From Fragmented Touchpoints to Connected Experiences
Let’s be honest, CRM wasn’t built for what you need it to do now. You’re using your CRM to document touchpoints, log visits and prepare for calls, but it’s not helping you engage the right HCPs, adapt to hybrid models, or prioritize what matters most in real time. And it certainly isn’t enabling coordinated action across commercial and medical teams.
Nearly 38% of CRM initiatives struggle due to people-related issues like poor user adoption, lack of training, and resistance to new workflows.
Instead of enabling smarter customer engagement, most systems have become digital filing cabinets—rigid tools for activity tracking and signature capture.
The reality is most pharma organizations are still stuck using CRM the way they did ten years ago. It wasn’t designed for today’s omnichannel demands. But what if your CRM could become the engine that powers them?
That kind of transformation starts by reframing CRM not as a system of record—but as a Customer Experience Management (CxM) platform that enables dynamic, data-driven engagement.
This article explores what modern CRM maturity really looks like, the roadblocks life sciences teams face in getting there, and what it takes to shift from a tracking system to a system of action.
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