Customer Relationship Management at Organon France

Published 31 May 2005
Reference 5269
Topic Marketing
Industry Pharmaceuticals
Region Europe
Summary

Organon France is the first company to implement a physician-focused customer relationship management (CRM) system. The case describes the different channels through which Organon communicates with physicians, the rationale and metrics for the CRM system, the main steps in CRM implementation, and the issues arising during the actual utilization of the system by the sales force and marketing.

Teaching objectives

The case aims to describe: � Issues arising from multiple channels for communicating with the same customer. � Potential contribution of CRM for improving customer targeting, communication tailoring, and communication channel synchronization. � Critical issues for successful CRM system implementation. � Potential impact of CRM systems on organization structure, the roles of marketing and sales, and the changing skill profile of marketing and sales staff.

Keywords
  • RD0505
  • AR2005
  • AR0405
  • CUSTOMER RELATIONSHIP MANAGEMENT
  • CRM
  • PHARMACEUTICALS
  • MARKETING
  • SALES FORCE
  • TECHNOLOGY ADOPTION
  • HMI
  • Healthcare Delivery and Management