Established in 1996, Paladin Labs is aspecialty pharmaceutical company based inMontreal, Canada, that acquires and licensesnew products from partneringpharmaceutical companies and promotesthem under its own brand.To maintain its leadership position, Paladincontinuously changes its pharmaceuticalproduct lines. The company must update itsCustomer Relationship Management (CRM)database each time a product is introducedto ensure its salesforce has access to the newinformation. According to James Anderson,Manager, Sales and Marketing Data, PaladinLabs, with the company preparing for furthergrowth, it sought to develop a more flexibleCRM system that would grow and changewith the business.“The company is in a state of perpetualchange, whether it’s signing new partners orobtaining new products to promote, soproviding people with information that’scurrent is critical,” says Anderson. “However,updating the CRM system with theinformation our salespeople need becamevery frustrating and time consuming.”The aging CRM software was unable to meet the demands being placed on it and difficult to customize, forcing staff to work withpredefined menus that were not always a fit for the business. If Data Management staff wanted to change a description in a drop‐down menu, it would take at least one monthto have that change made by the vendor, andat a substantial cost for each change.Given these challenges and the large volumesof data entering the CRM system, PaladinLabs needed a more scalable solution.Timing was another factor; the companyneeded a solution that could be implementedin time for a major sales conference.
After much time deliberating and testingvarious solutions, and with the conferencejust three months away, Paladin Labs optedfor Microsoft Dynamics CRM.Not only was Paladin Labs experiencingtremendous growth, but from an industryperspective, pharmaceutical companies areunique in their technology needs. PaladinLabs needed a CRM solution that wasextremely flexible, easy to use and cost‐effective.Microsoft Dynamics CRM provides seamlessintegration with products in the Microsoft Office system, including Office Outlook®messaging and collaboration client and OfficeExcel® spreadsheet software. This helpedreduce learning and data‐entry times,allowing the company to implement thesolution well within the three monthtimeline.The fully integrated system also gives thecompany the capability to easily create andmaintain a clear view of customers from first contact through purchase and post‐sales.Staff is now able to customize and changefunctionality completely in‐house, on aninternal server, and with the flexibility totailor it to their specific needs in real‐time.“We’ve eliminated a lot of previousfrustration because we now have the powerto make changes in the system when usersneed them. Users love the ability to makechanges on the fly,” says Anderson. “We canbuild customized views or menus anddifferent scenarios on our own as soon as achange occurs. This has proved invaluable tothe business.”