CRM designed for SME Pharma

Case Study

The Situation

A small Pharma field-force team needed a new Customer Relationship Management (CRM) system to manage the outbound activities for their 55-person salesforce. Existing systems and processes couldn’t keep pace with the changing market conditions or provide the level of monitoring that management required. With constantly changing targets and a limited budget, the company required a system that could meet the expectations of both management and reps and could be implemented rapidly. The system also needed to be available on all platforms, anywhere, and require minimal IT support.

The requirements were simple but challenging: A vendor had to be found that fit their per-user price profile, had a modern cloud-based CRM system that was already established in the industry for enterprise and SMB companies, and who could be trusted to set up a dedicated and secure CRM system in a short period of time. This set up needed to include loading all relevant HCP data from the address pool and training all the employees. All of this had to happen within six weeks of contract signing.

The company had previously been exposed to ysura’s Pharma CRM system and was already familiar with how intuitive and easy to learn it was. Furthermore, it met their price profile, and ysura had a starter-package on offer that fit the customer’s immediate requirements for a minimal system that included Activity Planning and tracking HCP visits. Implementing a new CRM system is usually a risky project – timelines can slip, technology issues can arise, and costs can overrun. They decided to at least minimize some of that risk by choosing a highly intuitive and usability-focused CRM system that was cloud-hosted and required minimal in-house IT involvement. However, they were yet to learn how fast ysura CRM was to set up and configure for their individual needs.

Risk management is critical in today’s rapidly changing sales environment, especially when it comes to the introduction of new toolsets. Effective long-term technology partnerships are built on trust, grow slowly and last for years. Rather than commit the customer to a complete feature set with functionality that may or may not be needed, ysura offered exactly what their business needed at that moment, and nothing more. This allowed the customer to grow their capabilities on their terms, and on their schedule, without the risk inherent with buying the full package up front. Built modularly, ysura adapts to a customer’s needs over time, opening up new features and capabilities as the need arises.

First Six Weeks

Simple, scalable solution with minimal support burden

The CRM system chosen needed to be as simple and easy to use as possible and not get in the way of the rep’s daily business. It also needed to be powerful enough for producing metrics and analyses for the management. The ability to record and report on visit frequencies, failed visit percentages, and topics presented was important to management for judging the efficacy of communication strategies. Support requirements had to be kept to an absolute minimum as the IT department was already overloaded and had no more capacity for new projects. Scalability was also a key factor. The CRM system needed to be able to expand functionality to fulfill any growth requirements as they arose, and do so without substantial IT support.

Activity planning was required to keep the reps focused on their own deliverables, so the ysura Activity Planning module and “Activity Tracker” were also included in this project. This allowed the reps to monitor their own progress against manager-defined goals.

Thanks to choosing ysura, within six weeks from the contract signature, the following deliverables were available for the company:

Fit-for-purpose visit-recording CRM system, loaded with targeting information, regional assignments, and logins for all the reps.

The HCP data set supplied by the address pool provider had been imported into the ysura CRM using its proprietary data importer (able to import IQVIA, Veeva and SalesForce data with ease).

A production environment available for reps to use in their day-to-day activities.

A training environment specifically for the training at the end of the six week organization and setup period.

A release environment where the managers and reps could test the newest unctionality as it was released every two months

Once the training was completed, the system was ready for reps to start visiting the HCPs.

CRM designed for SME Pharma Case Study

6 weeksfrom start to Go-Live

A focus on user-experience (UX) doesn’t just mean that users can get their job done faster and with less effort. It also means that training and support requirements are reduced. ysura crafted a project-specific training plan that focused on the customer’s workflow and strategies. The result: We trained the entire field sales team and all the regional managers in less than a day.

A key metric to measure the efficacy of training is the number of first-level support calls required in the first month after that training. At the end of the month, the support tickets were analyzed, and the customer discovered that only a minimal number of support requests had been made. This testified to the intuitive, easy nature of the system and the quality of the training.

1x

1st Level Support

Staff

CRM User

1000x

Phase One

After the project was underway, the customer decided that they wanted to increase the frequency of updates being made to the HCP data pool to a daily cadence. In addition, they wanted to begin daily monitoring and analysis of activity data. By building on the initial scope and increasing the system requirements, ysura equipped the customer with the tools to make better, faster decisions about their sales activities and strategy. Once again, ysura delivered against the increased scope on time and within budget.

Several other smaller service request projects followed, each building upon the trust earned by prior projects. Day-After-Visit exports, realignment of territories, building new reports, supplying one-time analyses, and much more was requested of ysura in the initial months after the project started. Slowly a strategy was unfolding – ysura enabled companies to not just record activities, but to slice, analyze and report on that activity in a way that allowed for post-implementation strategic fine-tuning. And, ysura Project Management’s proactive account management helped to identify areas for improvement, in a way that would benefit the customer’s business goals. ysura’s involvement doesn’t end after a project is complete. We base our success on the success and satisfaction of our clients, knowing full well that the most effective way to expand is to build on trust and to gain industry reputation.

Case Study

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CRM designed for SME Pharma

Phase Two: Multi-Channel

The pharma industry has been transitioning towards a multi-channel HCP engagement approach over the last decade. An analysis of visit success data revealed that the “reach” of our customers’ reps was insufficient since a large group of targeted HCPs, who had expressed an interest in receiving visits and informational emails, were not in practice able to be visited. This was due to either their organizations ‘locking out’ rep visits, or lack of availability from the HCPs themselves during the reps’ normal working hours. To address this, a new channel of engagement was necessary in this campaign, personalized emails.

The company had already defined their multichannel strategy and created templates to be sent and collected paper consents during previous visits. As trust had been established in the ysura CRM system, the customer decided to continue adding functionality to their ysura solution by licensing the Consent Management and Personalized Email modules.

Within two weeks of contract signing, the customer had a fully GDPR compliant personalized email solution, and the first emails started going out to HCPs. New consents were being collected daily and added into the system. Once again, the modular, need-based approach to growth showed its benefits. And another “trust point” was built between ysura and the pharmaceutical company.

Case StudyCRM designed for SME Pharma

What does the Future Hold?

Key to field sales success is proper targeting and segmentation. Having established themselves as more than just a technology partner, the company decided that ysura Consulting could help them with optimizing not only their targeting and segmentation, but also their analysis and monitoring of their field force efficiency. The customer asked us to analyze the sales activity data, and we determined that there was some unmet potential regarding consent collection and the targeted sending of personalized emails. For the most part, HCPs value the engagement of their pharma partners, and value the information that’s provided. However, on occasion, a rep can’t provide this information in a timely fashion, due to HCP availability and the lack of email consent from that HCP. Consent has a “value”, to both pharma and the HCP, and a consent-based campaign was proposed.

ysura’s own Media Module allows for quick and easy eDetailing during the process of recording an activity. Either by quick media selection or directly displaying media in the activity, most types of existing media can be displayed to the HCP from directly within the ysura CRM system. Non-personalized viewing metrics can also be collected to enhance the marketing department’s understanding of specific media efficacy. As the company is planning on replacing their existing eDetailing system with another product, it was proposed that the ysura Media Management Module be used as a replacement. eDetailing is completely integrated in ysura CRM and requires even less training than the rest of the system – therefore it is a natural fit for their needs.

Case Study

ysura Consulting offers business intelligence, data analytics, segmentation and targeting, and forecasting assistance to pharmaceutical companies of all sizes.

Acceleration doesn’t just mean adding modules. It means significantly shifting the needle of engagement upwards.

activityplanning

build multichannelcapabilities

visits

activity planing

consulting

retargeting

event management

campaigns

personalized email

understand your audience and best channel mix

accelerate anddeepen engagement

increaseengagement

execute onbest channels

time

enga

gem

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CRM designed for SME Pharma

By starting small and only utilizing the activity planning and visit recording capabilities of ysura CRM, the company had established a repeatable and monitorable process for engaging with HCPs. Adding personalized email increased that engagement, but only in a linear fashion. eDetailing would also help to increase monitoring and targeting, but not necessarily increase the level of HCP engagement as the company had already previously used an eDetailing solution. What ysura brought to the company was a distinct improvement in monitoring, controlling and ensuring compliance, but an inflection point had not been yet realized with regards to HCP engagement.

Enhancing targeting by utilizing the data that ysura CRM holds is where that linear improvement in engagement starts to start exponentially shift upwards. But this is only if processes are in place to keep up the engagement and not to lose track of the overall engagement campaign. In order to help in this regard, the customer is currently in the process of adding the Campaign Management module to their CRM solution. This module allows for the definition and management of multiple multi-faceted and multi-channel campaigns with as many steps as are required to achieve measurable goals.

The Event Management module is the next step in the ysura Adoption Ladder and the next key to unlocking optimum HCP engagement. As a fully featured Business Process Management solution for managing pharmaceutical events of any type, ysura Event Management is fully integrated into the core ysura CRM system as well as the other related campaign management and consent management modules. The module encompasses everything reps and management need to organize, approve, run and follow up sponsored events. Using this solution gives pharmaceutical companies a more holistic understanding of their own customers and allows them to deepen their engagement with HCPs.

ysura’s modular approach to SMB Acceleration minimizes risk and ensures focused, measurable success. By starting only with the tools that are needed immediately, and growing the solution over time, costs can be contained and optimized while ensuring results.

Accelerating through adoption to maximize productivity

Through the modular software structure, and the expert guidance and support provided by the ysura consulting team, the customer has been able to seamlessly accelerate through several stages of CRM adoption and look ahead to the next stages of development.

Case StudyCRM designed for SME Pharma

Case Study

Built by Pharma, for Pharma

ysura was built by Pharma.

Started as an in-house project for a Top-10 Pharmaceutical company, ysura was designed first with the mobile user in mind. A Pharma CRM should be powerful enough for any use case, yet simple enough to not get in the way of daily business. It should be enable, not confuse. Recording or planning an activity should take no more than 20 seconds from app startup to task completion. And, all this should be 100% GDPR compliant. That’s ysura CRM.

With support requirements as low as one ysura first-level support person per 1000 users, ysura can deliver ease-of-use as well as ease-of-support, all in a flexible package capable of fulfilling just about any pharmaceutical company’s requirements for a CRM system. Integrated Enterprise-Level Business Intelligence delivers in the analytical and monitoring department as well. And, with extensive experience in the pharmaceutical industry, ysura Consulting can also help companies with their strategic decisions, analytics, business intelligence, data warehousing, and much more.

ysura also believes in Co-Creation. We tailor our solution to the needs of our customers, while ensuring that all design decisions made uphold the ysura user-experience-focused approach to application design. This means that all new functionality is as easy to use as the rest of our solution. “Customer for Life” is our mantra, and building trust is how we do it.

ysura offers software solutions to the pharmaceutical market, including Sales and Marketing Optimization, Customer Relationship Management (CRM), Multichannel Marketing Campaigns, Consent (opt-in) Management, Activity Planning, Order Management, Mobile Solutions, Sample Management, Key-Opinion-Leader Management and Augmented Video Conferencing.

info@ysura.com +49 89 4141 7330 www.ysura.com ysura GmbH Metzstraße 14b 81667 Munich

© ysura 11/2019

CRM designed for SME Pharma