Transforming Biopharma How CRM can help pharma break barriers and transform customer engagement
Apr 18, 2025
Srihari Sarangan, a leader in commercial model transformation, Namita Powers, a pioneer in personalized customer engagement, and Omer Hancer, an expert in identifying barriers to engagement, dive into revolutionizing pharma customer interactions. They discuss why now is the time for CRM systems to take center stage, addressing barriers like unmet needs and pricing issues. Highlights include the vital role of field feedback for agile learning and innovative CRM strategies that enhance collaborative efforts, driving tailored solutions for effective patient engagement.
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Ownership Key to Pharma Personalization
- Pharma struggles with personalization because everyone and no one owns the customer today.
- Centralizing knowledge about customers and using it across roles enables better strategy and barrier-driven selling.
Barriers Span Broad Dimensions
- Barriers to prescribing pharma products are broad and go beyond efficacy, including operational and economic hurdles.
- Understanding these diverse barriers deeply is critical to shaping effective customer engagement.
Content Gaps on Pharma Barriers
- Less than half of the identified 180 pharma barriers have corresponding targeted content today.
- Pharma marketing content tends to focus mainly on a few product-centric barriers like efficacy and safety.