crm-case study presentation-pahrma - group 3

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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crm-case study presentation-pahrma - group 3

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