The healthcare industry needs more streamlined sales processes
17.08.2011 17:12
In the life sciences industry, the framework conditions for customer relationship management will fundamentally change - due to new legal regulations, increasing market pressure and the effects of globalization. The healthcare industry will therefore need to streamline its sales processes and take on the strategic challenges presented by new target groups and communication channels - with appropriate support from new technologies such as SaaS CRM, social CRM and mobile CRM. This is a central result of the manufacturer-neutral study “Deep Insight: CRM trends in the life sciences industry 2011 – How new framework conditions are revolutionizing CRM processes and target groups”.
The market research specialist MAKAM Market Research from Vienna carried out the study at the beginning of 2011 on behalf of update software AG. A total of 100 hospitals, medical technology companies and pharmaceutical companies from Germany, Austria and Switzerland took part in the survey. The study shows the consequences of the increased focus on patients, health insurance companies and purchasing groups: it requires expanded forms of approach, optimized documentation of contacts and an improved perception of relationships between the protagonists in the health system. This is made possible not least by the new technologies SaaS, social and mobile CRM.
More than half of the life sciences companies surveyed assume that healthcare reform has and will continue to have a major impact on their industry. Well-founded evaluations of information and its storage in the CRM system are becoming increasingly important for economic success. However, only two thirds of those surveyed have a CRM system. A majority of companies that use CRM believe that their CRM system will be able to adapt to the new framework conditions, but only 30 percent of companies are of the opinion that they will be able to make these adjustments cost-effectively.
The entire MAKAM study “Deep Insight: CRM Trends in the Life Sciences Industry 2011” is available for clinics, pharmaceutical and medical technology companies to download free of charge at:
www.update.com/de/Microsite/CRM-Trends-Life-Sciences/CRM-Studie