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Pharmaceutical Customer Relationship Management: Developing and Improving CRM
Cutting Edge Information, April 2007, Pages: 275
Executive Summary 15
Methodology and Definitions 20
Profiled Companies 21
Maximizing Key Relationships Through CRM: Five Principles for Success 22
CRM Structure And Resources 29
Structure 31
Coordination & Communication 38
Resource Allocation 41
CRM’s Role in Marketing Plans 55
Senior Management Buy-In 56
Outsourcing CRM Activities 57
CRM Databases: A Trend toward Centralization 62
CRM Strategies and Tactics 67
CRM Development 73
Measuring CRM ROI 77
Gauging Customer Lifetime Value 81
Identifying Key Guidelines to Follow 84
Establishing CRM Programs 85
? Cutting Edge Information
PHARMACEUTICAL CUSTOMER RELATIONSHIP MANAGEMENT
CRM Challenges and Opportunities 89
CRM Challenges 91
Improvement Opportunities 95
Tailoring CRM Messages 97
Determining the Media Mix 101
CRM Innovations 105
CRM Program Profiles 107
CRM Program 1 108
CRM Program 2 123
CRM Program 3 136
CRM Program 4 149
CRM Program 5 162
CRM Program 6 175
CRM Program 7 187
CRM Program 8 200
CRM Program 9 214
CRM Program 10 226
CRM Program 11 240
CRM Program 12 252
CRM Program 13 264
CHARTS & GRAPHicCS
Executive Summary
Figure E.1: Average Cost to Attain a New Patient vs. Cost to Retain an Existing Patient 16
Figure E.2: Average CRM Iinvestments 25
Figure E.3: Applications of CRM Programs 27
CRM Structure And Resources
Figure 1.1: Management Structure of CRM 31
Structure
Figure 1.2: Level of CRM Operation 32
Figure 1.3: Stand-Alone CRM Iinitiatives: Level of Management 33
Figure 1.4: Function Spearheading CRM Iinitiative 34
Coordination & Communication
Figure 1.5: Functions Iinvolved in CRM 39
Resource Allocation
Figure 1.6: CRM Brand-Level Iinvestments 42
Figure 1.7: CRM Therapeutic Area-Level 43
Figure 1.8: CRM Corporate-Level 43
Figure 1.9: Average CRM Iinvestments 44
Figure 1.10: Budget Breakdown by Target Audience 45
Figure 1.11: Contributions to CRM Funding 46
Figure 1.12: Brand-Level Headcounts for Development, Iimplementation and 47
Maintenance Stages
Figure 1.13: Therapeutic Area-Level Headcounts for Development, Iimplementation 47
and Maintenance Stages
Figure 1.14: Corporate-Level Headcounts for Development, Iimplementation 48
and Maintenance Stages
Figure 1.15: Brand-Level: Iinitial CRM Iinvestments vs. Annual CRM 49
Figure 1.16: Therapeutic Area-Level: CRM vs. Annual CRM 50
Figure 1.17: Corporate-Level: CRM vs. Annual CRM 50
Figure 1.18: Average CRM vs. Annual CRM 51
Figure 1.19 Brand-Level: Annual CRM vs. Desired Annual 52
Figure 1.20: Therapeutic Area-Level: Annual CRM Iinvestments vs. Desired Annual 53
Investments
Figure 1.21: Corporate-Level: Annual CRM vs. Desired Annual 53
Senior Management Buy-In
Figure 1.22: Percentage of Iimplementation Iinvestments Outsourced 57
Outsourcing CRM Activities
Figure 1.23: Percentage of Maintenance Outsourced 58
Figure 1.24: Outsourced Activities 59
Figure 1.25: CRM Database Iintegration 62
CRM Databases: A Trend toward Centralization
Figure 1.26: Technology Iinvestments as a Percentage of Total CRM 63
CRM Strategies and Tactics
Figure 2.1: Relevancy of CRM Objectives 69
Figure 2.2: Applications of CRM Programs 72
Figure 2.3: Time to Develop and Iimplement CRM Program 73
CRM Development
Figure 2.4: Phase New Drugs are Iintegrated into CRM Program 74
Figure 2.5: Pilot Programs for CRM 75
Figure 2.6: CRM Program Measurement 77
Measuring CRM ROI
Figure 2.7: CRM Program Results 79
Figure 2.8: CRM Program Ratings 80
Figure 2.9: Measuring Customer Lifetime Value 81
Gauging Customer Lifetime Value
Figure 2.10: Average Cost to Attain a New Patient vs. Cost to Retain an Existing Patient 82
Establishing CRM Programs
Figure 2.11: Average Iinitiative Development Iinvestments as a Percentage of Total 86
CRM Budget
CRM Challenges and Opportunities
Figure 3.1: Companies’ Current CRM Stages 90
CRM Challenges
Figure 3.2: CRM Challenges 94
Improvement Opportunities
Figure 3.3: Target Audiences of CRM Iinitiatives 97
Determining the Media Mix
Figure 3.4: Media Channels Utilized in CRM Programs 102
Figure 3.5: Average Online Marketing Iinvestments as a Percentage of Total 104
Marketing
CRM Program Profiles
CRM Program 1
Figure P1.1: CRM Program 1 Background 108
Figure P1.2: CRM Program 1 Overview 109
Figure P1.3: CRM Program 1 Timeframe 110
Figure P1.4: CRM Program 1 Database & Iintegration 111
Figure P1.5: CRM Program 1 Structure 112
Figure P1.6: CRM Program 1 Management 113
Figure P1.7: CRM Program 1 Iinvestments 115
Figure P1.8: CRM Program 1 Continued 116
Figure P1.9: CRM Program 1 Iin-House Headcounts 117
Figure P1.10: CRM Program 1 Applications & Objectives 119
Figure P1.11: CRM Program 1 Media 120
Figure P1.12: CRM Program 1 Challenges 121
Figure P1.13: CRM Program 1 Status Report 122
CRM Program 2
Figure P2.1: CRM Program 2 Background 123
Figure P2.2: CRM Program 2 Overview 124
Figure P2.3: CRM Program 2 Timeframe 125
Figure P2.4: CRM Program 2 Database & Iintegration 125
Figure P2.5: CRM Program 2 Structure 126
Figure P2.6: CRM Program 2 Management 127
Figure P2.7: CRM Program 2 Iinvestments 129
Figure P2.8: CRM Program 2 Continued 130
Figure P2.9: CRM Program 2 Applications & Objectives 132
Figure P2.10: CRM Program 2 Media 133
Figure P2.11: CRM Program 2 Challenges 134
Figure P2.12: CRM Program 2 Status Report 135
CRM Program 3
Figure P3.1: CRM Program 3 Background 136
Figure P3.2: CRM Program 3 Overview 137
Figure P3.3: CRM Program 3 Timeframe 138
Figure P3.4: CRM Program 3 Database & Iintegration 138
Figure P3.5: CRM Program 3 Structure 139
Figure P3.6: CRM Program 3 Management 140
Figure P3.7: CRM Program 3 Iinvestments 142
Figure P3.8: CRM Program 3 Continued 143
Figure P3.9: CRM Program 3 Iin-House Headcounts 144
Figure P3.10: CRM Program 3 Applications & Objectives 145
Figure P3.11: CRM Program 3 Media 146
Figure P3.12: CRM Program 3 Challenges 147
Figure P3.13: CRM Program 3 Status Report 148
CRM Program 4
Figure P4.1: CRM Program 4 Background 149
Figure P4.2: CRM Program 4 Overview 150
Figure P4.3: CRM Program 4 Timeframe 150
Figure P4.4: CRM Program 4 Database & Iintegration 151
Figure P4.5: CRM Program 4 Structure 152
Figure P4.6: CRM Program 4 Management 153
Figure P4.7: CRM Program 4 Iinvestments 155
Figure P4.8: CRM Program 4 Continued 156
Figure P4.9: CRM Program 4 Iin-House Headcounts 157
Figure P4.10: CRM Program 4 Applications & Objectives 158
Figure P4.11: CRM Program 4 Media 159
Figure P4.12: CRM Program 4 Challenges 160
Figure P4.13: CRM Program 4 Status Report 161
CRM Program 5
Figure P5.1: CRM Program 5 Background 162
Figure P5.2: CRM Program 5 Overview 163
Figure P5.3: CRM Program 5 Timeframe 164
Figure P5.4: CRM Program 5 Database & Iintegration 164
Figure P5.5: CRM Program 5 Structure 165
Figure P5.6: CRM Program 5 Management 166
Figure P5.7: CRM Program 5 Iinvestments 168
Figure P5.8: CRM Program 5 Continued 169
Figure P5.9: CRM Program 5 Applications & Objectives 171
Figure P5.10: CRM Program 5 Media 172
Figure P5.11: CRM Program 5 Challenges 173
Figure P5.12: CRM Program 5 Status Report 174
CRM Program 6
Figure P6.1: CRM Program 6 Background 175
Figure P6.2: CRM Program 6 Overview 176
Figure P6.3: CRM Program 6 Timeframe 177
Figure P6.4: CRM Program 6 Database & Iintegration 177
Figure P6.5: CRM Program 6 Structure 178
Figure P6.6: CRM Program 6 Management 179
Figure P6.7: CRM Program 6 Iinvestments 180
Figure P6.8: CRM Program 6 Continued 181
Figure P6.9: CRM Program 6 Iin-House Headcounts 182
Figure P6.10: CRM Program 6 Applications & Objectives 183
Figure P6.11: CRM Program 6 Media 184
Figure P6.12: CRM Program 6 Challenges 185
Figure P6.13: CRM Program 6 Status Report 186
CRM Program 7
Figure P7.1: CRM Program 7 Background 187
Figure P7.2: CRM Program 7 Overview 188
Figure P7.3: CRM Program 7 Timeframe 189
Figure P7.4: CRM Program 7 Database & Iintegration 189
Figure P7.5: CRM Program 7 Structure 190
Figure P7.6: CRM Program 7 Management 191
Figure P7.7: CRM Program 7 Iinvestments 193
Figure P7.8: CRM Program 7 Iinvestments Continued 194
Figure P7.9: CRM Program 7 Iin-House Headcounts 195
Figure P7.10: CRM Program 7 Applications & Objectives 196
Figure P7.11: CRM Program 7 Media 197
Figure P7.12: CRM Program 7 Challenges 198
Figure P7.13: CRM Program 7 Status Report 199
CRM Program 8
Figure P8.1: CRM Program 8 Background 200
Figure P8.2: CRM Program 8 Overview 201
Figure P8.3: CRM Program 8 Timeframe 202
Figure P8.4: CRM Program 8 Database & Iintegration 202
Figure P8.5: CRM Program 8 Structure 203
Figure P8.6: CRM Program 8 Management 204
Figure P8.7: CRM Program 8 Iinvestments 206
Figure P8.8: CRM Program 8 Continued 207
Figure P8.9: CRM Program 8 Iin-House Headcounts 208
Figure P8.10: CRM Program 8 Applications & Objectives 210
Figure P8.11: CRM Program 8 Media 211
Figure P8.12: CRM Program 8 Challenges 212
Figure P8.13: CRM Program 8 Status Report 213
CRM Program 9
Figure P9.1: CRM Program 9 Background 214
Figure P9.2: CRM Program 9 Overview 215
Figure P9.3: CRM Program 9 Timeframe 215
Figure P9.4: CRM Program 9 Database & Iintegration 216
Figure P9.5: CRM Program 9 Structure 217
Figure P9.6: CRM Program 9 Management 218
Figure P9.7: CRM Program 9 Iinvestments 219
Figure P9.8: CRM Program 9 Continued 220
Figure P9.9: CRM Program 9 Iin-House Headcounts 221
Figure P9.10: CRM Program 9 Applications & Objectives 222
Figure P9.11: CRM Program 9 Media 223
Figure P9.12: CRM Program 9 Challenges 224
Figure P9.13: CRM Program 9 Status Report 225
CRM Program 10
Figure P10.1: CRM Program 10 Background 226
Figure P10.2: CRM Program 10 Overview 227
Figure P10.3: CRM Program 10 Timeframe 227
Figure P10.4: CRM Program 10 Database & Iintegration 228
Figure P10.5: CRM Program 10 Structure 229
Figure P10.6: CRM Program 10 Management 230
Figure P10.7: CRM Program 10 Iinvestments 232
Figure P10.8: CRM Program 10 Continued 233
Figure P10.9: CRM Program 10 Iin-House Headcounts 234
Figure P10.10: CRM Program 10 Applications & Objectives 236
Figure P10.11: CRM Program 10 Media 237
Figure P10.12: CRM Program 10 Challenges 238
Figure P10.13: CRM Program 10 Status Report 239
CRM Program 11
Figure P11.1: CRM Program 11 Background 240
Figure P11.2: CRM Program 11 Overview 241
Figure P11.3: CRM Program 11 Timeframe 241
Figure P11.4: CRM Program 11 Database & Iintegration 242
Figure P11.5: CRM Program 11 Structure 243
Figure P11.6: CRM Program 11 Management 244
Figure P11.7: CRM Program 11 Iinvestments 245
Figure P11.8: CRM Program 11 Continued 246
Figure P11.9: CRM Program 11 Iin-House Headcounts 247
Figure P11.10: CRM Program 11 Applications & Objectives 248
Figure P11.11: CRM Program 11 Media 249
Figure P11.12: CRM Program 11 Challenges 250
Figure P11.13: CRM Program 11 Status Report 251
CRM Program 12
Figure P12.1: CRM Program 12 Background 252
Figure P12.2: CRM Program 12 Overview 253
Figure P12.3: CRM Program 12 Timeframe 254
Figure P12.4: CRM Program 12 Database & Iintegration 254
Figure P12.5: CRM Program 12 Structure 255
Figure P12.6: CRM Program 12 Management 256
Figure P12.7: CRM Program 12 Iinvestments 258
Figure P12.8: CRM Program 12 Continued 259
Figure P12.9: CRM Program 12 Iin-House Headcounts 260
Figure P12.10: CRM Program 12 Applications & Objectives 261
Figure P12.11: CRM Program 12 Media 262
Figure P12.12: CRM Program 12 Challenges 263
Figure P12.13: CRM Program 12 Status Report 263
CRM Program 13
Figure P13.1: CRM Program 13 Background 264
Figure P13.2: CRM Program 13 Overview 265
Figure P13.3: CRM Program 13 Timeframe 266
Figure P13.4: CRM Program 13 Database & Iintegration 267
Figure P13.5: CRM Program 13 Structure 268
Figure P13.6: CRM Program 13 Management 269
Figure P13.7: CRM Program 13 Iinvestments 271
Figure P13.8: CRM Program 13 Continued 272
Figure P13.9: CRM Program 13 Iin-House Headcounts 273
Figure P13.10: CRM Program 13 Applications & Objectives 274
Figure P13.11: CRM Program 13 Media 275
Figure P13.12: CRM Program 13 Challenges 276
Figure P13.13: CRM Program 13 Status Report 277
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