Services Firm Builds Customer Equity and Sales with a Cloud-Based Solution for Pharmaceuticals

Swaas Systems

“Customers like HiDoctor because it is specific to the pharmaceutical industry. It is easy to manage and scalable without investing in the IT infrastructure as it is available on the Windows Azure platform.”

Built on Windows Azure, HiDoctor is a closed loop marketing solution with customer relationship management capabilities for the pharmaceutical industry. The easy-to-use, cloud-based solution automates data entry for pharmaceutical representatives and delivers business intelligence to the management and the reps. With this highly scalable, extensible and secure cloud platform, Swaas aids medical reps with information, while the pharmaceutical companies gain insight, customize marketing strategies, build customer equity, and save costs.

Business Needs
Pharmaceutical medical representatives are in the field each day, interacting with doctors, chemists and distributors. They collect data on daily activities and sales information. Some write the daily call report and courier it every two days to the head office, while others email Microsoft Excel spreadsheets. “Each medical representative meets 150─200 doctors in a month,” says Chandramouli Venkatesan, Chief Operating Officer, Swaas. “The quantum of data is so large that discrete processes (to collate and report the information to the management) are so time-consuming that it makes the information almost irrelevant.”

Effective sales and marketing is possible by capturing and analyzing all events that touch doctors across multiple channels. Swaas wanted to build customer equity to counter the effects of competition on branded generics. Plus, the solution would capture information and provide insights to the pharmaceutical industry.

Solution
In 2008, Swaas decided to offer HiDoctor, a revolutionary closed-loop marketing (CLM) solution, blended seamlessly with a customer relationship management (CRM) platform, on Windows Azure.

Created exclusively for the pharmaceutical industry, the tool is a ready-to-use product, tailored to meet the requirements of this industry without the need for additional customization. “While creating the tool we were clear that we wanted to automate data entry via phones and tablets. Plus, we wanted to deliver intelligence back in the hands of the representatives and the management,” says Anand Natraj, Founder and Chief Executive Officer, Swaas.

HiDoctor integrates with a customer master, Customer 360, which provides all information about the customer. Abbishek Bharadwaj, Director ─ Customer Experience, Swaas explains, “Earlier, transferring knowledge from one representative to another was an issue. Also, there was no way to understand a customer and get a 360-degree view of him.”

HiDoctor understands the spheres of influence better than the doctors themselves do. Objective transactions around a doctor, along with subjective remarks are connected invisibly inside the tool using hash-tagging technology. While working, medical reps leave footprints, which enable 360-degree knowledge of the customer. Sometimes revelations make medical reps change their approach.

The tool disseminates intelligence back to the medical representatives. For example, when a representative enters data, the tool throws back all information about the respective doctor. This includes details such as the last time the representative met the doctor, how many samples did he give, how many brands has the doctor prescribed, etc. It displays the likes and dislikes of the doctor as well.

This is a very niche area and Swaas wanted to combine sales force automation and CLM, which captures subjective points of the meeting. Chandramouli explains, “Representatives also use tablets to show product videos. The tool captures the time duration for which a doctor watched the video. It also records the instant feedback of the doctor, which helps the marketing team to further fine-tune campaigns.”

HiDoctor works both on mobile handsets and on tablets. It also has provision for representatives to go to a web café and enter information. As Bring Your Own Device (BYOD) concept is becoming popular, Swaas is also enabling access to the solution on less expensive phones.

Currently, Swaas has 65 pharmaceutical companies and 20,000 medical reps using the Windows Azure solution. “Customers like HiDoctor because it is specific to the pharmaceutical industry. It is easy to manage, and scalable without investing in the IT infrastructure as it is available on the Windows Azure platform,” says Anand.

Benefits
Swaas is making itself more nimble and competitive, taking advantage of the scalability, availability, security and global reach of the Windows Azure platform. The platform makes it easy for the company to develop and manage the application while providing the best in class service.

Provides Deep Insights, Improves Sales Effectiveness
HiDoctor plays a major role in determining sales effectiveness. It enables companies to understand the doctors better and push sales by adapting strategies based on a doctor’s requirements. “The tool helps you identify key prescribers by giving access to historic trends of data that display actual and potential sales by each doctor,” says Vijayaprasad, Chief Technology Officer, Swaas. “It enables the management to devise appropriate push-and-pull strategies.”

Helps in Competitor Analysis
The success of any brand lies in the degree to which it overpowers its competition. HiDoctor provides its users a view of their competitors and monitors their movements from close quarters, thus enabling the marketing team to devise strategies to nullify competitor threats.

Reduces Financial Expenses
By using Windows Azure, Swaas is helping customers avoid significant infrastructure costs. “As HiDoctor is offered on the SaaS model, customers do not have to invest in bulk,” says Magesh Raghavan, Chief Financial Officer, Swaas. “They pay for what they use. Their expenses are rationalized automatically.”

Builds Customer Equity
HiDoctor has Wide Angle, a revolutionary CLM that helps in tracking customer preferences and connects this directly with the marketing desk with no extra effort from the field. The deeper understanding of customer preferences by the marketing team opens a new window of opportunity for the team to build customer-centric product campaigns and execute them seamlessly.

This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

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