Technology Makes CRM Possible


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Technology is a necessary enabler to allow pharmaceutical companies to implement effective customer-relationship management programs. In the future, CRM solutions that go beyond salesforce automation will provide valuable data for multiple stakeholders. Technology solutions that didn’t live up to their promises are now being replaced by solutions that have power.
The lifeblood of customer relationship management (CRM) is data. Many pharmaceutical companies are investing in CRM technology projects to capture and better analyze data related to their customers. At its most basic level, CRM is the application of technology to a series of established front-office processes, although it also has come to be applied to back-end processes.
But 44% of pharmaceutical CRM projects fail to meet implementation targets because of organizational rather than technical factors, according to a Datamonitor report. Pharmaceutical company executives interviewed by Datamonitor say the two biggest barriers to success are business process challenges, such as driving user uptake, and obtaining senior management buy in.
Datamonitor researchers say many pharmaceutical companies are focusing too much attention on current technologies and strategies without planning for the future. They say for the salesforce, pharma companies need to focus on bandwidth and speech recognition technologies…

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The Relationship Managers
Mauricio Barberi. VP, marketing and product management, C3i Inc., New York; C3i is devoted to helping life-sciences companies realize the potential of their investment in CRM through consulting, systems implementation, training, help-desk, hardware, and outsourced application management services. For more information, visit
Sam Barclay. VP, business development, StayinFront Inc., Fairfield, N.J.; StayinFront is a global provider of enterprisewide CRM applications, decision-support tools, and e-business systems. For more information, visit
David Blumberg. Health and life-sciences partner, Accenture, Philadelphia; Accenture is a management consulting and technology services company. For more information, visit
Sheli Gupta. VP and general manager, CRM effectiveness division, Dendrite International, Morristown, N.J.; Dendrite develops and delivers knowledge-based, technology-driven solutions that increase the productivity of sales, marketing, and clinical processes for pharmaceutical and other life-science clients. For more information, visit
Julie Hall. Practice director, customer relationship management, life-sciences practice, Unisys Corp., Blue Bell, Pa.; Unisys is a worldwide information technology services and solutions company. For more information, visit
Mark Hastings. Senior manager, sales information, Solvay Pharmaceuticals Inc.,Marietta, Ga.; Solvay Pharmaceuticals is research-based pharmaceutical company, active in the therapeutic areas of cardiology, gastroenterology, mental health, and women’s health. For more information, visit
Robert James. VP, information technology, sales and marketing business systems, Novartis Pharmaceuticals Corp., East Hanover, N.J.; Novartis is a world leader in pharmaceuticals and consumer health. For more information, visit
Darlene Mann. CEO, Siperian Inc., San Mateo, Calif.; Siperian offers a comprehensive customer data integration solution. For more information, visit
Roddy Martin. VP, industry strategy research, AMR Research, Boston; AMR Research is a research advisory company focused on enterprise software applications and infrastructure. For more information, visit
Lubos Parobek. Senior product manager, iAnywhere Solutions Inc., Dublin, Calif.; iAnywhere, a subsidiary of Sybase Inc., is a leader in mobile databases and middleware. For more information, visit
Anurag Wadehra. VP, marketing, Siperian Inc., San Mateo, Calif.; Siperian offers a comprehensive customer data integration solution. For more information, visit
Thomas J. Welch. CEO, Welch Consulting Group Inc., Plymouth Meeting, Pa.; WCG provides strategic information management services. For more information, e-mail