Implementation of Navicon Pharma CRM in R-Pharm Recognized as Best CRM Project of the Year

Project of the Year contest is annually held by Global CIO (the community of IT directors of Russia) in order to note the best IT practices and evaluate the efficiency of various IT solutions for B2B segment. Projects are nominated for the Global CIO contest by the very customers and then are evaluated by IT community. The evaluation methodology includes a project scale, importance for a company, and also the complexity and relevance to IT industry in general.

The Navicon's project for R-Pharm comprised full-scale automation of the company business, including marketing and sales control based on Microsoft Dynamics CRM and analytical reporting based on Microsoft BI and QlikView platforms. From now on, the pharmaceutical company top management can monitor on-line the employees’ individual performances (personal KPI, indicators on a client) and summary indicators for a department, division, and specialization. The regional managers got easier control and monitoring of up-to-date indicators on the clients, while R-Pharm medical representatives received an opportunity to view information about clients, plan business activity towards them, regulate current tasks, and build optimal routes in real time using mobile devices.

R-Pharm employees started using the CRM system based on Microsoft Dynamics CRM 2015 platform in September 2016. More than 300 users are currently using the system.

«Navicon Pharma CRM is Navicon’s own solution, that’s why the positive assessment from IT community is of paramount importance for us. It turned out to be a really large-scale project: the system was deployed in 11 months, and 4506 man hours were spent for its development. The solution automates managers’ activity on working with distributors and pharmacy chains. The new CRM system in R-Pharm ensures the unified database on clients and institutions, the categorization of clients and their automatic attribution to medical representatives on a geographical basis, the monitoring of medical representatives’ business activity and tracking the dynamics of actual performance indicators».

Evgeniy Smirnov, Deputy General Director of Navicon.

It was important for R-Pharm as one of the largest pharmacy companies of Russia with geographically distributed branches to receive a convenient tool for coordination and management of its regional managers and medical representatives. R-Pharm executives chose CRM solution which takes into consideration the peculiarities of pharmaceutical sales and marketing to increase the mobility and effectiveness of medical representatives and their managers.

«The task we gave Navicon was not only to develop a mechanism of customer account managers’ work assessment and control, but also to automate the work of medical representatives at all stages of communication with a client».

Oleg Rynskov, R-Pharm IT Director.

«We understood that the implementation of such a large-scale project requires a reliable IT partner, that’s why we chose a system integrator Navicon. We have a history of long-term partnership, and R-Pharm specialists confirmed the integrator’s quality of work regarding the compliance with the GMP industry standards. As a result of the project, the company’s executives received a convenient tool for managing marketing and field sales, and the employees were satisfied with user-friendly mobile office».

Fyodor Karpov, the Head of R-Pharm Department of Assessment of Sales Effectiveness.

According to the results of the first three months of CRM-based work in Russia, a decision to start the same project in Kazakhstan subsidiary of the company has been made. The system is to be launched in the end of January 2017.

Navicon projects have received Project of the Year award from the community of Global CIO IT directors for two years in a row. In 2016 a Navicon project of CRM implementation in a bank Vozrozhdenie received an award as the best banking project of the year.