FEATURES OF DEVELOPING CRM-SYSTEMS FOR PHARMACEUTICAL INDUSTRY BY THE EXAMPLE OF CDM OPTIMIZE PHARMA

Abstract

This paper deals with characteristic features of pharmaceutical industry. The main feature is impossibility of the direct influence on a buyer. Proceeding from the analysis of these features, we have made a conclusion that classical CRM systems cannot be used for the subject area under consideration as they are based on the principles of classical sales cycle. The paper describes main capabilities of CDM Optimize Pharma CRM system as well as the features which distinguish it from classical CRM systems and make it suitable for use in pharmaceutical industry. Such extended capabilities are Advanced Segmentation, Pre-Call Activities etc.