医薬品の上市：販売・マーケティングの改善におけるCRMの役割

Abstract

Overview

Introduction

Analysis of CRM in the pharmaceutical industry, giving an understanding to the market, technology and strategy.

Scope

• Falling margins in Pharma - increasing ROI through CRM
• Formulating an effective CRM strategy
• CRM Spending in the Pharmaceutical Industry, 2006-2012
• The increasing importance of CRM in the pharma industry

Report Highlights

CRM is increasing in importance in pharmaceuticals as the industry seeks new technologies to help it increase its profit margins.

Reasons to Purchase

• Gain a insight into market drivers and inhibitors within CRM in the Pharma Industry.
• View the market size of CRM in Pharmaceuticals from 2006-2012 for Europe, North America and Japan.
• Understand how the technological developments are going to affect your go-to-market strategies.

Table of Contents

• Overview
  • Catalyst
  • Summary
• Executive Summary
  • Introduction
  • Falling margins in Pharma - increasing ROI through CRM (Market Focus)
  • Formulating an effective CRM strategy (Strategy Focus)
  • The increasing importance of CRM in the pharma industry (Technology Focus)
  • Future Spending of CRM Technologies, North America and Japan, 2006-2012 (Databook)
  • Future Spending of CRM Technologies, Europe, 2006-2012 (Databook)
• Table of Contents
• Table of figures
• Table of tables
• Falling margins in Pharma - increasing ROI through CRM (Market Focus)
  • Summary
  • Pharmaceutical companies are facing a multi-layered assault on their profit margins
    • The pharmaceutical industry is facing pressures from all sides
    • The end of an era for blockbuster drugs
    • Lack of drugs coming to market is only compounding the pharmaceutical industry' s problems
  • Power to the people: fuelling the need for CRM in Pharmaceuticals
    • The patient is becoming an important influencer within the decision making process
    • The sales force has become less effective fuelling the need for a new strategy
  • Lack of ROI to date is holding pharmaceutical companies back from investing in CRM
    • Pharmaceutical companies are yet to see a ROI on their older CRM investments
    • Pharmaceutical companies do not have sufficient reference points for other CRM implementations
    • While an enterprise wide solution CRM solution is sought it can slow down the rate of implementation
    • Despite these inhibitors Datamonitor projects strong growth
  • Each region is producing differing challenges for the pharmaceutical industry
    • The US has the most consumer driven drugs market
    • Japan and Italy have cost constraints set by their governments on drug pricing
    • Pharmacoeconomics are becoming increasingly important in the UK
  • ACTIONS
  • Vendors need to use their references to help sell CRM solutions
  • The changing customer means vendors need to evolve their solutions
• Formulating an effective CRM strategy (Strategy Focus)
  • Summary
  • Pharma companies need to increase drugs' profitability during their profit window
    • Sales need to be more effective in a short period of time
    • Getting the message of the new drug across is essential
    • A genericized trademark is the ' holy grail' for pharmaceutical companies
      • Viagra - a success story of branding
  • CRM and unified communications can help to make a reduced sales force more effective
    • Unified communications will help to increase sales
      • An effective communication strategy is based around the sharing of information
    • Knowledge of the physician is crucial to making the most of the time spent with them
    • Having a flexible sales force can allow market changes to be cushioned and demands shifted
    • Pharma needs to come up with an effective long term sales strategy and be less conservative
  • CRM solutions should be part of creating a coordinated marketing and sales approach
    • Coordination means communication from all departments
      • At the heart of this approach must be sales and marketing working in tandem
  • Pharma companies need CRM solutions that manage both the patient and physician
    • Reaching the patient is continuing to increase in importance
      • Providing the patient with sufficient advice and information is crucial as they become key influencers
    • As pharmacogenomics becomes more prevalent pharma companies need an appropriate strategy
  • ACTIONS
  • Vendors need to provide CRM solutions that can target different customers
  • Coordinated CRM solutions are essential to provide pharma with increased profit margins
• The increasing importance of CRM in the pharma industry (Technology Focus)
  • Summary
  • Creating a unified enterprise wide solution for the industry is crucial
    • Large CRM companies are likely to dominate
    • Systems Integrators will continue to increase in importance a implementations become more complex
    • Unified enterprise wide solutions are crucial to provide an improved ROI
    • As M&A activity takes place vendors need to ensure that CRM systems can be integrated
    • A clear front runner for the future of CRM in pharmaceutical companies is yet to emerge
  • Analytic CRM is going to increase in importance within the industry
    • Analytical CRM can help pharma companies to comply with regulations
  • Mobile solutions will enable unified communications for the industry
    • SFA still is, and will remain so, the most important aspect of CRM
    • Ease of use is crucial to ensure optimum use of mobile solutions
      • Training programs that can be completed remotely and easily
      • SFA applications need to meet the needs of the sales force to ensure they effectively use solutions
      • As the sales force is highly mobile solutions' functionality should reflect this
    • The increase in mobile solutions will present opportunities for different vendors
      • Multiple vendors being involved will mean partnerships continue to increase in importance
  • Solutions should be able to adapt to the specific needs of the pharmaceutical industry
    • The complexity of the influencers within pharmaceuticals creates challenges for CRM solutions
    • There are a number of complex characteristics for the pharma industry
    • The complexities of the pharma industry requires sophisticated CSA and MA
  • ACTIONS
  • An understanding of the complex nature of the pharma industry is crucial
  • Unified solutions are crucial to help tie in the disparate parts of pharma companies
  • Vendors should market themselves on their ability to provide mobile solutions
• Future Spending of CRM Technologies, North America and Japan, 2006-2012 (Databook)
  • Introduction
  • Software and Services Market Size in USA, 2006-2012
  • Software and Services Market Size in Canada, 2006-2012
  • Software and Services Market Size in Japan, 2006-2012
• Future Spending of CRM Technologies, Europe, 2006-2012 (Databook)
  • Introduction
  • Software and Services Market Size in France, 2006-2012
  • Software and Services Market Size in Germany, 2006-2012
  • Software and Services Market Size in Italy, 2006-2012
  • Software and Services Market Size in Rest of EMEA, 2006-2012
  • Software and Services Market Size in Switzerland, 2006-2012
  • Software and Services Market Size in United Kingdom, 2006-2012
• APPENDIX
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Tables
    • Table 1: How likely are the following factors to affect or impact your prescribing decisions?
    • Table 2: Software and Services Market Size for CRM in Pharmaceuticals in the USA, 2006-2012
    • Table 3: Software and Services Market Size for CRM in Pharmaceuticals in Canada, 2006-2012
    • Table 4: Software and Services Market Size for CRM in Pharmaceuticals in Japan, 2006-2012
    • Table 5: Software and Services Market Size for CRM in Pharmaceuticals in France, 2006-2012
    • Table 6: Software and Services Market Size for CRM in Pharmaceuticals in Germany, 2006-2012
    • Table 7: Software and Services Market Size for CRM in Pharmaceuticals in Italy, 2006-2012
    • Table 8: Software and Services Market Size for CRM in Pharmaceuticals in the Rest of EMEA, 2006-2012
    • Table 9: Software and Services Market Size for CRM in Pharmaceuticals in Switzerland, 2006-2012
    • Table 10: Software and Services Market Size for CRM in Pharmaceuticals in the United Kingdom, 2006-2012
  • List of Figures
    • Figure 1: The pharmaceutical industry is facing pressures pricing from all sides
    • Figure 2: NMEs per year vs. Global R&D spend ($billion) 1980 - 2003
    • Figure 3: How CRM can maximize sales force effectiveness
    • Figure 4: Process by which patients become more influential in drug prescription
    • Figure 5: How likely are the following factors to affect or impact your prescribing decisions?
    • Figure 6: CRM in pharmaceuticals market for Europe, North America and Japan, 2006-2012
    • Figure 7: Percentage CRM market share in pharmaceuticals, 2007
    • Figure 8: CRM in pharmaceutical market size in Italy and Japan, 2006-2012
    • Figure 9: Increasing the profit from a drug during its lifecycle
    • Figure 10: Total CRM spending from 2006-2012
    • Figure 11: Market size for CRM by application from 2006-2012 in North America, Japan and EMEA
    • Figure 12: Diagram illustrating different strategies of pharmaceutical companies
    • Figure 13: Marketing Automation market size from 2006-2012
    • Figure 14: Market size for software and services in CRM for EMEA, North America and Japan, 2006-2012
    • Figure 15: Comparison of niche and leading CRM vendors in the pharmaceutical industry
    • Figure 16: US Customer Analytics Market, 2006-2012
    • Figure 17: Analytical CRM sitting alongside the data can view the whole sales process
    • Figure 18: Global market share for CRM by type of application, 2007
    • Figure 19: Software and Services Market Size for CRM in Pharmaceuticals in the USA, 2006-2012
    • Figure 20: Software and Services Market Size for CRM in Pharmaceuticals in Canada, 2006-2012
    • Figure 21: Software and Services Market Size for CRM in Pharmaceuticals in Japan, 2006-2012
    • Figure 22: Software and Services Market Size for CRM in Pharmaceuticals in France, 2006-2012
    • Figure 23: Software and Services Market Size for CRM in Pharmaceuticals in Germany, 2006-2012
    • Figure 24: Software and Services Market Size for CRM in Pharmaceuticals in Italy, 2006-2012
    • Figure 25: Software and Services Market Size for CRM in Pharmaceuticals in the Rest of EMEA, 2006-2012
    • Figure 26: Software and Services Market Size for CRM in Pharmaceuticals in Switzerland, 2006-2012
    • Figure 27: Software and Services Market Size for CRM in Pharmaceuticals in the United Kingdom, 2006-2012