As the world of life sciences spins at what can feel like out-of-control speed, sales and marketing teams in the industry forge ahead in their quest to find the holy grail of technology solutions to give them the competitive advantage they need.
Their search for systems that will make on-the-job life easier and more productive continues in earnest. There are even some who say they may have found the answer, and for them it somewhat surprisingly lies just on the other side of their CRM.
When Your CRM Isn’t Enough on Its Own
While most companies already have a CRM in place, their people still find that they need something additional in place to help them quickly identify opportunities and act on them. That’s because the truth is that while CRMs can be great at tracking information, they are typically not designed to facilitate sales processes. As a result, CRMs are not well suited to help sales professionals leverage much of the most valuable data they have available including coverage data, demographic information, doctor level preferences and more. In a recent survey conducted by our friends at WBR, 50% of life sciences respondents said their sales team was not prompted and enabled to act on key market access opportunities as soon as they arise, but wish they were.
Med reps need to be equipped to do more than just track information in today’s challenging sales environment. They need to be able to identify the biggest opportunities and have customer centric tools readily available to act on them. In today’s era of personalized selling, true data integration and the right technology system become the new master keys that make it possible to take data and easily and compliantly customize it.
This is how sales enablement tools like the ones designed by elandas and others save sales and marketing teams hours, days and in some cases weeks of time once wasted on administrative tasks that are now automated. Teams also find they have new competitive advantage as it becomes easier and faster to find the data they are looking for and create the materials they need on demand.
When it comes time to evaluate the need for a sales enablement tool verses a CRM on its own – ask yourself:
ARE our sales, marketing, managed markets and analytics teams working cohesively to ensure the best possible patient outcomes and HCP engagements?
IS our sales team equipped to engage with docs in the most relevant and value adding way every time?
DO we have ready-to-use templates accessible that have compliant and pre-approved copy and design elements available to create customer-centric sales aids?
CAN we quickly and easily customize formulary and access grids at the most granular level of data we have access to?
CAN we capture internal intelligence and easily integrate multiple data sets, and do we have safeguards in place to ensure data reliability?
DO we have a system that incorporates responsive design, and automatically adapts content for print, email, online and mobile devices?
DO we have a way to track asset utilization by rep and by territory?
DOES our current process prevent dependency on a particular data or printing vendor?
IS our current technology easily and economically adaptable to changes in processes that are inevitable in today’s dynamic industry?
DOES our current way of doing things shorten customized printing production from weeks to days and allows for digital output in real time?
Remember, sales enablement tools are not the same as a CRM. They give med reps more time to sell and better ways to do it. Help your team expedite administrative tasks, identify sales opportunities and easily create compelling materials which will ultimately result in greater impact with their customers.
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