制药产业中愈发重要的CRM（Technology Focus）

Abstract

Overview

Introduction

This report looks into which CRM technologies are going to develop and how vendors can help pharma companies meet their challenges through the successful implementation of CRM.

Scope

• Vendors need to help pharma companies create unified enterprise wide CRM solutions.
• Analytical CRM is going to continue to increase in importance for the pharma industry.
• M&A activity creates specific challenges for the integration of technology within pharma companies.

Report Highlights

Mobile devices and analytical CRM are going to continue to be of increasing importance. This report looks into how vendors can help ensure successful implementations take place.

Reasons to Purchase

• Learn which areas of CRM are going to continue to be of importance.
• Understand the technology challenges that need to be met to ensure CRM solutions are successful.
• Learn how vendors can remain strong with the CRM in pharma market.

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
• ANALYSIS
  • Creating a unified enterprise wide solution for the industry is crucial
    • Large CRM companies are likely to dominate
    • Systems Integrators will continue to increase in importance a implementations become more complex
    • Unified enterprise wide solutions are crucial to provide an improved ROI
    • As M&A activity takes place vendors need to ensure that CRM systems can be integrated
    • A clear front runner for the future of CRM in pharmaceutical companies is yet to emerge
  • Analytic CRM is going to increase in importance within the industry
    • Analytical CRM can help pharma companies to comply with regulations
  • Mobile solutions will enable unified communications for the industry
    • SFA still is, and will remain so, the most important aspect of CRM
    • Ease of use is crucial to ensure optimum use of mobile solutions
      • Training programs that can be completed remotely and easily
      • SFA applications need to meet the needs of the sales force to ensure they effectively use solutions
      • As the sales force is highly mobile solutions' functionality should reflect this
    • The increase in mobile solutions will present opportunities for different vendors
      • Multiple vendors being involved will mean partnerships continue to increase in importance
  • Solutions should be able to adapt to the specific needs of the pharmaceutical industry
    • The complexity of the influencers within pharmaceuticals creates challenges for CRM solutions
    • There are a number of complex characteristics for the pharma industry
    • The complexities of the pharma industry requires sophisticated CSA and MA
• ACTIONS
  • An understanding of the complex nature of the pharma industry is crucial
  • Unified solutions are crucial to help tie in the disparate parts of pharma companies
  • Vendors should market themselves on their ability to provide mobile solutions
  • APPENDIX
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Figures
    • Figure 1: Market size for software and services in CRM for EMEA, North America and Japan, 2006-2012
    • Figure 2: Comparison of niche and leading CRM vendors in the pharmaceutical industry
    • Figure 3: US Customer Analytics Market, 2006-2012
    • Figure 4: Analytical CRM sitting alongside the data can view the whole sales process
    • Figure 5: Global market share for CRM by type of application, 2007