A Case Study on CRM

The Case TITLE
‡ Indian Pharmaceutical Market (IPM) is worth ` 1,40,000 million {currently it is approx ` 45,000 Cores} IPM growing at 10% { Currently estimated at about 20.4%} There are around 16000 players in the IPM Building relationships with doctors for effective marketing. Market lead by Glaxo with 5.8% share. Combined market share of top 5 companies not beyond 20%.

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The Generic Market ! ‡ Pharmaceutical industry recognizes ³Process patent´ and not product patent. . ‡ Using quality platform as differentiator is not possible. ‡ Making it a 30.000 brands in the country. ‡ Hence there are more than 50 brands for every generic molecule.

Same Molecule « Different Brand .

TheDoctor Population ! Doctor¶s Population ‡ ‡ ‡ ‡ ‡ Doctors strength recognised with IMA :500. Even the largest of the pharma corps cannot meet more than 25% of the doctors GP's Specialists Super Specialists .000. Majority are µGeneral Practitioners¶ { 60 ± 65 %} Specialists are around 30 ± 35 % Remaining are Super ± Specialists.

Promotions ‡ ‡ ‡ No Advertising in lay press Promotion is directed solely to qualified doctors Means of promotion ± Medical Representatives ± Direct mail ± Journal Advertising ± Conferences .

CRM .IDIC Model IDIC Model ± Don Peppers and Martha ‡ Identification ‡ Differentiation ‡ Interaction ‡ Customization .

MVL. ± Name. Updating and Deleting . specialty. telephone nos.Identification ‡ Identification of Customers (doctors) ‡ MRs maintains list of Doctors of his area ± MSL. etc. qualification. address.. visit timings ‡ Integration of this data to a central database ‡ Adding to this data by collecting from other sources like ± IMA and Individual Associations ± List of Conference Participants ± Doctor Referral ‡ Ongoing process: Continuous Addition.

Differentiation ‡ Very subjective as is based on perception of MR Core Important Others .

Interaction Build Rapport ± MRs use the Data base & Updates ‡ Doctor¶s Hobbies & Likes / Dislikes ‡ Family details ± Birthdates / Anniversary / No. of Children ± Two Level Interactions ‡ Personal level ± Via MRs ‡ Corporate level ± Structured questionnaire mailed to doctors .

attendance at conferences .Interaction Data¶s include: ± PERSONAL INFORMATION: Date of birth. marriage anniversary. details of children. professional membership association. general interest magazines read. favorite vacation destinations ± PROFESSIONAL INTERESTS: Type of medical journals read. experience ± HOBBIES & INTERESTS: Activities during spare time. TV channels watched. qualification.

Phone Calls. Cake.Customization ‡ Effective use of the available data ‡ Greeting Doctors on Birthdays. Dinner with Spouse. Bouquets. . ‡ Gifts based on the interest and hobbies ‡ MR the ³Man of the Moment´ ± Feeding with data and training on how to use it ‡ Information received on every interaction should be fed back. Marriage Anniversary ± Cards.

reducing privilege .Downgrading.Loyalty Programme ‡ Loyalty programme would ideally be ± identifying accounts. important. others Continuous monitoring .e. core. the customer (doctor) is not the consumer (patient) return of ‡ Ethical issues involved in rewarding the doctors in prescriptions ‡ ‡ Programme can be based on classification of doctors i. ± rewarding ± encouraging to increase their spend ‡ In Pharma industry.

Direct Marketing ‡ Brand awareness mailers. new launches. contests etc can be conducted by mail ‡ The advantages are: ± Cost effective ± Large audience at lower costs ± Targeted & specific to right audience. geographic location ± Measurable . specialization.

product availability etc Limitations ‡ Queries from doctors to be answered by qualified physician within a set time limit ‡ Callers would speak different languages which will require multilingual ability .Call Center ‡ For chronic therapies like hypertension. drug profile etc ± Patients can seek counseling especially in case of tabooed subjects ± Retailers can get updated pricing details. AIDS etc call centers are used where: ± Doctors can know about a certain molecule.

Measurement System ‡ Analyzing the returns on conducting the CRM ‡ Studying prescription ± Between doctors ‡ Exposed to CRM ‡ Control sample met by field force but not exposed to CRM activities ± Before and After exposure to programme ‡ Professional market research agencies like CMark .

Analyzing the case .

e.specialty wise ± Understanding the prescription habit i. ± Promote the brands to these Doctors through MRs Govt Hospital ± In government hospitals.Implementing the CRM Private Hospital ± Research through field force. there is bulk purchase of drugs by the In-hospital chemist ± To build rapport and relation with them ± Tendering for the required drug ± Provide Special discounts . which brand is preferred by these doctors ± Identify the Doctors who are prescribing the molecules that company offer. chemist survey and personal information system to understand the spread of doctors .

Cont «!! Private Hospital ± To give these core group Doctors special gifts / Conference participation ± The Sales Manager to pitch in to grow the bond stronger ± To Send greetings. cake & flowers on special occasions ± Equally important to build rapport with the chemists Govt Hospital ± MRs to meet the Interns / RMOs / House-man ± Arrange Medical conferences .

s ± Level of conviction is generally low ± Lack of seriousness in visiting regularly to doctors ± Having data¶s about the doctors but not using them. .R.Implementing Issues !! ‡ M. ‡ Corporate level ± Questionnaire not in proper format ± Inability to cater to the specialists and M.D¶s to such seminars.

Marc data for increase in market value & number of prescriptions specialty wise respectively QUANTITATIVE ± Keep track of increase in sales of the desired terrority ± Check through stockiest the supplies made to these institutions and nearby chemists ± Increase in specific product performance in Mumbai ± By checking the sales data ± territory wise/ stockiest wise ± Track increase in number of prescriptions & brand loyalty .Effectiveness of CRM !! QUALITATIVE ± Taking feedback from the Doctors through field people ± Questionnaire and medical conferences will give a brief idea about the preferences ± Check ORG & C.

Training of MRs ± Provide overall product knowledge in terms of medical and marketing ± Discuss the strategies ± What products to be discussed with which specialty of Doctors ± How to built rapport with Drs / Chemists / Stockists .

Categorizing µDoctors¶ Category Core Doctors Potential Doctors Non Core Doctors .

000 to Rs. 50. 50. 000 PM . 2 L PM & above per month ± Potential Doctors ‡ With business of Rs. 2 L PM ± Non ± Core Doctors ‡ With business less than Rs.Categorizing µDoctors¶ ± Core Doctors ‡ With business of Rs.

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