Pharma Sales Force Improves Targeting and Segmentation with CRM on iPad

By Jessica Binns, Contributing Editor — May 11, 2012

Laboratorios Rubió Spain has implemented Cegedim Relationship Management's Mobile Intelligence for iPad as a cloud-based service for its sales force and account managers, including both field and home office users, in order to leverage functionalities that better control operational efficiency, and enhance targeting and segmentation strategies.

Laboratorios Rubió Spain is a family-owned specialty pharmaceutical company whose key mission is to research, develop and distribute high-value therapies for patients with unmet needs concerning low prevalence conditions.

End-to-End CRM Innovation Enables Superior Cost Control and Improved Stakeholder Interactions in Deeply Cost-Controlled Healthcare Environments

Spain is currently experiencing significant governmental budgets cuts on drug expenditures. As a result, life sciences companies in Spain must navigate a fully restructured stakeholder network in combination with the challenges associated with the increased popularity of generic alternatives. Many branded providers now demand technology solutions that will help them maintain greater control over operational costs and reconnect with multi-channel decision makers.

Cegedim Relationship Management's Mobile Intelligence for iPad gives Laboratorios Rubió an end-to-end cloud-based solution featuring tools for superior control over costs at all levels of their pharmaceutical business structure. Furthermore, the solution delivers robust profiling, planning and targeting modules that foster deeper understanding of their customers' behavior, activities and networks. And in combination with OneKey, the most consistently updated database with over 8 million Healthcare Professionals (HCPs), Laboratorios Rubió can now perform better targeting and segmentation strategies via product/market-specific data to enable stronger relationships within Spain's complex stakeholder structure.

"Proven local market knowledge and experience, a customer focused culture and revolutionary cloud-based mobile solutions were key factors in selecting Cegedim Relationship Management," said Elena Echarte, CRM manager and commercial controller, Laboratorios Rubió Spain. "Along with access to the OneKey database and post sales integrated services, Cegedim's host of pharma solutions is enabling our company to optimize client interactions, advance market intelligence and holistically improve commercial performance while mitigating costs."


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