Integrating applications 4

Measuring return on investment 4

Calculating ROI in CRM 4

Pharmaceutical implementation of CRM applications 4

Bristol-Myers Squibb: E-Learning initiative 4

Bristol-Myers Squibb: Targeted implementation 4

Merck: Overcoming organizational resistance 4

Roche: Brand level CRM 4

Ventiv Health: When a PDA works 4

THE FUTURE DECODED 4

Integration of Analytical and Operational CRM 4

CRM access for smaller companies 4

Real-time analytics 4

Targeting seniors 4

Future technologies 4

Sales force automation in CRM 4

Real-time CRM 4

Increased bandwidth in CRM 4

Voice recognition technology in CRM 4

APPENDIX 4

List of figures 4

Methodology 4

Consumer Insight Survey 2004 4

How to contact experts in your industry 4

Ordering and More Information

Price and Delivery Options

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