Crm - for a Pharma

Ranbaxy Laboratories

CRM Process

Medical representatives are the primary liaison between pharmaceutical companies and medical professionals. They are responsible for building a network with medical professionals to promote product and brand awareness, provide advice and maintain strong relationship. Given is the CRM process that MRs at Ranbaxy can implement to improve relationship with clients/Doctors.

CRM Process

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Information Gathering

Medical representatives are responsible for gathering relevant information about the doctors in order to establish a concrete bond with the physicians.

Source of Information

There are many ways through which information can be collected. Some of which are:

• Obtained by drug stockists
• By interacting with retailers. Ex: medical shops, path labs etc.
• Hospitals where the doctors work
• Doctors’ clinic staff
• Peer group
• Cordial interaction with the doctors
• E-platforms like Practo

Type of Information

After understanding the source of data the important aspect is knowing what kind of data is to be obtained. The type of information will include

• Personal data: Name, Age, Marital status, Phone no. , E-mail Id
• Qualifications
• Specialization- General Physician or specialized in dental, cardio etc.
• Location of clinic if any
• Hospitals where the doctor works for
• Prescription Fees charged
• Average no. of patients visiting the doctor
• Details of family members who are doctors or are pursuing medical studies
• Visit timings
• Recreational pursuit/Interest areas of the doctor
• Birthday/Anniversary Date

Data Analysis

After collecting the above mentioned data about the doctors it is essential to analyse the data in order to achieve excellent relationship with the clients.

The doctors can be classified into various segments depending on different criteria which may include: