Case studies for success: the value of comprehensive customer data

Case study 1: The sales rep

The humble sales rep is a core ingredient in the success of any organisation. In the world of healthcare, sales reps need to deal with an ever-changing environment, one where contacts are constantly changing location and profession. With such volatility, the situation needs a reliable and up-to-date customer database to ensure a strict level of compliance and professionalism.

Unfortunately, many sales reps have to rely on unreliable and improper databases, systems that result in simple, everyday tasks becoming long-winded, complex affairs. A client meeting, for example, can transform into wasted time and effort if the client has moved on to different pastures.

The situation becomes even more complicated when considering the operation of many day-to-day data management solutions – ones that can prove difficult to update, resulting in a growing distrust in the system from company employees.

The solution: A real-time, current customer database that can be accessed at any time and from any location. The result is a better equipped team of sales reps capable of improved productivity and efficiency – thanks to the most up-to-date information on their clients – and huge savings in both time and money by avoiding obsolete meetings.

Most importantly, businesses can focus on their interaction with the right customers, at the right time and in the right way.

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Case study 2: The sales and marketing director

The role of the sales and marketing director is a varied one. Not only do they need to manage salesforce effectiveness, they also need to pay close attention to customer service and marketing activities. As a result, it’s difficult to uphold efficiency in any of these areas without having a consistent and accurate customer database.

However, this scenario is often the sorry truth for many sales and marketing directors. Thanks to inaccurate or poor quality customer data, effective multi-tasking becomes a genuine challenge, often resulting in negative implications for commercial operations.

For instance, duplicated customer data can lead to difficulties with marketing campaigns as it is difficult to effectively analyse customer data and circulate marketing materials, resulting in marketing budgets taking a big hit.

In terms of marketing teams, a customer database that is ill-equipped to capture data changes can result in masses of unanswered applications and a resulting loss of trust in the system itself.

The solution: An open, global platform, which is easy-to-use and understand, that contains continuously updated and verified customer information.

Such a system helps sales and marketing directors achieve much greater success with their commercial activities while dramatically cutting costs spent on sending marketing materials to the wrong places.

Add to that a renewed sense of trust in the system for employees as field data requests are turned round in record time.

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Case study 3: The Medical Science Liaison

The Medical Science Liaison (MSL) is vital in establishing and maintaining relationships between companies and key opinion leaders (KOLs). As their role is heavily communication-based, MSLs need to ensure they are equipped with the latest insights taken from a comprehensive KOL database.

Often however, what seems a logical requirement for any MSL to adequately carry out their role is non-existent, and they have to aggregate information about KOLs from their own extensive research. This process is far from easy – KOLs tend to be a constantly mobile set of individuals, meaning time that could be used to improve engagement with existing contacts is instead wasted tracking down and organising meetings with KOLs.

The solution: MSLs need an accurate and complete depiction of their KOL contacts, one that provides them with high-quality, real-time KOL information. The inclusion of a constant, steward-led validation service further streamlines the process, leading to better, more effective and tailored interactions between MSLs and their desired contacts.

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Case study 4: The compliance officer

In today’s healthcare ecosystem, compliance is a major concern for all businesses in the field. In tandem, the role of the compliance officer is as important as ever. From tracking aggregate spending from an individual practitioner point of view to calculating company expenditure, compliance officers need to abide by tight regulations and guidelines to fulfil their role.

Such an important process is far from easy however. Company practitioners are often located in a number of different countries, making the gathering of their expenditure a long and drawn-out endeavour, while multiple data sources add a layer of complexity to what is already a frustrating task for many compliance officers.

With constant monitoring from health authorities such as the European Federation of Pharmaceutical Industries and Associations (EFPIA), a compliance officer struggling to maintain their role puts the life science company at considerable risk of fines and damage to their reputation.

The solution: A single-source database that comprises all practitioner and company spending is the ultimate solution for compliance officers. Using a comprehensive, accurate database of this nature removes the stress and hassle of the process, leading to a more efficient and more confident compliance officer.

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