Mobile Intelligence: The Way Forward For Indian Pharma CIOs

The pharmaceutical sector demands collaboration between teams and departments, which are within and outside the organisation, such as the marketing team, medical representatives, the sales team, healthcare professionals, doctors, chemists and so on.

Mobile intelligence is an emerging area in this sector, which enables these multiple stakeholders to collaborate seamlessly. In an interaction with Biztech2.0, Adil Vazifdar, Director, Cegedim Dendrite- India, speaks about Mobile Intelligence 5.0, the company’s offering in this space.

Please talk about the current challenges faced by the Indian pharmaceutical sector. How does the Cegedim Dendrite CRM solution and Mobile Intelligence 5.0 help overcome these challenges?

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The Indian pharmaceutical market is one of the most complex and competitive markets in the world today. With an estimated population of over six lakh doctors, similar number of chemists and more than 60,000 distributors and wholesalers; pharma companies are faced with the challenge of getting their products prescribed by the physician in the most effective way, especially given the low margins. Further complicating the entire picture is the fact that companies are investing in doctor detailing and promotions, but are unable to track the returns from these investments.

Mobile Intelligence which has been created for the pharmaceutical industry helps companies overcome these challenges by providing tools to help medical representatives and managers plan and execute their calls more efficiently. It supports the capability required to handle complex relationships between the company and its customers and stakeholders. The solution also enables the measurement and tracking of Key Performance Indicators, required to manage the sales and marketing effectiveness of the company.

How does Mobile Intelligence 5.0 fulfill region-specific needs of the Indian pharmaceutical market?

Multinational Companies and the domestic pharmaceutical companies are looking at different aspects of sales-force effectiveness depending on the maturity of CRM adoption and their growth plans in the country. Some are looking at improving productivity of calls through better planning and coaching, while others are looking at improving productivity by better communication between sales and marketing, and better targeting and segmentation. Others are looking at focusing on specialty care depending on the launch of new products in certain therapeutic areas.

Mobile Intelligence with its dedicated offerings around all these areas enables companies to capture data easily and build institutional knowledge. In a country as large as India, it is important to share information within a team as also between teams. It provides easy- to-use tools to increase sales effectiveness by improved segmentation and targeting.

How does Mobile Intelligence 5.0 help in collaboration between various departments?

Mobile Intelligence is a fully integrated system that reflects the work processes of sales, marketing and medical liaison organisation. It enables them to communicate, collaborate and share information effectively about their customers, affiliations, distributors, key opinion leaders, product campaigns and so on. Mobile Intelligence enables companies to seamlessly get a 360-degree view of their customers, including all interactions with the customers.

How is Mobile Intelligence 5.0 implemented at the user’s end?

Mobile Intelligence is a modular system. Customers have the flexibility of choosing the functionality that is most suited for various roles in the organisation and diverse teams. Similar flexibility is provided from a technology perspective, since the system is available both as a SaaS (software as a service) offering and an on-premise solution. It is also available on various devices, including, desktops, laptops, netbooks and mobile devices like PDAs, Blackberry and the iPhone.

How have you priced the offerings?

Pricing is a function of various parameters, including features used and the on-going services chosen. The services can include hosting and end-user help desk. We offer a perpetual license option as well as a rental fee option.