7 Signs Your Life Sciences CRM Is Clouding Your Strategy

It’s been nearly a decade since the first sales reps walked into doctors’ offices armed with the first iPads. Back then, this was innovative, and with a few interactive digital detail aids, the novelty of this “closed-loop-marketing” capability created new opportunities for customer engagement. Back then moving the CRM to the cloud was also a great business case in itself.

Today, customer expectations and field force needs are very different. An app with animated slides built-in and some basic features such as call planning, sample tracking, the ability to capture meeting details, and the few digital features that have been added on since then like triggered email and next best action, aren’t enough to keep your customers engaged and your field and medical experts motivated. The “move-it-to-cloud” cloud business case has also run its course.

Adapting to the New “Digitally Savvier” Normal

The field force from primary care and specialty reps to MSLs, KAMs, and other types of modern roles now need more intelligent tools to keep up with their digitally savvier customers. By 2020, it’s expected that 67% of HCPs will be digital natives, which means, in just a few years’ time, all medical doctors who graduated after 1995 will represent two-thirds of all HCPs and will prefer information and services delivered to them digitally and in perfect coordination with analog ways for a wholesome customer experience.


​As such, there is no time like the present to start gearing up for these higher digital expectations, if only to get ahead of your competition. It’s not just about having more multichannel capabilities and just capturing the “move-to-cloud” cloud benefits; to keep up with these new customer expectations and field force needs, omnichannel must climb completely new heights, new compliance issues like consent and privacy need to be addressed, even all the surrounding operations such as content creation and data management must also make giant leaps toward modernization. With this in mind, and after several discussions, surveys, and industry insights, we have gathered a list of top reasons why most life sciences leaders are looking to move to a more modern CRM.​

1 - Doesn’t Meet the Needs of Many Markets

Not all markets are made equal. Several markets have important field force and compliance needs that are very different from others. For example, China uses WeChat fo