Gedeon Richter representative office based in Lithuania was the pioneer user of PharmaCODE, our CRM solution. Gedeon Richter Plc. is the largest pharmaceutical company in Hungary, established by pharmacist Gedeon Richter in 1901. Today it is a leading player in pharma field with a worldwide presence through its representative offices and subsidiaries in 30 countries.
”After we started using PharmaCODE, I have noticed that the relationship of reps and our customers improved.“
Gedeon Richter Lithuania started using PharmaCODE in 2008, when an application was launched. It did not take long for the head office to realize how this investment improved the company’s performance and helped to maintain a high competitive advantage. Soon after, representative offices in Latvia and Estonia became PharmaCODE users as well.
“After we started using PharmaCODE, I have noticed that the relationship of reps and our customers improved,” says Vytautas Padolskis, Country Manager in Gedeon Richter Lithuania.
Better relationship leads to higher sales volumes, through time saving, more effective identification of customer needs, customer differentiation according to their potential, better understanding of specific customer requirements etc. Better customer understanding leads to improved marketing strategy which immediately boosts the sales.
However some time later, representatives noticed that the gap between a representative and a customer started to expand instead of shrinking. What was the reason? How to find a solution, which would help to undergo changes and achieve better results in the field?
Vytautas Padolskis was looking for a solution, but the solution found him. By that time, PharmaCODE new module called Closed Loop Marketing (CLM) was introduced. Representative office in Lithuania was among the first ones to try the CLM module. For the second time the company tested innovations that emerged in pharmaceutical market and were introduced by SoftDent. They have added this module into their PharmaCODE application together with a representative office in Latvia.
It was very a challenging step that Gedeon Richter took making this decision. Since CLM was spreading wide in pharmaceutical industry, many companies chose to implement this cutting-edge tool for the wrong reasons. Since it is a completely new tactics, or a new channel for reaching your customers, marketers must re-learn how to market.
Through the combined experience, after CLM implementation Gedeon Richter improved in four major categories:
Improved marketing and sales responsiveness
According to eDetailing statistics the content was redeployed. As a result, utilization of the tactics improved person calls from 20% to 80% because representatives delivered targeted messages with personalized content to their customers.
More empowered sales force
49% of representatives found that CLM tool enabled them to have longer calls with the physicians. They also had to admit, that tablets are really useful and effective sales tools. Observing feedback and approaching customers with personalized content, conversation evolved in a more personal manner, which was the major reason of reps success.
Expanded customer access
Most physicians, who previously decided to block sales representatives from their offices, did so because they found the interactions uninformative, repetitive and boring. CLM engaged these hard-to-see physicians by providing them a personalized, interactive experience. This led many offices to reopen their doors to pharma reps thus increasing face-to-face time during their visits.
Impact on brand sales
Sales of Gedeon Richter manufactured products increased by ~20%.
The above results and personal experience of Gedeon Richter representative office can attest that SoftDent provides a mature CLM module, which can add value to the customers.
As Vytautas Padolskis, says: “If you want to be the best or one of the best players in the pharmaceutical market, you need to act quickly and make the right decisions as fast as you can. If you are not one of them, your window of opportunity is closing fast”.
“If you want to be the best or one of the best players in the pharmaceutical market, you need to act quickly and make the right decisions as fast as you can. If you are not one of them, your window of opportunity is closing fast.”