CRM in Pharmaceutical and Healthcare Marketing

The word CRM had gained a different connotation in the industry. The book was written by Shailendra Tripathi, a rich industry experienced sales & marketing professional and a management teacher explains the real meaning and relevance of CRM in pharmaceutical and healthcare business driving the importance of customer-centricity over product Centricity and thereby creating a long term Partnership over transactional relationship. The book captures the history of global pharmaceutical business and how Indian pharmaceutical and health care evolved from the era of charak and Sushruta to the modern era, Indian healthcare system, and emerging trends, the evolution of CRM from pre-world war era to modern era. The book addresses the challenge of customer defection and switching to competitors’ brands. It talks about various strategic tools for identifying right customers for CRM, retain and enhance the profitable business from them.