CRM in Pharmaceutical and Healthcare Marketing: Creating a long-term partnership over transactional relationship

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Clever Fox Publishing, May 21, 2020 - Business & Economics
21 Reviews
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The word CRM had gained a different connotation in the industry. The book written by Shailendra Tripathi, a rich industry experienced sales & marketing professional and a management teacher explains the real meaning and relevance of CRM in pharmaceutical and healthcare business driving the importance of customer centricity over product centricity and thereby creating a long term partnership over transactional relationship.

 

The book captures history of global pharmaceutical business and how Indian Pharmaceutical and Health Care evolved from the era of Charak and Sushruta to modern era, Indian healthcare system and emerging trends, evolution of CRM from pre-World War era to Modern era.

 

The book addresses the challenge of customer defection and switching to competitors’ brand. It talks about various strategic tools for identifying right customers for CRM, Retain and Enhance the profitable business from them.

 

The economics of CRM has been simplified for better understanding and terms like Net Present Value of future profit from customer and its relevance, decision to customer targeting and selection based on Choice Matrix, running loyalty program for different set of customers based on Loyalty Matrix. The concept of Activity Based Costing is simplified and explained how it can be applied in marketing for better return.

 

How to create a superior customer experience, specially in an industry where execution has been a black spot. Therefore measurement of marketing effectiveness has been subjective. The book has captured various CRM tools and features of Sales Automation and Marketing Automation systems. You can learn about creating a quality content and superior customer experience, increasing the overall marketing effectiveness that is the need of the hour.

 

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At first I thought this book wasn't my type, it sounded too preachy and I am not a studious person.
But as I kept reading through the pages, the book gathered some pace and magic began to unfold.
I
believe that this book is important for all the marketing students. This book is alot relatable than I expected it to be, it helped me to understand a lot of thing.
I gave this 4 out of 5 because I hope there is always some improvement require in life.
 

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Everything you require to understand how Healthcare companies sustain loyalty to their customers, target them and how tailoring products and services to their customers wants and need using CRM.✌✌

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Selected pages

Contents

Overview of Customer Service and Relationship Marketing
11
Pharmaceutical Business Environment and Need of CRM
31
CRM Process and Approach
44
Customer Satisfaction and Relationship Value
59
Customer Loyalty and Retention
79
Cross Selling and Upselling
92
Marketing Automation and Multichannel Marketing
123
Copyright

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