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25BMR




Products & Services Medical Affairs Medical Science Liaison

Challenges and Effective Practices for Optimizing a Customer Relationship Management System for Field Medical Teams

ID: POP-334


Features:

21 Info Graphics

27 Data Graphics

280+ Metrics

16 Narratives


Pages: 58


Published: 2020


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Customer relationship management (CRM) tools can be used effectively by field medical teams to capture and present an array of critical medical insights during interactions with healthcare practitioners. Unfortunately, many organizations utilize CRM tools that cater to commercial business needs and don’t align well with the needs of medical science liaisons and other Medical Affairs team members.

The future of CRM value for field medical teams lies in understanding how best to utilize these data management systems to not only deliver positive impact to the medical strategy but also demonstrate it effectively.

Best Practices, LLC undertook this benchmarking research to identify the key challenges and effective practices for optimizing a customer relationship management system for field medical teams. The report informs Medical Affairs leaders about current trends and applications around CRM utilization, innovative support and management for field-based medical teams.

Industries Profiled:
Pharmaceutical; Medical Device; Biotech; Biopharmaceutical; Manufacturing; Consumer Products; Diagnostic; Consulting; Health Care; Clinical Research; Laboratories


Companies Profiled:
Adamas Pharmaceuticals; Alcon; Alkermes; Amgen; Arvelle Therapeutics; Bayer; Boehringer Ingelheim; Clovis Oncology; Daiichi Sankyo; EMD Serono; GlaxoSmithKline ; Harmony Biosciences; IQVIA; Kyowa Kirin; LEO Pharma; Merck; MyoKardia; NextGen Healthcare; Novartis; Novo Nordisk; Orchard Therapeutics; Sage Therapeutics; Sanofi; Santen; Takeda Pharmaceuticals; Terumo Corporation; Teva Pharmaceutical Industries Ltd; TRPharm; UCB Pharma; Vertex Pharmaceuticals

Study Snapshot

Best Practices, LLC engaged 31 leaders from 30 leading biopharmaceutical companies in this research through a benchmarking survey. Over 60% of participants serve at the director level or above. Deep-dive interviews were conducted with selected study participants. Study data is segmented by mid/small vs. large pharma; US/Global+US vs. EU facing teams to offer multiple lenses on strong performance.

Key topics covered in this report include:

  • Field Medical Team CRM Utilization
  • Field Medical Team CRM Support
  • Field Medical Team CRM Management and Budget

Key Findings

Select key insights uncovered from this report are noted below. Detailed findings are available in the full report.

  • It is common to have a dedicated CRM for medical, especially for US and large pharma: While most participants (55%) share their CRM system with other functions, 45% have a medical-dedicated CRM; as do 42% Global+US/US Segment and 54% of the Large Pharma Segment.
  • Medical operations position not prevalent but seen as strengthening CRM effectiveness:
    • Only a quarter of all participants and Global+US/US-Only segment have a medical CRM operations position.
    • Those with a medical operations position spoke of its value to the FMT and medical function, in general, because it provides a dedicated way to improve FMT utilization and insights generation of the CRM system.
Table of Contents

Sr. No.
Topic
Slide No.
I.
Executive SummaryPg. 4
Study OverviewPg. 5
Study FindingsPg. 6-8
II.
Study Participants, Objectives and OverviewPg. 9-13
III.
Key FindingsPg. 14-16
IV.
Field Medical Team CRM UtilizationPg. 17-29
V.
Field Medical Team CRM SupportPg. 30-40
VI.
Field Medical Team CRM Management and BudgetPg. 41-49
VII.
Voices from the FieldPg. 50-57
VIII.
Best Practices, LLCPg. 58

    List of Charts & Exhibits

    I. Field Medical Team CRM Utilization

    • CRM system utilized by field medical teams (FMTs) – Total benchmark class
    • CRM system utilized by field medical teams – Segmented data by company size and region
    • Unique medical features in the CRM system utilized by field medical teams
    • Interview narrative around the key medical feature for CRM
    • Effectiveness of CRM platform for field medical teams – Total benchmark class and segmented data by region
    • Effectiveness of CRM platform for field medical teams – Segmented data by company size
    • Missing/difficult-to-use features in the CRM systems utilized by FMTs
    • Interview narrative around the key ability for CRM in 2021
    • Presence of dedicated/independent CRM system for field medical teams
    • Shared CRM system with internal functions – Total benchmark class
    • Shared CRM system with internal functions – Segmented data by company size and region
    • Types of field medical CRM information accessible to Commercial

    II. Field Medical Team CRM Support

    • Dedicated support for field medical CRM platform
    • Interview narrative around dedicated IT support for field medical CRM
    • Role reporting for field medical CRM support; Outsourced services for field medical team’s CRM system
    • Effectiveness of support for field team’s CRM – Total benchmark class
    • Effectiveness of support for field team’s CRM – Segmented data by company size and region
    • CRM support activities for field medical team – Total benchmark class
    • Interview narrative around utilizing a particular CRM system to generate reports and handling reporting
    • Top three CRM support activities for field medical team – Segmented data by company size and region
    • Time spent on generating each report from CRM data
    • Time taken for CRM updates

    III. Field Medical Team CRM Management and Budget

    • Reporting and analytics support and location for field medical team CRM
    • Interview narrative around effectively utilizing a CRM system to show the value of a FMT
    • Budget ownership for field medical team CRM
    • Annual budget for field medical team CRM
    • Medical CRM operations position – Total benchmark class
    • Medical CRM operations position – Segmented data by region
    • Interview narrative around effectiveness of dedicated CRM operations support
    • Interview narrative around the benefits of having a dedicated medical operations position

    IV. Voices from the Field

    • Interview narrative around platforms used by MSLs for video meetings
    • Executive narrative around using CRM to demonstrate medical value
    • Interview narrative around CRM usage policy for MSLs
    • Executive narrative around desired CRM capabilities for field medical teams
    • Interview narrative around keys to successful utilization of CRM system by FMTs
    • Executive narrative around winning resources to boost CRM capabilities for field medical teams
    • Interview narrative around requisite metrics in a dashboard to measure FMT value