9. October 2013
maihiro announces successful completion of their CRM project at Engelhard Arzneimittel [Engelhard Pharmaceuticals]
Intelligent linking of the core in-house and field processes along with marketing has facilitated a precise overview of the state of affairs
The introduction of the new Customer Relationship Management (CRM) system at Engelhard Arzneimittel, a leading brand manufacturer focusing on non-prescription pharmacy-only medicines, has succeeded in further optimising the interaction between sales and marketing. Together with the CRM experts at maihiro, the system has also been made more user-friendly. Continuous data synchronisation ensures a current overview of customer data at any time, also on mobile devices like tablet PCs and smartphones.
Firstly, the field representatives’ prior procedure has changed: Documents available previously on paper for consulting and sales meetings have now been completely transferred to digital information. Field representatives have received smartphones and tablet PCs with integrated mobile communications cards.
Marketing processes were improved primarily in the areas of planning and visit follow-up. Planning takes into account the target guidelines covering visits and offers a list of suggestions on this basis. The combination of customer-specific information, such as marketing characteristics and turnover data, allows for the enabling of individual procedures as well as the maintaining of clear guidelines.
“The new online system means that all customer-relevant data needed for preparing a visit to a pharmacy or doctor are available everywhere and always up to date,” explains Sandra Bodensohn, CRM manager at Engelhard Arzneimittel.
Follow-up can now be completed directly after the client contact, and the data is saved in a central system.With the integration of maiConnect Groupware, a central online work platform for the whole company with an offline component has been created that enables continuous synchronisation of the data. The data being up to date in this way, along with the sales documentation adjusted for each marketing campaign and the company’s goals, ensure a good overview with well-structured presentation and communication.
Uwe May, manager of maihiro GmbH, is proud of the successful completion of this project: “The groupware integration developed by maihiro allows Engelhard Arzneimittel to provide the best sales support and carry out campaigns precisely tailored to target groups.”
The CRM IT architecture consists of the module SAP CRM 7.0 EHP1, synchronisation with Microsoft Outlook via maihiro’s maiConnect solution, Web user interface, and MS SQL 2008.