Customer Life Cycle Management in Pharma
i am a Pharma MBA student. i am working on Customer Life Cycle Management in Pharma.
Customer i.e. Physician. as every product has their life cycle with four phases i think physician should also have same- attention, growth, retention and leave off phases. as a marketeers view how they recognise and maintain this lifecycle.what generally they do.on every phase what stratgies they choose.
Thanks
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Graham Hill
Ethics Then CRM
Amit
The challenge you face is a very difficult one; to apply what you have learnt about CRM in general and life cycle management in particular, to the ETHICAL management of medical customers.
Doctors like many other paractitioners are overwhelmed with information. You only have to take a look at the British National Formulary to see how much information floods over your typical doctor like a daily tidal wave. Doctors naturally look to their own experience, to that of other doctors and to external advisors for help. This is where 'pharma reps' should come in. Sadly, in my opinion, there is plenty of evidence that they abuse this privileged position to promote their expensive medicines when generics may be just as good, and to bribe doctors with all manner of free samples, free equipment and free conferences.
You can find out all you need to about product lifecycles by reading the work of Rogers or Moore, about customer by reading this portal.
But before you do any of these things, you should take a course on Business Ethics. That is the greatest challenge facing pharma reps today.
Graham Hill
Independent CRM Consultant
Interim CRM Manager
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