Pharma CRM
Handheld
Before
discussing Pharma CRM Handheld, let’s try to understand the
foundation behind the concept of Pharma CRM along with recent
initiatives. New regulatory and market trends are driving
pharmaceutical (Pharma) companies to think beyond traditional CRM
models. Such enterprise vendors as Siebel, Dendrite and SAP -- as
well as such smaller vendors as StayinFront and Synavant -- are
offering advanced Pharma CRM Handheld applications that incorporate
contact center operations and multichannel touch points into a CRM
strategy. "For Pharma, especially big Pharma, the challenge has
always been about sales force automation (SFA)," said Roddy Martin,
AMR Research service director. The sales rep has to be effective in
making appointments with the doctor, has to know the appropriate
information to share with the doctor, and be able to manage and
track the samples left with the doctor, Martin told CRMDaily.com and
hence the need for Pharma CRM Handheld.
To say that
pharmaceutical companies traditionally have focused their CRM
endeavors on sales force automation (SFA) technology understates the
sophistication and in-depth processes they have used to reach their
customers -- specifically the doctors who prescribe their brand of
drugs and Pharma CRM provide the solution to this problem
effectively. "Essentially, Pharma CRM Handheld for pharmaceutical
companies started with SFA applications," Stephen Andrade, vice
president and general manager for Siebel Life Science, told
CRMDaily. "But companies are now realizing that they are interfacing
with physicians in many different ways." Not that the traditional way
to interact with physicians were ever easy without using Pharma CRM
Handheld, especially when the sales reps are in the field as it
gives them convenience and better control in the age of information
technology and Internet.
There are many
Pharma CRM Handheld devices available in the market and most of them
are from the same companies from which we can obtain Pharma CRM
solutions. New Version of Mobile Pharma From iAnywhere Further
Strengthens CRM Adoption and Analytics. iAnywhere Solutions, Inc.
announced a new version of Mobile Pharma or Pharma CRM Handheld
devices, delivering essential customer relationship management (CRM)
information to pharmaceutical sales representatives via handheld
devices. Next generation of Pharma CRM Handheld devices from
iAnywhere measurably accelerates field adoption of existing CRM
applications. Feature enhancements of Pharma CRM Handheld devices
include:
- Pharma
workflow configurable user interface
- Key
performance indicator dashboard
- Enhanced
Siebel ePharma support
iAnywhere
Solutions, Inc., a subsidiary of Sybase, Inc. (NYSE: SY), announced
on October 30, 2003, a new version of Pharma CRM Handheld,
delivering essential customer relationship management (CRM)
information to pharmaceutical sales representatives via handheld
devices. Pharma CRM Handheld increases field productivity,
strengthens adoption and improves analytics by putting an
easy-to-use, pharma-optimized CRM solution in the hands of sales
representatives. New features of Pharma CRM Handheld include
workflow configuration capabilities to simplify navigation, key
performance indicators that enable businesses to measure the usage
and effectiveness of their mobile deployments and enhanced
integration with Siebel ePharma.
"Mobile Pharma
has been the key in driving higher returns on our CRM investments,"
said Joe Regan, director, Sales Operations and Training at Chiron
Corporation. "Field adoption has sky rocketed since our reps have
been able to access physician information and complete call reports
using Mobile Pharma."
"According to
research by CGE&Y, as much as seventy-five percent of a rep's
time is spent on non-selling activities such as administrative
tasks. Every product enhancement that streamlines these activities
increases company profits," said Ojas Rege, senior director of
Mobile Solutions at iAnywhere. “Pharma CRM Handheld meets the very
specific and detailed workflow needs of pharmaceutical sales
representatives, providing them with the customer information they
need, when they need it, in a convenient form factor."
Mobile Pharma
provides Pharma CRM Handheld access to key pharmaceutical sales
tools at the point of physician interaction, minimizing downtime by
providing access to multiple data resources such as CRM, ERP,
intranet and legacy systems. This next generation of Pharma CRM
Handheld includes significant enhancements designed to accelerate
the adoption of CRM solutions.
