In the Healthcare and Life Sciences industry, specifically in the biotechnology sector, timely and effective communication can distinguish between groundbreaking success and missed opportunities. This case study explores how to redefine communication and customer experience through modern technologies thanks to CRM for Pharmaceutical Representatives and a system for handling drug reports and inquiries. With the fundamental goal of facilitating seamless interactions among doctors, nurses, patients, and internal stakeholders, the implementation of a tailored CRM system was initiated to address the need for efficiency and reliability in managing customer inquiries and reporting drug effects.
Our client, a division of a global Healthcare and Life Sciences (HLS) company, is a pioneering biotechnology company headquartered in South San Francisco, renowned for its groundbreaking research and medicines in various therapeutic areas, including oncology, immunology, and neurology. Founded in the late 1970s, this firm was among the first to successfully express complex proteins using recombinant DNA techniques, paving the way for a new class of therapeutics. Throughout its history, the company has consistently been at the forefront of scientific and medical innovation, with a commitment to addressing medical needs and improving patient outcomes.
The client sought a way to provide fast and reliable information to their business partners and customers, such as doctors, nurses, patients and internal stakeholders (from different entities). The fundamental goal was to speed up responses and facilitate the work of call centre employees who manage all inquiries.
In the biotech industry, timely and accurate information is crucial. It can be the difference between receiving appropriate care and facing delays or complications for patients. Quick access to relevant data ensures better decision-making by doctors and nurses. Manual or slower methods of fetching information are prone to errors, which can significantly affect healthcare. Automated, reliable software reduces the likelihood of mistakes and increases operations’ efficiency.
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Local legal regulations
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Many integrations with other systems
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Transferring requirements 1 to 1
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Users from different time zones
The task was to create and implement an application that would be fully responsive to track interactions with HCPs, patients and business partners. Craftware created a significantly customised console based on the Salesforce Service Cloud for handling enquiries and requests and drug side effects reports. Thanks to the features, all contacts with the company are tracked, regardless of whether the doctor or the patient calls. Offering fast and accurate information can give an organisation a competitive advantage over others that may still rely on slower, traditional methods of finding and disseminating information.
Additionally, the system was widely integrated with many other systems and solutions:
- Sharepoint
- Talix – a data source indexing machine that allows one to search those sources
- SFA – the main customer’s SFDC org, and most applications integrate with it
- .NET app – which merges and converts documents
- MDM – centralised physician database that ensures that the data stored in the client’s system is correct and up-to-date
- Live chat – an inquiry is created based on conversations
Faced with challenges such as compliance with local legal regulations, integration with various systems, and accommodating users across different time zones, the company partnered with Craftware to create a solution tailored to its unique needs. The resulting application, based on the Salesforce Service Cloud, has been a linchpin in handling inquiries, managing drug side effects reports, and tracking interactions, providing a competitive edge in a sector where timely and accurate information is crucial.
During the project, the Craftware team overcame the challenges of using a system initially only available in Beta, requiring constant customisation to meet evolving needs. Despite these challenges, the commitment, attention to flexibility and quality led to continuous development of the project. Within the same organisation, new sub-projects are consistently being initiated, highlighting the system’s scalability and client satisfaction with the quality of service and the willingness to develop the system further.
Thanks to the project – implementing a fully responsive application that allows our client to manage the entire customer service process, a better customer experience was achieved. A centralised system ensures that all parties receive consistent and updated information.
- Tracking all interactions (e.g. communication, meetings, inquiries about the effects of drugs) between doctors and agents on the customer side.
- Ticket management thanks to integration with many systems. The complete communication history is saved manually in the system (there is no distinction between communication channels).
- Possibility to complete a “response package”, i.e. a set of information that can be sent to the reporting person quickly.
- Elevated communication between Healthcare Professionals, patients and customer service.
- Call centre employees can handle more inquiries in less time as they have immediate access to the needed information.
- The system comes with analytics features that help further improve the services.
- As the organisation grows, a console solution can be scaled to meet the rising demand
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This case study exemplifies how innovation, collaboration, and a dedication to excellence can overcome challenges and lead to transformative solutions, setting a new benchmark in healthcare communication and customer experience in the biotechnology sector. The learnings and successes from this project pave the way for future advancements and underline the value of tailored CRM solutions in enhancing communication, decision-making, and overall healthcare service delivery.
Service Delivery Team Manager
sales@craftware.com
