Gartner Lists Navicon Among CRM Providers for Pharma and Biotech Companies


			Gartner Lists Navicon Among CRM Providers for Pharma and Biotech Companies			Gartner Lists Navicon Among CRM Providers for Pharma and Biotech Companies

Navicon, a system integration and software developing company, has been listed among 18 Representative Vendors for CRM solutions for pharmaceutical and biotech industries by a global research firm Gartner in its report 'Market Guide for CRM in Pharma and Biotech'.

Navicon is the only company headquartered in Russia that was included in the list.

Gartner's research 'Market Guide for CRM in Pharma and Biotech' is a yearly report that describes key trends and provides an overview of the global pharmaceutical and biotech market.

«Vendors that offer enterprise-class solutions in multichannel marketing will stand out in the crowd and attract buyer attention. Pharma marketing leaders now consider multichannel marketing as a critical toolset to reach doctors and other key stakeholders. CIOs now need to deliver more advanced analytic, planning, targeting and alignment tools to enable their marketing colleagues to effectively deploy and optimize a diverse set of personal and nonpersonal (digital) resources. Instead of a cycle time of months between targeting and alignment exercises, pharma companies must move to weeks, then days, and eventually to near-real-time targeting and messaging algorithms to deploy channels, messages and resources dynamically, thus meeting the ultimate goal of delivering results in a predictive manner based on the intimate knowledge of the customer base.»
Gartner, “Market Guide for CRM in Pharma and Biotech,” Stephen Davies, 26 October 2017.

An industry-specific solution Navicon Pharma CRM improves the interaction between sales and marketing departments as it unifies loads of data on target audiences in a single information environment. The solution is based on Microsoft Dynamics 365 and is part of a stack of Navicon solutions for automation in the pharmaceutical industry, which helps to build a comprehensive IT ecosystem inside the company.

«Medical representatives are still the main driving force in pharmaceutical companies. According to Ipsos Healthcare, 51% of doctors suppose them to be the main source of information about remedies. However, the amount of time the medical representatives converse with pharmacists or doctors is continually decreasing. Often a medical representative has no more than just 5 minutes to present a product. That is why the pharmaceutical industry is moving to multichannel communication with partners and clients, when live communication is accompanied by remote interaction via digital channels. In Navicon Pharma CRM, we have realized the concept of multichannel management, which helps medical representatives interact with doctors and pharmacists in a personalized way via multiple channels.»
Sofia Totmakova, Head of CRM Department at Navicon.

Also the client-oriented approach in marketing requires more precision in strategic planning and targeting, as well as permanent control over field sales and marketing activities. As a result, pharmaceutical companies have started merging CRM solutions with client data analytics tools and using mobile technologies actively.

«These days, CRM solutions employ all mobile opportunities such as access to a digital camera (e.g. to take a picture of goods' layout in a retail point of sales), to geolocation, and to the CLM module which enables conducting interactive presentations during the meeting. Now the field staff of a pharmaceutical company can benefit from accurate information about a client during the visit and use the time allocated to product presentation with maximum efficiency, while the regional managers are enabled to the work of medical representatives».
Evgeniy Smirnov, Commercial Director at Navicon.

In 2017, Navicon was recognized as Microsoft Partner of the Year in Russia. Apart from that, it has gained Microsoft Cloud CRM Gold status and joined “2017 Microsoft Inner Circle” (the association of top Microsoft partners on Microsoft Dynamics product line). Navicon Pharma CRM implementation in R-Pharm company has been recognized as Project of the Year in CRM system category by Global CIO, a Russian association of IT directors.

Subscribers can access a full version of the Market Guide for CRM in Pharma and Biotech report on the Gartner website.

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