crm-case study presentation-pahrma - group 3
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8/8/2019 CRM-Case Study Presentation-PAHRMA - Group 3
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A Case Study on CRM
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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%.
The Case
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Pharmaceutical industry recognizes
and not product
patent.
Making it a 30,000 brands in thecountry.
Using quality platform as differentiator
is not possible.
Hence there are more than 50 brands
for every generic molecule.
The Generic Market !
Process patent
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Same Molecule Different Brand
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Doctor Population
Doctors strength recognised with IMA :500,000.
Majority are General Practitioners { 60 65 %}
Specialists are around 30 35 %
Remaining are Super Specialists.
Even the largest of the pharma corps cannot meet more than 25% of the
doctors
The Doctors Population !
GP's
Specialists
Super Specialists
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IDIC Model Don Peppers and Martha
Identification
Differentiation
Interaction
Customization
CRM - IDIC Model
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Identification of Customers (doctors)
MRs maintains list of Doctors of his area MSL, MVL, etc.
Name, address, telephone nos., specialty, qualification, visittimings
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, Updating andDeleting
Identification
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Very subjective as is based on perception of
MR
Core
Important
Others
Differentiation
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Build Rapport
MRs use the Data base & Updates
Doctors Hobbies & Likes / Dislikes
Family details Birthdates / Anniversary /No. of Children
Two Level Interactions
Personal level Via MRs
Corporate level Structured questionnairemailed to doctors
Interaction
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Datas include:
PERSONAL INFORMATION: Date ofbirth, marriage anniversary, details ofchildren, qualification, experience
HOBBIES & INTERESTS: Activitiesduring spare time, TV channels watched,general interest magazines read, favoritevacation destinations
PROFESSIONAL INTERESTS: Type ofmedical journals read, professionalmembership association, attendance atconferences
Interaction
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Effective use of the available data
Greeting Doctors on Birthdays, Marriage Anniversary Cards, Phone Calls, Cake, Bouquets, Dinner with Spouse,
Gifts based on the interest and hobbies
MR the Man of the Moment Feeding with data and training on how to use it
Information received on every interaction should be fed back.
Customization
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Loyalty programme would ideally be identifying accounts,
rewarding
encouraging to increase their spend
In Pharma industry, the customer (doctor) is not the consumer(patient)
Programme can be based on classification of doctors i.e. core,important, others
Continuous monitoring - Downgrading, reducing privilege
Loyalty Programme
Ethical issues involved in rewarding the doctors in return of
prescriptions
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Brand awareness mailers, new launches,contests etc can be conducted by mail
The advantages are:
Cost effective Large audience at lowercosts
Targeted & specific to right audience,specialization, geographic location
Measurable
Direct Marketing
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For chronic therapies like hypertension, AIDS etc call centers are
used where:
Doctors can know about a certain molecule, drug profile etc
Patients can seek counseling especially in case oftabooed subjects
Retailers can get updated pricing details, 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 multi-
lingual ability
Call Center
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Analyzing the returns on conducting theCRM
Studying prescription
Between doctors
Exposed to CRM
Control sample met by field force but not exposedto CRM activities
Before and After exposure to programme
Professional market research agencies like C-Mark
Measurement System
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Private Hospital
Research through field force,chemist survey and personalinformation system to understandthe spread of doctors - specialty
wise
Understanding the prescriptionhabit i.e. which brand is preferredby these doctors
Identify the Doctors who areprescribing the molecules thatcompany offer.
Promote the brands to theseDoctors through MRs
Govt Hospital
In government hospitals, thereis bulk purchase of drugs by theIn-hospital chemist
To build rapport and relationwith them
Tendering for the required drug
Provide Special discounts
Implementing the CRM
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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
Cont !!
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M.R.s
Level ofconviction is generally low
Lack of seriousness in visiting regularly to doctors
Having datas about the doctors but not using them.
Corporate level
Questionnaire not in proper format
Inability to cater to the specialists and M.Ds to such seminars.
Implementing Issues !!
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QUALITATIVE
Taking feedback from theDoctors through field people
Questionnaire and medicalconferences will give a brief ideaabout the preferences
Check ORG & C- Marc data for increase in market value &number of prescriptions specialty
wise respectively
QUANTITATIVE
Keep track of increase in sales ofthe desired terrority
Check through stockiest thesupplies made to theseinstitutions and nearby chemists
Increase in specific productperformance in Mumbai
By checking the sales data territory wise/ stockiest wise
Track increase in number of prescriptions & brand loyalty
Effectiveness of CRM !!
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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
Training of MRs
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Category
Core DoctorsPotential
Doctors
Non Core
Doctors
Categorizing Doctors
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Core Doctors
With business of Rs. 2 L PM & above per month
Potential Doctors
With business of Rs. 50, 000 to Rs. 2 L PM
Non Core Doctors
With business less than Rs. 50, 000 PM
Categorizing Doctors
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