CRM for Life Sciences Manufacturing
The technology you use to manufacture your state-of-the-art products is more advanced than ever before. It’s time to manage your customer relationships with the same caliber of technology.
CRM can help you provide differentiated customer/supplier experiences that sets you apart from your competitors.
Within the life sciences industry, a customer relationship management system facilitates customer interactions across clinical, safety, support, sales, and marketing operations. In addition to increased competition, decreased margins, and more fragmented customer communication channels, your industry faces several unique challenges. For one, market access strategies such as how to expand beyond existing geographic and industry sector boundaries to deliver an increased product portfolio to more customers in more markets. You also face special regulatory considerations for marketing and promotional materials. These and other such challenges to your industry impact revenue generation and are areas where a custom CRM system and strategy can deliver a targeted solution for your firm.
A few of our clients in the life sciences manufacturing industry:
Key Considerations for CRM for Life Sciences Manufacturing
Segmentation can be critical for nurturing sales relationships and managing marketing campaigns. CRM allows you to segment Accounts by National/Key Accounts, Distributors, Dealers, Product Influencers/Specifiers, End/Secondary Customers, Suppliers, and Partners. Tracking End/Secondary Customers allows you to manage companies or people to whom you’re not directly selling but still use your products, maybe purchased through a distributor.
You know that the key to success is focusing your limited resources on the projects with the greatest chances of winning and profits. A CRM system helps standardize the sales process and tracks key data on all bids in the pipeline. A 360-degree high-level view provides management with the insight to help sales teams identify the most promising projects, delegating efforts and resources accordingly. Additionally, CRM can help by pinpointing where to maximize profits and identifying unprofitable projects based on factors like project type, geography, local competition, or client. You can then develop a process to evaluate bids against multiple criteria to determine if the company should pursue that work.
Customer and distributor/reseller portals are becoming more and more important with most manufacturing firms, and life sciences manufacturing is no exception. Self-service portals provide a platform for distributors to do everything from placing orders, looking up product status, trouble tickets, distributing leads to distributors, etc. It’s challenging sometimes to identify your end users when your product is sold through a distributor network, but a portal can increase visibility by providing a place for the distributor to track information, while sending data back to the manufacturer. Distributors should even be encouraged to place orders on the portal so that data goes directly into critical systems (though this requirement falls by the wayside in initial deployments). On the service side, dealers and distributors should be able to log any kind of customer issue through a portal, effectively handing the issue off to the service arm of your organization.