HCP CRM Best Practices…The Chupacabra of Pharmaceutical Marketing

In the south, we have our version of Bigfoot called the Chupacabra. One of those elusive creatures…rumored to have been seen, but with little to no documented evidence to testify to their actual existence. If you think about it, this is really what CRM programs directed to health care providers are all about.

Sightings are popping up all over – nearly every client we work with has mentioned that their agency is pushing for some web-based initiative to MDs or Nurses that comes directly from the pharmaceutical company. Most of these are on the unbranded side as the risk threshold appears to be somewhat lower and the supposed acceptance rate among HCPs goes up. But where are the best practices for this type of program? The truth is, you’ll have a hard time finding one and so will your agency if you ask them to show you what others in the industry are doing.

Before you embark on a HCP CRM program, insist on evidence to support the effort and make sure it goes beyond anecdotal reports.