Implementing CRM / SFE for a Medical Device Company

Business Context

A Medical Device company wanted us to implement a CRM/SFE solution.

Company

Our client is one of the largest medical device companies in the country, with a leadership position in many products. They were keen on using a CRM application that takes into account the CRM needs for a medical devices company. Our solution fitted their needs best.

Challenges

There were several challenges that needed to be handled when compared to implementing for Pharma companies:

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  Segmentation: The Medical devices industry is segmented into consumables, drug delivery assistance devices, implants, and equipment. Before implementing the solution, we needed to understand which category the company belonged to in order to do the necessary configuration and customization.

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  Hospital/Account Centric: We needed to ensure that the solution focused on relationships with hospitals, and not just doctors, as is often the case with pharma implementations.

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  Customization: Though we have a solution with functionalities to handle medical device company requirements, there were still many new aspects that needed to be covered.

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  Data Migration: Getting the data in the required template was a challenge, as it is in all implementations.

Each of the above had to be handled by our team with great support from the client for a successful roll-out.

Our Solution

The methodology that we adopted to mitigate the challenges were:

Segmentation

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  We have now worked with multiple device companies belonging to the different segments:

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    Consumables: Similar to pharma in many respects, with additional focus on accounts. We have configurable settings to enable handling of focus on account management.

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    Equipment: We have an entire module that starts from the lead process to the final culmination of success or failure in getting the order.

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    Drug Delivery Assistance Devices: Heavy focus on hospitals and administrators. The required functionality is available in our medical devices version.

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    Implants: Equal focus on doctors and hospitals, as both are drivers to help get the order.

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  With these functionalities, we were able to configure the solution according to the client's requirements.

Hospital/Account Centric

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  Every aspect of our solution had to focus firmly on accounts/hospitals:

  • -Hospital Profiling
  • -Hospital Master
  • -Visit target for hospitals based on classification
  • -Different types of Health Care Professionals (HCPs) to be tracked, including administrators, nurses, and other influencers apart from the doctors.
  • -Hospital coverage
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  All of this was implemented with additional modifications where needed.

Customization

Since our client was implementing a CRM solution for the first time, they also came up with some new needs during discussions. Our CRM for the devices industry is customizable, so we could handle these needs. For example, the client wanted comprehensive handling of the Sales Funnel.

Data Migration

• -Getting the right data in the right template meant the following process:
  • -The template had to be explained clearly with a set of written instructions.
  • -Mandatory data for the system was not available. The template was shared at the beginning so the data could be collected from field users.
  • -Since the dependency was on the field users, constant follow-up from our end and by the project owners from the client was required.
• -An ETL process was implemented to get the data into the database.
• -The application was tested with the data for proper functioning.

Benefits from our Solution

• -Faster and successful implementation meant that the benefits from the new CRM came in quicker.
• -The solution provided was geared towards device company needs and was not just a pharma version implemented as-is.
• -Customization was kept to manageable levels, which helped in sticking to the timelines and reducing errors. Our flexible approach to customization meant that the company got all the needed functionalities.
• -The solution helped in better planning and execution of field activity.
• -Greater focus on accounts meant better business focus.
• -As a result of this implementation, productivity improved significantly.