From our experience of being in the Pharma CRM domain for the last 8-9 years, it has made us realize that a specialty driven team/company works differently than a non specialty team/company. Before we jump to the intricacies of how a Pharma CRM solution, for both specialty and non specialty should be different, lets start by first highlighting the differences on how both these type of teams/companies work.
| Specialty Team | Non Specialty Team |
|---|---|
| Product knowledge is more complex and requires in-depth training. The sales team also requires re-training from time to time on anything new relating to the product. | Minimal training is enough to gain product knowledge. |
| More detailed doctor interaction on the usage of the brand, the side effects, the dosages, etc. | The doctors know all the qualities of the product, and the visit is usually a brand reminder call. |
| High entry and exit barrier – Takes more time and investment to convert the customer. Once done, it will take a lot of effort for competitors to win him/her over. | Low entry and exit barrier – Easier to persuade the doctor to convert to the respective brand. Equally easy to lose the customer to competition. |
| Medical team involvement – The complexity of the brand means the queries of the doctor will also be evolved and will need help from the medical team. | No medical team involvement – The doctor knows everything needed; very little help from the medical team is required. |
| The complexity means promotional input needs to be very informative and in some cases will be more similar to a demo tool. | Simple and straightforward promotional inputs. |