Let’s talk about customer relationship management. Now, you might not think of the pharmaceutical industry right away. But the truth is, a CRM benefits pharma, medical and life sciences companies as much as any other business.
Already in 2017, the value of CRM platforms for pharma and biotech software was nearly at a whopping $100 million. And that’s hardly the peak. According to the same study, the use of pharma CRM has been expected to remain on a steady growth path of over 11% until at least 2025.
What does the best pharmaceutical CRM software do for your company? It can help increase sales and customer loyalty in two major ways. It can help regular pharmacists and clinics manage their end-use customers. And, it can help pharma firms and other biotech companies strengthen relationships with doctors and clinics who are regular buyers of pharma products.
This article is your guide to the best CRM for the pharmaceutical industry.
Benefits of Using Pharma CRM Software
There are many benefits of using pharma CRM software. It doesn’t matter if you run a small pharmacist business, or are part of a large pharma enterprise.
A CRM system will streamline your operations. It does this by sparing your human reps from repetitive tasks, expanding your sales network, and forging deeper and more loyal relationships with your current customers. In the end, it can help boost revenues.
Common features you can expect are task, calendar and opportunity management tools. You also get marketing features to help spread the word about your products and gain more leads. There are tools for sales reps to organize their visits and samples. Customer support modules are also common in pharma CRM. Finally, there are ERP-like features for inventories, shipments and deliverables.
Strong Customer Relationship
Unlike EMR vs EHR vs PHR, which stores medical and health records, CRMs are primarily about strengthening customer relationships. Pharma CRM can help do this by allowing clinics to keep customers engaged with useful content. It makes it easy for customers to communicate with a pharma business. Larger pharma companies can use CRMs to stay in touch with doctors, chemists and other medical professionals.
Database Integration
CRMs begin with a powerful database which gives you 360 degree views of all your contacts. Whether customer, doctor or chemist, all data is easily searchable and shareable. CRMs also update contact information in real time. This can occur whenever a contact changes their status in their public social profiles. It also keeps track of all communication histories across multiple channels in one place.
Customer Account Management
It’s crucial for pharma businesses to keep accurate records of customer data. This is especially important for purchase histories. This way, when a customer returns, they will have all their important medical and pharmaceutical information available to whichever pharma specialist is helping them at the time. Here is where pharma CRM means great customer experience.
Inventory Cycle Management
CRMs are not only about keeping data of past engagements and histories. CRM software can help with forecasting the future too. When it comes to managing inventories, a CRM can provide the analytics to show you which items may be in higher market demand based on purchase patterns. This will help you stay best prepared for future orders.
Order Management
Filling out all the paperwork for each order can involve a lot of paperwork which is time consuming for human agents. The best pharma CRMs have order management tools and many of them include automation. This helps process orders quickly and with less chance of human error. Repeat tasks can also be done automatically.
Key Features of Pharma CRM
Automation Campaign Management
Pharma companies have products to move and sell. CRM for pharma companies can automate marketing and sales campaigns. There are tools to inform the public of new products and capture leads. It helps engage with prospects, and convert them into sales. Many of these steps can be automated through workflows which streamline sales and boost ROI.
Data Analysis
Data is created in every business transaction and company activity. The pharma industry benefits greatly from its data. Pharma CRM collects data on p[atients, customers and products. It updates its database often and in real time. It performs smart analytics and produces regular reporting. This helps pharma firms organize their inventories and plan their marketing and sales strategies. It even guides R&D.
Better Customer Service
Pharma CRM is a great benefit for customer satisfaction. One of the key factors is having technical support as part of the platform. When it comes to pharma goods, people need to feel the company providing them is able to help with problems. CRM allows customers to communicate with pharma companies through any channel or device. Support reps will have access to the customer’s information to provide the best personalized service.
Cross-Sell & UpSell
Pharma companies are in the business of selling like their goods. Pharma CRM can help companies devise strategies to interest their customers in new or different pharma products. Marketing campaigns can be used to cross-sell and up-sell to parties based on their likeliness to buy. This is gauged with data from past purchases and engagements.
Raise in Efficiency
Finally, any good CRM is great for boosting efficiency. CRMs take over rote paperwork with automation. These platforms can scour the web for data and update your files in real time. They can be used to send reminders and follow ups to your contacts and help streamline appointment bookings. A CRM for pharma allows humans to do more with fewer steps in less time. It can even save on human labor costs.
What is the best Pharma CRM Software? Here’s our top 15 list
Kapture
Features / Benefits
Medicinal marketing includes sales forecasting and competitor analysis
Real time contact data on customers, physicians and chemists
Business process automations, eg: customer reminders and follow ups
Multichannel customer service for the pharma industry
Drawbacks
Custom reporting only available with an enterprise subscription
Implementation can be complicated
Pricing
Kapture has three pricing tiers, at $19, $39 and $59 per user per month billed annually. There is also a 30-day free trial of Kapture’s CRM system.
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StayinFront
Features / Benefits
One of the dedicated CRM solutions for pharma companies
Fully mobile life sciences CRM
Loop marketing campaigns helps with more targeted customer messaging
Sample inventory tracking and expense reporting
Helps the pharmaceutical sales process and customer interactions
Drawbacks
Not a very economical CRM platform for smaller pharmaceutical businesses
Many CRM tools and sales features make it a bit overwhelming at first
Pricing
For a full list of prices and plans, contact StayinFront through their website.
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Veeva
Features / Benefits
Part of a massive suite of tools for pharma and the entire MedTech industry
Very robust customer relationship management set of features
Data science for customer behavior insights
Closed loop marketing helps identify customer preferences
Email templates for compliant customer outreach, surveys and follow ups
Drawbacks
A bit on the expensive side
Siloed products mean you might not get all the tools you want in one package
Pricing
You’ll have to contact Veeva through their website to get prices.
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CRMNEXT Pharmaceutical
Features / Benefits
Top customer relationship management solution for pharmaceutical companies
Smart lead management for pharma marketing and sales reps
CRM customer data updates from social media in real time
Segmentation helps boost customer engagement with relevant pharma content
Pharma sales team performance tracker
Drawbacks
Not too convenient for smaller pharma operations due to price
Pricing
For the full pricing list of CRMNEXT’s pharmaceutical solution, contact their sales team through their homepage.
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Creatio CRM Pharma
Features / Benefits
Field force automation tool captures pharma sales data in real time
CRM customer communication histories and sales records
Marketing campaign tools like segmentation and targeting
Cycle activity planning for regular visits and repeat orders
Customer service platform across multiple channels
Drawbacks
Some say it has an overcrowded look and feel
Takes some time to fully integrate
Pricing
For Creatio’s pharmaceutical CRM solution, contact them through their website.
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CSquare Sales Force Automation (SFA 360)
Features / Benefits
Full sales force automation platform for pharma companies of all sizes
Expense, asset and inventory stock management
Sales reps performance analytics
Medical representative (MR reporting) database management
Drawbacks
The look and feel seem old and outdated
Reports are difficult to manage
Pricing
There are no prices listed on CSquare’s website. Contact them for details.
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Synergistix
Features / Benefits
Customer analysis and targeting system (CATS) for life sciences
Helps pharma companies connect with doctors
Call and customer visit recording that's easily organized and searchable
Multi media marketing campaign tools
A wide range of reporting functionality including by territory or doctor
Drawbacks
The cost may be too high for some pharma companies
Automation features are not too easy to use
Pricing
To go over the plans and prices of Synergistix, contact them through their website.
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Medismo
Features / Benefits
Easy to build workflows for sales and marketing automation
Regular sales rep and mobile real time reporting
Helps keep track of samples and gifts to healthcare professionals
Business intelligence feature including KPI tools
Drawbacks
Some of the features can feel too simple and limiting
Dull looking interface and dashboard
Pricing
Medismo does not advertise prices on their website. Contact their sales team through their site for pricing info.
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PharmaCODE
Features / Benefits
Basic customer relationship management software for pharma
Calendar tools for medical representatives to organize sales visits
Data analytics provides regular sales rep stats
Customer evaluation tools to help plan targeted outreach
Works on their server, on premise, offline and mobile
Drawbacks
Limited or no marketing automation
Pricing
For the full lust of PharmaCODE prices and plans you’ll have contact their sales departments through their website.
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actisCRM
Features / Benefits
Customer experience tools for pharma businesses of all sizes
Real time CRM data updates across all devices
Sales teams activity, calendar and task management
Closed loop marketing cycle tools
Full analytics and reporting
Drawbacks
Slightly unmodern front-end aesthetic
Not much information on the homepage
Pricing
To get pricing packages for actisCRM for pharmaceutical companies, visit their website.
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Inova
Features / Benefits
Manages pharma partnerships with doctors, chemists and other contacts
Helps track ongoing deals and other sales opportunities
Standardized workflows to track progress and milestones
Feedback and survey tools
Pharma sales and KPI reporting
Drawbacks
Limited to pharma partnerships and not much for basic customers data
Pricing
There are no listed prices on Inova’s website. Contact their sales team for price plans.
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SalesBabuCRM
Features / Benefits
Full MR reporting and sales CRM tools for the pharmaceutical industry
Keeps track of gifts and samples to doctors and clinics
Product detail management
Daily reports which can be exported to Excel
Doctor visit and dealer visit planning
Drawbacks
Sales, service and inventory are sold as separate SaaS
Many tools are add-ons
Pricing
SalesBabuCRM starts at $26 per user per month billed annually. For the all-in-one business suite and ERP, contact salesBabuCRM.
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Avidian Prophet CRM
Features / Benefits
This is a CRM solution for pharma that can be built into Outlook
Combines all contacts and leads into a unified database
Helps make sure CRM tracking follows pharma compliance and regulations
Some sales force automation and workflow tools
Interactive pharma sales and stats analytics and reporting
Drawbacks
Advanced automated email notification only in the enterprise package
Pricing
Prophet CRM by Avidian has three plans. They are $25, $55 and $75 per user per month.
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Inception CRM
Features / Benefits
Dedicated enterprise level CRM for pharma and life science
End-to-end support for sales reps in the field
Calendar and task management
Customer insights by territory or purchase history
Inventory and expenses management
Drawbacks
Can be a bit expensive
Field force automation can be a bit glitchy
Pricing
Inception CRM does not display prices on their homepage. You’ll have to contact them for price lists.
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PharmaWorx
Features / Benefits
Mobile app for field marketing for pharma sales reps
Helps plan visits and full visit reporting
Range of useful CRM analytics
Gift and sample record management
Highly visual interface
Drawbacks
Lacking some tools for project and opportunity management
Pricing
For the PharmaWorx list of plans and costs, get in touch with their sales department through their website.
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Conclusion
In conclusion, if you are in the pharma industry, you really should be looking into the best pharma CRM. Our list here is pretty big, but the truth is, the list can go on. For some highlights, Kapture, Veeva and Synergistix leap up as great options.
If you are not ready to invest in a dedicated CRM for pharma, that’s fine too. Many basic CRMs like Salesforce or HubSpot can be used by pharma businesses. Often they have solutions just for pharma and the life sciences.
Every customer deserves a top user experience with a pharma company. It should not matter if you're a regular customer with a prescription, or a doctor overseeing the purchase of drugs en masse. This goes for everything from general medical issues to more specialty care. A CRM solution is the first step to bringing your pharma business into the modern world.