Business process management in pharmaceutical and other life science industries has its specific features: the company activities are highly specialized and perfectly customized, as well as they are customer-oriented. BPM in pharmacy meets the challenges of various kind, such as compliance with the legal requirements, costly research and the development of new products without any guarantee of gaining any profit, the competition on continually changing market, leads search and involvement optimization, unification of marketing and sales workflows. While some of these activities are not different from any other business, there is a few that require individual approach.
Vertical Customer Relationship Management for Health Care
Choosing between the main types of software for BPM in pharmacy, life science companies confidently choose the vertical CRM solutions, which suggest more customization against horizontal CRM tools. Meeting the requirements of the customers, bpm’online offers a process-driven solution BPM pharmacy that perfectly matches the processes in pharmaceutical companies and healthcare businesses. Designed especially for pharmacy, the product includes industry specific functionality that gives additional advantages of smarter and easier customer engagement, planning and reporting.
The product features a number of comprehensive tools:
- Marketing tools including CLM
- Convenient customer database
- Key account management
- Field force management tool
- Planning of cycling activities
- Sales module to unify sales
- Unified products database
- Case management
- Customer service
- Analytical tools
Compared to universal Bpm’online CRM with horizontal structure (https://www.bpmonline.com/crm), software for BPM in pharmacy deepens some internal processes allowing to optimize everyday routine and increase effectiveness with fewer efforts.
The product includes both the Key Account Management, which is an ideal solution for B2B companies, and the lead tools for marketing and sales. Let us have a look at how perfectly and seamlessly these key features may range in one uninterrupted cycle from pointing a lead to serving long-term customer relationships.
Closed Loop Marketing as a Tool of Your Strategic Planning
Lead management is gaining momentum with newer techniques and methods. In pharmaceutical business it is embodied in form of Closed Loop Marketing (CLM) which is a B2B strategy of the market study and customer engagement. The CLM tools enable marketing and sales people to gain access to accurate and actual data on every lead. The unified format of client database allows for keeping all the records on communications and interactions, including emailing, visits, events and orders without any need to separate marketing and sales contacts that gives a better understanding of the lead/ customer needs.
Closed Loop Marketing Stages
- A lead engagement: marketing.
- Lead needs discovering: sales and marketing.
- Pushing the lead to become a customer: sales and marketing.
- A lead becomes a customer.
Those are the real business stages of CLM. But in pharmacy this process has its specific features: after engagement via marketing means, the lead, who is a physician or employee of the pharmacy chain, gains access to the product base and starts interacting with the system.
And here, if we look from a digital perspective, we can see other 4 stages:
- Engagement: the lead starts using the system.
- Tracking interactions and discovering interests.
- Analyzing the data and designing a strategy.
- Converting the lead into customer with a proper proposal.
You see how using digital CLM technologies gives you the advantage of full knowledge.
Pursuing the Lead in Sales
But the process of converting also can be automated by means of other features as Cycle activities planning and Field Force Management. These two modules allow the sales representative to optimize their activities, both in terms of time and space, enjoy smart automatic scheduling and route planner.
But using those product features benefits not only the field force people, but also theirs managers. And here we again have one more perspective of how CLM strategy works in Sales.
Stages of converting the lead into the customer:
- Contacting the lead with an individual proposal
- Visiting the lead
- Keeping tracks in the system
- Receiving (not receiving) feedback
- Analyzing what is happening
- Converting the lead
Stages 1-5 can be repeated as many times as it is necessary until the lead is converted. However, using the BPM system has the benefits of keeping all the tracks in one place that can both give insights to the sales representatives in developing a better strategy and Management in assessing the employees’ effectiveness.
Analyzing feedbacks also gives the keys to Marketing Department in terms of understanding of what is working and what is not. The loop is perfectly closed at the starting point again and you may launch a new cycle, improving communication with the leads and searching for new ways of development.
That is how Close Loop Marketing is integrated into BPM in pharmacy. When your lead, finally, has become a customer, you may smoothly continue your customer-driven journey with help of account-based selling model available in Key Account Management and sales planning tools.
Share You Experience in the Community of Professionals
While exploring the products, you always have insights, new findings or, sometimes, dilemmas. Bpm’online encourages the customers to share their user experience by exchanging knowledge in the Official Community. You may start your own topic or join others, as well as discover something interesting in the Knowledge Hub containing much of valuable materials about bpm’online products.