CRM, SFA Installations for Pharma Targeted by Archi-Tech

Archi-Tech Systems, a vendor of analytics and reporting products for pharmaceutical data, has introduced a call capture and reporting product built specifically with pharmaceutical companies in mind.

 

Archi-Tech SFA provides what the Archies call "an approach to accessing customized business intelligence" which, in the company’s estimation, "eliminates the need for pharmaceutical sales organizations to invest in large-scale CRM and SFA installations that are typically overpriced, underused, and inflexible."

 

"SFA products that don't have a vertical focus on the pharmaceutical industry make it difficult for companies to effectively capture and use information gleaned from field efforts – with data that is often meaningless on its own, or delivered as archaic, cumbersome reports," explained Prashant Kohli, Vice President of Sales and Marketing for Archi-Tech.

 

Archi-Tech SFA is "tuned to exact business needs," company officials say, including "mapping metrics, terminology, reports, and rules to specific goals, and integrating call data with other relevant data including prescriber metrics, sales alignments, market definitions, target indicators, and third-party syndicated data."

 

Company officials claim that it's deployed in a few weeks, with an SQL-based relational database, dedicated Web server, and Web interface, all with customizable fields and screens.

 

A few months ago Datamonitor, which sells online data, analytic and forecasting platforms for key vertical sectors, asked 300 users of customer relationship management (CRM) technology in pharmaceutical and biotechnology companies across North America and Western Europe to rate CRM vendors in five areas: product quality, customer support, service capabilities, vertical specialization, portfolio depth, and service levels.

 

Putting the survey responses with its own market research, Datamonitor points to an industry trend towards the on-demand delivery model. "Namely," company officials say, "end users of such products are more satisfied with customer support and services provided by SaaS (News - Alert) vendors rather than by traditional vendors."

 

The report states that "on-demand CRM vendors are making a lasting impact on the pharmaceutical CRM market. As such, Verticals onDemand is likely to play an important role in the new competitive landscape, offering an innovative product that seems to meet the industry's need like a glove."