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Market Research Report
Customer Relationship Strategies in Medical Device & Diagnostic Industry - Role of CRM and Knowledge Management
| Published by |
HBS Consulting |
| Published |
December, 2005 |
Product code |
35239 |
| Content info |
103 pages |
| Price |
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This publication has been discontinued on July 19, 2011.
Abstract
Customer Relationship Strategies in Medical Device Industry - Role of CRM and Knowledge Management
"Customer Relationship Strategies in Medical Device Industry - Role of CRM and
Knowledge Management" will be of particular value to business development,
marketing and top-line corporate personnel in the medical device industry who
are seeking to gain competitive advantage through enhanced knowledge and
relationship strategies. This Strategy Review describes how medical device
companies are using these strategies to better:
- identify up-sell and cross-sell opportunities
- identify partnership and collaborative agreements for new product
development
- identify creation of profit from interaction with key opinion leaders and
influencers
- realise increased collaboration with distributors to promote channel
efficiencies
- create more highly trained, motivated and pro-active sales forces
- apply customer segmentation strategies to positively impact the bottom
line and
- manage employee knowledge to drive innovation
Executive Summary
Healthcare Providers & Medical Technology The healthcare finance crisis
globally has important ramifications for medical technology companies. In each
member state of the European Union, health services are beginning to
commission studies to explore the cost effectiveness of healthcare products.
This means that the manufacturer needs to demonstrate a product's safety and
clinical efficacy through health technology assessments (HTA) and demonstrate
a product's cost-effectiveness within this process. Similarly, product
selection - previously the responsibility of clinicians - is becoming the
responsibility of administrative personnel who manage hospital purchasing
agreements, and who tend to ignore features and benefits in favour of securing
lower prices or meeting practice guidelines and protocols. As a result,
manufacturers are expected to broaden their marketing style from an emphasis
on the clinical features and benefits of products to the fulfilment of the
organisational needs of national healthcare delivery systems. Finally, as
private expenditures increasingly make up the difference between the need for
high-technology products and reductions in healthcare spending, manufacturers
will need to market affordable products to both the public and private sectors.
Table of Contents
1) Executive Summary
- Current Technologies and Process Concepts
- Assessing the Benefits of CRM in the Medical Technology Sector
2) Introduction
- Customer Lifetime Value
- Knowledge is power. The interplay between Knowledge Management, Customer
Knowledge Management , Customer Relationship Management and Business
Intelligence ?
- Customer Relationship Management (CRM)
- Knowledge Management (KM)
- Prosumerism
- Team-based co-learning
- Mutual innovation
- Communities of Practice
- Joint IP/ownership.
- Customer Knowledge
- Customer Knowledge Management
- Business Intelligence (BI)
- Competitive Intelligence
- Technology and Product Development Intelligence (TPDI)
- Customer Segmentation
3) Implementing and Assessing CRM in the Medical Technology Sector
- Implementing a CRM Strategy in the Medical Technology Sector
- Determine Organisational Goals & Create Realistic Objectives
- Identification of Budgetary Requirements
- CRM Solution Vendor Selection
- Types of CRM
- Hosted CRM
- Hybrid CRM
- Modular CRM
- Vertical CRM
- Barriers to Implementing CRM
- Case Study: Cardinal Healthcare
- Case Study: KaVo Dental GmbH
- Case Study: Lake Region Manufacturing, Inc
4) Knowledge and Relationship Management Solutions in the Medical Device
Industry
- CRM in Healthcare - Information About the Customer
- Medical Devices and Rationale for CRM
- CRM Applications in Small, Medium and Large Enterprises
- CRM and Medical Devices & Instruments
- Communicating product value
- Persistent Scepticism Can Delay Implementation of CRM
- Driving innovation through a mix of customer knowledge management, CRM and
KM - a case example featuring Cordis Corporation.
- Interview planning
- Data gathering
- Organising and ranking outcomes-based data
- Using outcomes-based measurement to re-ignite the innovation process.
- St Jude Medical 56
- Conceptus
- CRM and Medical Equipment & Systems
- Hill Rom - The role of customer segmentation in creating business value
- Building a customer segmentation model
- Remedial action
- Results
- The role of relationship management in shaping the sales strategies of
diagnostic imaging companies
- Siemens Medical Systems
- Siemens Medical Systems - Reorganising sales and service
- Varian Medical Systems
- Elekta AB
- CRM and Medical Supplies & Distribution
- B Braun Medical UK Ltd
- Paul Hartmann
- Tyco Healthcare (France)
- Fresenius Medical Care
- CRM and Medical Diagnostic Systems
- Case Example: Biosite Incorporated
5) Corporate Culture and Relationship Management
- Implementing Corporate Culture Change
- Creativity and Corporate Culture
- Difficulties in Changing Corporate Culture:
- Rapid Change Process in Corporate Culture
- Corporate Culture Change and Philips Medical Systems (PMS)
- CRM Implementation and Culture Change at B Braun Medical Ltd
6) Utilizing Customer input to achieve the End-Goal of Product/Service
Innovation
- Stimulating Creativity - Fostering Innovation
- Strategies for Sustained Innovation
- Characteristics of Innovative Companies and CRM Opinion Leaders as an
Important Source of Novel Product and Service Concepts
- Innovation in the orthopaedic industry
- Creating Breakthrough Innovations Through Opinion Leaders and Centres of
Excellence
- Creative Clustering
7) Conclusions and Recommendations
- First Mover no longer an advantage
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