Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: The present research attempts to explore how innovative customer contacts have emerged as a standalone and comprehensive area of knowledge in the pharmaceutical industry. Design/Methodology/Approach: The methodological approach of this research study is descriptive and the data has been obtained from various secondary data sources in thematic form. Findings: The analysis shows that despite having so much of vital information about individual doctors, it seems strange that most pharmaceutical marketers still continue to behave as if they are selling FMCG products in the mass market. Thus, there is a need for pharmacy marketers to collect and use right operational data about the customers. Research Limitations: The main limitation of the study was that the data was based only on secondary sources. Managerial Implications: The implications of managing customers for different outcomes including optimization of the asset value of customer relationships have in outlined in CRM literature. Originality/Value: This study showcased the original work of the authors to explore how innovative customer contacts have emerged as a standalone and comprehensive area of knowledge in the pharmaceutical industry.

Keywords

CRM, CRM in Pharma, CRM Strategy.

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