This data helps the organization to determine and identify markets that is likely to give good returns. CRM also helps predict the stock requirement pattern. This enables it to use the just-in-time (JIT) technology for scheduling manufacturing and delivery so that unwanted stocks are not carried. This data is then integrated, analyzed, and presented in a format to help the higher management take strategic decisions. To encourage a health culture and offer preventive services, diagnosis, treatment information, and follow-ups, to support both doctors and patients in Mexico, Pfizer launched a CRM program (Descombes, n.
They set up mobile Pfizer Diagnostic Units (PDU) to diagnose patients free of charge, after which the potential are encouraged to visit physicians and start treatment. The third step involves a follow-up program to cement relationships and provide measurement of key performance indicators. By earning the respect of patients they were able to expand their patient base and build long-term relationships. They could do this through CRM and compliance programs and that too without alienating the physicians. People were also weighed and measured to calculate body mass index.
Blood pressure and cholesterol levels were checked and while the patients waited for the results, they were encouraged to fill out survey forms. In a customer satisfaction survey conducted by Pfizer, 99 percent of the people who had visited or used the PDU in 2004 rated the service as ‘ good’ or ‘ excellent’ . Those who did not have a regular physician were referred to physicians. These physicians who received referrals from the PDU doctors were more receptive to Pfizer products. The data collected by Pfizer through this was the first of its kind in Mexico and is being used by the Ministry of Health to determine the prevalence of certain diseases in the country.
Partnering with technology, Pfizer is able to provide customer satisfaction, enhance customer experience, and reap benefits for the company and for the nations as well.
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