Contact Center Solutions Featured Article

December 04, 2007

Datamonitor: CRM for Pharma Moving to SaaS

By David Sims


Datamonitor, which sells online data, analytic and forecasting platforms for key vertical sectors, asked 300 users of customer relationship management (CRM) technology in pharmaceutical and biotechnology companies across North America and Western Europe to rate CRM vendors in five areas: product quality, customer support, service capabilities, vertical specialization, portfolio depth, and service levels.
 
Putting the survey responses with its own market research, Datamonitor points to an industry trend towards the on-demand delivery model. "Namely," Datamonitor officials say, "end users of such products are more satisfied with customer support and services provided by SaaS (News - Alert) vendors rather than by traditional vendors."
 
The report states that "on-demand CRM vendors are making a lasting impact on the pharmaceutical CRM market. As such, Verticals onDemand is likely to play an important role in the new competitive landscape, offering an innovative product that seems to meet the industry's need like a glove."
 
Verticals onDemand, a vendor of Software-as-a-Service CRM products, is built on the Salesforce.com (News - Alert) platform. Verticals onDemand's VBioPharma CRM application is available in four editions for pharmaceutical sales teams -- managed markets, specialty care, primary care, and KOL managers.
 
The Datamonitor report also evaluated offerings from Cegedim Dendrite, Oracle (News - Alert), Salesforce.com, and StayinFront. VBioPharma sells a suite of SaaS CRM applications designed specifically for the pharmaceutical and biotechnology industries.
 
This past July Verticals onDemand officials said VBioPharma, which they called "the pharmaceutical industry's first Software as a Service CRM application for managed markets" was selected by Publicis Managed Markets, part of Publicis Healthcare Communications Group.
 
This marked Verticals onDemand's first sale of VBioPharma and "the first time an industry-specific CRM product has been applied to such a specialized area of pharmaceuticals as managed markets," vendor officials maintained.
 
PMM, a comprehensive services provider for managed markets, went with Verticals onDemand's VBioPharma Managed Markets Edition at the end of July.
 
Built on the Salesforce platform to deliver all the advantages of the SaaS model, VBioPharma was launched in early July.
 
Want to learn more about the topic covered in this article? Check out TMCnet’s White Paper Library, a collection of in-depth information on relevant topics affecting the IP communications industry. This information is free to registered users.
 
David Sims is a contributing editor for TMCnet, covering the customer relationship management (CRM) and call center industries. He also blogs for TMCnet here.


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