Implementing Our CRM Solution For a Large Pharmaceutical Company in India

Business Context

A reputed Pharmaceutical company had a requirement to implement a CRM/SFE solution for their sales team. This case study covers the challenges that we addressed and the benefits accrued.

Challenges

There were a few challenges that the Pharma Company was facing, and the same had to be addressed through smooth and successful implementation of our CRM solution including E-Detailing, Events, and CME modules.

• -Required an easy-to-use solution
• -Complete solution with little or no customization
• -Required an offline Mobile Application – Users in remote areas were facing challenges in reporting their daily work reporting.
• -Travel and Expense reimbursements were taking long and there were often expensive errors.
• -Monitoring the KPIs on field activity was a problem, since the current solution did not have all the KPIs covered.
• -The company has a good budget for CMEs. Manual handling of CME led to a lack of control and often sub-optimal participation by doctors.

Each of the above had to be handled by our team with great support from the client for a successful rollout. Our product Kea and the relevant modules could solve these challenges.

Our Solution

The methodology that we adopted to mitigate the challenges were:

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  Ease to use solution

  • -Most entries are selection-based and less of manual entry in our application.
  • -The system auto-generates the repetitive data, which saves user time during reporting.
  • -One Click – optimized analytics, the user can get analytics with just one click.
  • -A simple-to-use mobile application was provided that also addresses CLM/E-Detailing.
• -

  Complete solution with little or no customization

  • -To implement the solution, we had to just do minor customization as all required pharma SFE features were available in the solution.
• -

  Mobile Application

  • -The offline mobile application was part of our Product Suite.
• -

  Quick TAT (Turn Around Time) for implementation

  • -The solution was delivered within the target time. The process of implementation included minimal customization, master data migration, and training the trainer and end users.
  • -We made sure that there was hypercare in the warranty period. The company has a salesforce of over 600. We provided easy-to-use manuals as well and trained the trainers.

Main Modules Implemented

• -Master Data
• -Field Activity
• -E-Detailing
• -CME/Events
• -Travel and Expenses
• -Reports and Analytics

Benefits from our Solution

• -Customization kept to manageable levels, which helped in keeping to the timelines. Our flexible approach to customization meant that the company got all the needed functionalities.
• -The solution helped better planning and execution of field activity.
• -Because of this implementation, productivity improved significantly.
• -Accurate and automated expense computation.
• -Quick analytics using all the data that flows into the solution.
• -The company is yet to deploy CLM fully—sees great potential in better customer engagement through CLM/E-Detailing.

Note: The client is discussing deployment of more modules such as Retail Prescription Audit and Sales MIS, which is a part of our suite. This will enable marketing ROI calculations going forward.