Client Situation
- The medical affairs team of a large pharmaceutical company struggled with their CRM system, initially designed for commercial sales rather than the nuances of medical affairs.
- A key challenge was the absence of data input from a medical affairs perspective, resulting in inaccurate performance and impact analytics of field interactions conducted by Medical Science Liaisons (MSLs).
Objective
- Address the limitations of the current CRM system, tailored specifically to the unique requirements of medical affairs operations
- Enhance data input mechanisms within the CRM to accurately capture and analyze MSL interactions, enabling better performance and impact analytics
Approach/Solution
- CRM Solution Implementation:
Implemented a Salesforce-based custom CRM tailored for medical affairs
Designed modules for KOL management, interactions, medical info, and MSL referrals
Integrated with digital enablement and medical info systems for a seamless experience
- Implementation Process:
Conducted implementation in stages, beginning with data cleaning and migration to consolidate and transfer existing HCP data to the new system
Provided training to the medical affairs team on the new system and modified workflows to align with its functionality
Customized the CRM system to meet specific medical affairs team needs by adding custom fields for additional HCP information and integrating with existing medical information and digital enablement solutions for real-time data exchange
- Testing and Deployment:
Conducted thorough testing before deployment, ensuring functionality met requirements and addressing any identified issues
Deployed the new system to the medical affairs team, gathering feedback to identify areas for improvement and ensure user satisfaction
Impact
Enhanced Interaction Management: MSLs effectively managed interactions with HCPs post-CRM implementation, fostering increased engagement and strengthened relationships
Improved Interaction Prioritization: The team efficiently prioritized interactions, enhancing productivity and yielding better outcomes
Data-Driven Decision-Making: Generated reports and analytics facilitated data-driven decision-making, pinpointing areas for improvement and optimization
