Bio Products Laboratory case study

Bio Products Laboratory (BPL) and Pilbeam worked closely together to develop a Customer Relationship Management system to address the special requirements of the pharmaceutical industry.

BPL's core issues were thoroughly addressed before proceeding with the system development. Firstly, from the perspective of medical staff, BPL was not presenting a united front. Sales Representatives in the field did not possess the necessary tools to organise their massive paper trail, and so the company was viewed as slow, inefficient & un-coordinated. In addition, from an internal point of view, it was very difficult to manage the sales force and ensure communication efficiency.

The Genesis system was developed to address these issues, by integrating data from various departments and IMS/Synavant. Suddenly, employees were empowered to work as a team and support each other! The effects were immediate:

• Turnaround time from weeks to days, and days to hours
• Massive awareness increase
• Visibility
• Consistency
• Professional image
• Efficiency

The overall outcome was a more focused effort and superior team performance through well communicated co-ordination, resulting in increased revenue.

In addition to the benefits of a traditional CRM system, Genesis addresses several aspects which are unique to the pharmaceutical industry, such as:

• The fact that doctors often hold multiple positions at multiple hospitals
• Visit reporting that can move with a doctor as they change certain positions
• Linking multiple customers to one report
• Daily monitor - at log-in, a compulsory field must be completed to log the type of activity for all previous days, which feeds into any activity reports
• Search facilities - by surname, department, speciality & account