Gsrtner study: Market Guide for CRM in Pharma and Biotech

Ein Key Finding:

The majority of the pharma CRM vendor landscape market share is owned by two major global players, with Veeva Systems in the leadership position, challenged by IMS Health.

Und die Empfehlung:

  • Collaborate with your commercial partners in the business to review and update the CRM strategy. Evaluate your current digital engagement and multichannel campaign management (MCM) processes, and update the strategy to address these growing requirements.
  • Work with business partners to clearly identify gaps with your current systems versus a desired state, and prioritize those new requirements against available options. Identify competitive differentiators, such as campaign management, multichannel marketing, key account management (KAM) and advanced analytics, to ensure that you map your business needs to vendor capabilities.
  • Cultivate your relationship with sales and marketing leadership to ensure you are included in sales and marketing strategy discussions.

Zu den einzelnen Systemen möchte ich hier mal Veeva und IMS / Cegedim herausgreifen:

IMS Health:

Strengths: Global reach, depth and understanding of pharma industry, subscription data business, relationships in pharma companies, aggregate spend integration with mobile platform. Ability to integrate data services into CRM and other solutions.

Challenges: Continuing recent organizational focus on becoming a software provider within a larger and longstanding data and services company. Integrating two large, complex and diverse company cultures (IMS Health and Cegedim). Winning major CRM deals (top 20 pharma) over Veeva.

Veeva:

Strengths: Proven ability to scale above 20,000 users for a single global customer. True multitenant SaaS solution. Global footprint. Extensive pharma expertise. Role-based (primary, specialty, MSL, KAM) functionality, combined with collaborative capabilities across roles. System integration partner network. Integration between digital content supply chain and channel execution platforms.

Challenges: Maintaining innovative focus and agility across an increasingly complex suite of products. Developing organizational approach (people, process, sales methods) to interact with clients at a strategic level. Penetrating emerging markets with a premium-priced product.

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