Evaluate your CRM capabilities & benchmark with your peers! Results of the CRM Performance Scan for Life Sciences 2013. By Carealize, the consultancy partner for the Health Care & Life Sciences industry. (www.carealize.com)

1. CRM Performance Scan
for Life Sciences
Survey Results 2013
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2. INTRODUCTION
CRM Performance Scan for Life Sciences - Survey Results 2013
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3. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Introduction: Survey Setup
CRM Performance Scan for Life Sciences - Survey Results 2013
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4. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Introduction: Survey Setup
Capabilities
Adoption
Standard practices, Planned future
capabilities, Customer communication
channels, Transparency, etc.
Perception, Project evaluation,
Critical Success Factors,
Experienced issues, etc.
Strategy
SURVEY
THEMES
Governance, Processes,
Stakeholders, Drivers, Segmentation
model, etc.
CRM Performance Scan for Life Sciences - Survey Results 2013
Platforms
Platforms in use, System integration,
Mobile devices,
Platform evaluation, etc.
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5. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Introduction: Participants
DEPARTMENT
OPERATING LEVEL
INDUSTRY
11
CRM Performance Scan for Life Sciences - Survey Results 2013
Life Science & Healthcare Companies
Participant roles:
IT Leader
IT manager
Sales Manager
Program Manager
CRM Manager
SFA Manager
Director Systems & Technology
Compliance Officer
Business Support Manager
Other:

Sales & Marketing Effectiveness

Healthcare Compliance & Privacy

Business Support

All of the above
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6. THEME 1: ADOPTION & AWARENESS
CRM Performance Scan for Life Sciences - Survey Results 2013
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7. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
ADOPTION & AWARENESS - Key Insights
CRM is considered as a strategic enabler
Ownership of CRM lies with Sales
Most companies experience the implementation
of CRM as a difficult process that does not fully
live up to expectations
CRM Strategy, Customer data integration &
Change management are critical success factors
Lack of senior endorsement, managing expectations,
unclear processes and insufficient communication
are main issues when rolling out a CRM project
CRM Performance Scan for Life Sciences - Survey Results 2013
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8. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 1: Your top management considers CRM as?
Other:
 A tool to monitor the execution of the strategy
 Can do without however is one of the first things
that needs to be ready when entering a new
country
CRM Performance Scan for Life Sciences - Survey Results 2013
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9. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 2: Ownership of CRM within your organization lies with?
Other:
 Sales effectiveness leader / Marketing
 Global function
 Healthcare compliance
CRM Performance Scan for Life Sciences - Survey Results 2013
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10. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 3: If you have implemented or are implementing a CRM
project, how would you evaluate it?
CRM Performance Scan for Life Sciences - Survey Results 2013
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11. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 4: Please rank the critical success factors for your CRM projects
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other:
CRM strategy
Customer data integration
73 %
9%
9%
27%
27%
9%
18%
9%
 Leadership engagement, recent
technology enabling innovation and
agile response to business needs
18 %
Criticality 1
 Corporate sponsorship
Criticality 2
Change management
9%
18%
18%
18%
18 %
18 %
Criticality 3
Criticality 4
Project management
9%
18%
9%
36%
9%
Criticality 5
18 %
Criticality 6
Technology implementation
18%
9%
9%
27 %
 Reporting and Dashboarding
 'Whats in it for Me' at all levels
 Communication and End-User
engagament
36 %
 Easy to use. SPEED
Training & Coaching
9%
27%
9%
CRM Performance Scan for Life Sciences - Survey Results 2013
45 %
9%
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12. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 5: What are the main issues you are dealing with when rolling
out your CRM program?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Other:
Lack of senior endorsement
36 %
Managing expectations
27 %
27 %
36 %
36 %
9%
18 %
 User adoption rate, Information
delivery specifically in support of
customer centricity
9%
Prio 1 Issue
Unclear processes
9%
18 %
36 %
18 %
Prio 2 Issue
18 %
Prio 3 Issue
Technology issues
9%
9%
18 %
Limited/No budget
9%
9%
18 %
Relevant skills not available
9%
9%
9%
18 %
9%
27 %
Prio 4 Issue
18 %
Prio 5 Issue
Prio 6 Issue
Insufficient communication
27 %
27 %
9%
9%
9%
27 %
CRM Performance Scan for Life Sciences - Survey Results 2013
36 %
36 %
 Dedicated resources from business
side
 Time elapse between scope
agreement and Go Live and changes
in Business environment
Prio 7 Issue
9%
36 %
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13. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 6: All users of the CRM system are thoroughly trained when
they start?
CRM Performance Scan for Life Sciences - Survey Results 2013
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14. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 7: CRM brush-up trainings are organized on a regular basis?
CRM Performance Scan for Life Sciences - Survey Results 2013
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15. THEME 2: CAPABILITIES
CRM Performance Scan for Life Sciences - Survey Results 2013
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16. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
CAPABILITIES - Key Insights
Salesforce Automation, Segmentation & Targeting,
Sales Performance Analysis & Event Management
are considered as standard practice capabilities
Marketing Campaigns & Closed-loop Marketing
are key capabilities planned for future use
F2F Salesrep, E-mail, eDetailing, Medical Education &
Brochures are mainly applied for customer communications.
Most participants did not define a multichannel strategy
Customer Master Data, Prescription Data &
Marketing Data are purchased from an
external data provider
Most participants have validated processes for managing
value transactions but compliance needs are often only
partially met. Transparency reports are mainly
created manually
CRM Performance Scan for Life Sciences - Survey Results 2013
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17. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 8: Which of the following capabilities are covered by your
company’s CRM program?
Closed-loop Marketing
9%
Event Management
9%
Segmentation & Targeting
9%
9%
73 %
9%
Sales Performance Analysis
9%
9%
73 %
9%
Key Account Management
9%
27 %
73 %
18%
Marketing Campaigns
55 %
18 %
18 %
27 %
27%
36 %
27 %
Sample Management
36%
Salesforce Automation
45 %
36%
Not Used
55 %
9%
Pilot
Standard Practice
64 %
Future Use
Service Management
45%
Medical Affairs Module
9%
27 %
64%
18 %
36 %
Patient Support
73%
27 %
Clinical Trial Management
73%
27 %
Order Management
82%
0%
10%
20%
30%
40%
18 %
50%
CRM Performance Scan for Life Sciences - Survey Results 2013
60%
70%
80%
90% 100%
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18. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 9: Which CRM data is analyzed/visualized in your reporting
environment ? (Multi-select)
Other:
 Sales funnel
 promotional activities:
organisation of scientific events
 events & interactions
 Coverage frequency call rate
 Sampling
CRM Performance Scan for Life Sciences - Survey Results 2013
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19. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 10: Did your company define a multichannel strategy?
CRM Performance Scan for Life Sciences - Survey Results 2013
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20. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 11: Which channels are used for customer communications by
your company? (Multi-select)
CRM Performance Scan for Life Sciences - Survey Results 2013
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21. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 12: Which data do you purchase from an external data
provider? (Multi-select)
CRM Performance Scan for Life Sciences - Survey Results 2013
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22. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 13: Are your company’s business processes ready to disclose
individual and aggregate payments?
CRM Performance Scan for Life Sciences - Survey Results 2013
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23. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 14: Are your company's systems used for generating
consolidated value transaction reports?
CRM Performance Scan for Life Sciences - Survey Results 2013
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24. THEME 3: STRATEGY
CRM Performance Scan for Life Sciences - Survey Results 2013
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25. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
STRATEGY - Key Insights
Governance of CRM is mainly organized
in the form of a dedicated Center of Excellence
CRM processes are supported by basic procedures but
documentation is fragmented and not always up to date
Customer segmentation models based on potential,
penetration and influence are considered
as standard practice. Attitudinal & Channel based
segmentation are planned for the future.
Focus on “traditional” stakeholders like
Key Opinion Leaders (KOLs), Specialists, General
Practitioners & Hospitals
Customer acquisition and revenue generation
are the main drivers for CRM
CRM Performance Scan for Life Sciences - Survey Results 2013
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26. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 15: How is the strategic governance of the CRM program
organized in your company?
Other:
 Healthcare Compliance & Privacy Leadership
CRM Performance Scan for Life Sciences - Survey Results 2013
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27. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 16: How does your company manage and enforce CRM
processes?
CRM Performance Scan for Life Sciences - Survey Results 2013
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28. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 17: How would you describe your company’s customer
segmentation model?
Influence Based
9%
Penetration
9%
9%
64%
18 %
91%
Not Used
Potential
9%
Pilot
91%
Standard Practice
Future Use
Attitudinal Based
27%
Channel Based
9%
36%
45%
0%
10%
20%
27 %
9%
30%
40%
50%
18%
60%
CRM Performance Scan for Life Sciences - Survey Results 2013
27 %
70%
80%
90%
100%
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29. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 18: Which stakeholders are you focusing on? (Multi-select)
CRM Performance Scan for Life Sciences - Survey Results 2013
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30. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 19: Please indicate the relevance of the listed drivers for doing
CRM.
Revenue
Generation
5
Cost
Reduction
5
Customer
Acquisition
5
4
4
3
3,5
4
3
3
2
2
2
1
1
4,0
2,1
1
CRM Performance Scan for Life Sciences - Survey Results 2013
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31. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 20: Regarding the CRM budget for the coming year, do you
envisage an increase, decrease or similar budget?
CRM Performance Scan for Life Sciences - Survey Results 2013
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32. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 21: Which supporting roles are identified within your company?
0%
10%
20%
30%
40%
Business Process Champion
60%
70%
80%
82 %
Business Analyst
50%
82 %
Project Manager
90%
9%
100%
9%
18%
73 %
18%
9%
In-House
Outsourced
Change Manager
55 %
9%
18%
18 %
Mixed
Not Applicable
Support Agent (CRM-trained)
CRM Technical Analyst
CRM Developer
36 %
27 %
27 %
45 %
64 %
CRM Performance Scan for Life Sciences - Survey Results 2013
27%
9%
18%
27%
9%
9%
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33. THEME 4: PLATFORMS
CRM Performance Scan for Life Sciences - Survey Results 2013
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34. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
PLATFORMS - Key Insights
Veeva, Oracle-Siebel and Cegedim Mobile Intelligence
are the main CRM platforms
The iPad is the leading mobile device for CRM field users
CRM systems are mainly integrated with ERP,
Contract Management & Call Center systems
Low satisfaction rates for and neutral
attitutde towards current CRM systems.
The average NSP score for CRM is only 5/10!
Almost every participating company is
re-evaluating its CRM system
CRM Performance Scan for Life Sciences - Survey Results 2013
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35. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 22: Which CRM System do you currently use?
Other:
 Siebel, SFDC and Veeva
 HCC LIFE
 Teams (Rx) & Mobirep (OTC)
 Both Cegedim MI and MS Dynamics are used.
Currently building Veeva. In the future 1 system
will survive
CRM Performance Scan for Life Sciences - Survey Results 2013
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36. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 23: Which are the primarely used mobile devices for consulting
your CRM system?
(Multi-select)
Other:
 None
 Laptop
 Outlook on laptop
CRM Performance Scan for Life Sciences - Survey Results 2013
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37. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 24: Your CRM system is currently integrated with? (Multi-select)
Other:
 European Datawarehouse
 Adverse event reporting system
 Drug complaint reporting system
 Medical questions system
CRM Performance Scan for Life Sciences - Survey Results 2013
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38. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 25: Are you planning to re-evaluate your current CRM
platform? Reasons for re-evaluating your platform?
Reasons for re-evaluating your platform:
 Current platform updated, does not support
innovation, does not meet current anticipated
future needs, total cost of ownership high due to
customization effort
 We will switch to a mobile platform: MI Touch
 Change of platform in near future
 Business Model change and Supplier Roadmap
 Corporate has chosen a global CRM-system
 Comparing the CRM platforms currently used in
EU to move forward using one system
CRM Performance Scan for Life Sciences - Survey Results 2013
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39. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 26: How likely would you recommend your current CRM system
to your colleagues?
10
9
8
7
6
5
4
5,1
Average
3
2
1
CRM Performance Scan for Life Sciences - Survey Results 2013
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40. CLOSING
CRM Performance Scan for Life Sciences - Survey Results 2013
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41. INTRODUCTION
ADOPTION
CAPABILITIES
STRATEGY
PLATFORMS
CLOSING
Question 27: Which CRM improvement initiatives are you looking at?
3
Review technology landscape in order to get more flexible and agile.
Back from one platform serves all to best in class solution.
CRM tool which is able to monitor the customer needs and customer preferences.
Should be able to record all actions against a customer and his reactions against these.
Multichannel Customer Centric with the opportunity to link to Content Management System.
4
Integration with compliance systems. MSL module. Key account module.
5
Mobile use (pre-call, post-call), Closed-Loop Marketing (CLM).
6
Key Account Management (KAM) Module.
7
Adapt more to business needs.
8
Currently rolling out Veeva.
9
Sampling, closed-loop marketing.
10
Transparency.
11
Veeva.
1
2
CRM Performance Scan for Life Sciences - Survey Results 2013
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42. Tommy de Haan
Managing Partner
email
mobile
tommy.dehaan@carealize.com
+32 (0)486 295115
Carealize NV
Accentis Business Center
Duwijckstraat 17
2500 Lier
Tom Van den Bulck
Managing Partner
email
mobile
tom.vandenbulck@carealize.com
+32 (0)473 910423
CRM Performance Scan for Life Sciences - Survey Results 2013
T +32 (0)3 488 75 05
E info@carealize.com
W http://www.carealize.com
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43. CRM Performance Scan for Life Sciences - Survey Results 2013
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