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A Qualitative Research Review of the CRM Strategies of the Selected Pharmaceutical Firms in Delhi


Affiliations
1 Department of Management, Mewar University, Chittorgarh, Rajasthan, India
     

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Indian Pharmaceutical sector that was practically non-existent in 1970s, is now considered as one among the top five pharmaceutical emerging markets of the world. Marketing has always been a major thrust area for pharmaceutical industry. Personal selling through MRs was the only method of promotion of pharmaceutical products till about a decade ago. However the period post liberalization saw many changes in Indian pharmaceutical Industry(IPL). Huge expenditure, upto 15-20% of the annual product revenue on the sales force, with a questionable ROI was putting a lot of pressure on these firms. To intensify the competition The Indian Patents (Amendment) Act was implemented in 2005. This resulted in a paradigm shift in the marketing and promotion strategy adopted by the industry. The traditional model of promotion through personal selling was replaced by newer sales models like channel management & key account management through customer relationship management (CRM) strategies.

This research paper gives a qualitative research review of the CRM & e-CRM strategies adopted by the selected pharmaceutical companies of India with the help of secondary data sources and opinion survey of company officials in Delhi.Although Indian Pharma industry has adopted the newer technology to build and enhance its relationship with doctors but the ironic fact is that it is still staggering with the proper and effective implementation of the selected CRM Software. The major reason for the same is lack of willingness on part of the sales team (as found during personal interactions with the sales managers of these firms), to accept and adopt this new technology.


Keywords

CRM, E-CRM, MRs, Personal Selling, SFA, ERP, SaaS.
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  • A Qualitative Research Review of the CRM Strategies of the Selected Pharmaceutical Firms in Delhi

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Authors

Gurpreet Kaur
Department of Management, Mewar University, Chittorgarh, Rajasthan, India
Deepali Saluja
Department of Management, Mewar University, Chittorgarh, Rajasthan, India

Abstract


Indian Pharmaceutical sector that was practically non-existent in 1970s, is now considered as one among the top five pharmaceutical emerging markets of the world. Marketing has always been a major thrust area for pharmaceutical industry. Personal selling through MRs was the only method of promotion of pharmaceutical products till about a decade ago. However the period post liberalization saw many changes in Indian pharmaceutical Industry(IPL). Huge expenditure, upto 15-20% of the annual product revenue on the sales force, with a questionable ROI was putting a lot of pressure on these firms. To intensify the competition The Indian Patents (Amendment) Act was implemented in 2005. This resulted in a paradigm shift in the marketing and promotion strategy adopted by the industry. The traditional model of promotion through personal selling was replaced by newer sales models like channel management & key account management through customer relationship management (CRM) strategies.

This research paper gives a qualitative research review of the CRM & e-CRM strategies adopted by the selected pharmaceutical companies of India with the help of secondary data sources and opinion survey of company officials in Delhi.Although Indian Pharma industry has adopted the newer technology to build and enhance its relationship with doctors but the ironic fact is that it is still staggering with the proper and effective implementation of the selected CRM Software. The major reason for the same is lack of willingness on part of the sales team (as found during personal interactions with the sales managers of these firms), to accept and adopt this new technology.


Keywords


CRM, E-CRM, MRs, Personal Selling, SFA, ERP, SaaS.

References





DOI: https://doi.org/10.25089/MERI%2F2017%2Fv11%2Fi1%2F164010