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市場調查報告書
醫療儀器及診斷市場中的顧客關係策略： CRM 與知識管理的角色
Customer Relationship Strategies in Medical Device & Diagnostic Industry - Role of CRM and Knowledge Management
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本報告已在2011年07月19日停止出版。
提供醫療儀器、醫藥品、生物科技、新興商業等市場趨勢相關調查分析資訊的 HBS Consulting （總公司：倫敦），針對醫療儀器及診斷市場中的顧客關係策略進行調查分析，並整理出版報告書 "Customer Relationship Strategies in Medical Device & Diagnostic Industry - Role of CRM and Knowledge Management"。
本報告書內容包括：醫療產業中顧客關係管理方案的角色與目前的採用趨勢、今後發展策略、主要企業個案研究等。內容綱要摘記如下：
第1章 實施概要
第2章 概述
- 顧客壽命的價值
- 知識就是力量。知識管理、顧客知識管理、顧客關係管理，以及商業智慧的相互作用？
- 顧客分類
第3章 醫療技術領域中 CRM 之實施與評價
- 醫療技術領域中 CRM 策略之實施
- 規劃組織的願景與制定實際目標
- 鎖定預算主要條件
- 選擇銷售 CRM 解決方案的業者
- CRM 的種類
- 實施 CRM 的障礙
- 個案研究： Cardinal Healthcare
- 個案研究： KaVo Dental GmbH
- 個案研究： Lake Region Manufacturing, Inc.
第4章 醫療儀器產業中的知識與客戶關係管理方案
- 醫療 CRM ：顧客相關資訊
- 醫療儀器與 CRM 的原理
- 中小企業及大企業的 CRM 應用程式
- CRM 與醫療儀器
- 溝通用產品
- 不信任感延遲 CRM 的實施
- 顧客知識管理、 CRM ，以及知識管理共同促進創新： Cordis Corporation 的例子
- St Jude Medical
- Copnceptus
- CRM 與醫療儀器及系統
- Hill Rom ：顧客分類在創造商業價值中所扮演的角色
- 顧客分類模式之建構
- 修正處理
- 結果
- 顧客關係管理在影像診斷設備銷售企業的銷售策略制定中所扮演的角色
- Siemens Medical Systems
- Varian Medical Systems
- Elekta AB
- CRM 與醫療儀器及通路
- B Braun Medical UK Ltd
- Paul Hartmann
- Tyco Healthcare（法國）
- Fresenius Medical Care
- CRM 與醫療診斷系統
- 個案： Biosite Incorporated
第5章 企業文化與關係管理
- 企業文化變革
- 創造力與企業文化
- 企業文化變革的問題點
- 企業文化的快速變革過程
- 企業文化變革與 Philips Medical Systems （ PMS ）
- B Braun Medical Ltd 的 CRM 實施與企業文化變革
第6章 有效利用顧客意見以達成產品／服務創新的最終目的
- 對創造力的刺激：促進創新
- 持續創新策略
- 提供新產品及服務概念的創新企業與 CRM 意見領域的特徵
- 整形外科的創新
- 透過意見領袖的劃時代活動
- 創造性分類
第7章 結論與建議
Abstract
Customer Relationship Strategies in Medical Device Industry - Role of CRM and Knowledge Management
"Customer Relationship Strategies in Medical Device Industry - Role of CRM and
Knowledge Management" will be of particular value to business development,
marketing and top-line corporate personnel in the medical device industry who
are seeking to gain competitive advantage through enhanced knowledge and
relationship strategies. This Strategy Review describes how medical device
companies are using these strategies to better:
- identify up-sell and cross-sell opportunities
- identify partnership and collaborative agreements for new product
development
- identify creation of profit from interaction with key opinion leaders and
influencers
- realise increased collaboration with distributors to promote channel
efficiencies
- create more highly trained, motivated and pro-active sales forces
- apply customer segmentation strategies to positively impact the bottom
line and
- manage employee knowledge to drive innovation
Executive Summary
Healthcare Providers & Medical Technology The healthcare finance crisis
globally has important ramifications for medical technology companies. In each
member state of the European Union, health services are beginning to
commission studies to explore the cost effectiveness of healthcare products.
This means that the manufacturer needs to demonstrate a product's safety and
clinical efficacy through health technology assessments (HTA) and demonstrate
a product's cost-effectiveness within this process. Similarly, product
selection - previously the responsibility of clinicians - is becoming the
responsibility of administrative personnel who manage hospital purchasing
agreements, and who tend to ignore features and benefits in favour of securing
lower prices or meeting practice guidelines and protocols. As a result,
manufacturers are expected to broaden their marketing style from an emphasis
on the clinical features and benefits of products to the fulfilment of the
organisational needs of national healthcare delivery systems. Finally, as
private expenditures increasingly make up the difference between the need for
high-technology products and reductions in healthcare spending, manufacturers
will need to market affordable products to both the public and private sectors.
Table of Contents
1) Executive Summary
- Current Technologies and Process Concepts
- Assessing the Benefits of CRM in the Medical Technology Sector
2) Introduction
- Customer Lifetime Value
- Knowledge is power. The interplay between Knowledge Management, Customer
Knowledge Management , Customer Relationship Management and Business
Intelligence ?
- Customer Relationship Management (CRM)
- Knowledge Management (KM)
- Prosumerism
- Team-based co-learning
- Mutual innovation
- Communities of Practice
- Joint IP/ownership.
- Customer Knowledge
- Customer Knowledge Management
- Business Intelligence (BI)
- Competitive Intelligence
- Technology and Product Development Intelligence (TPDI)
- Customer Segmentation
3) Implementing and Assessing CRM in the Medical Technology Sector
- Implementing a CRM Strategy in the Medical Technology Sector
- Determine Organisational Goals & Create Realistic Objectives
- Identification of Budgetary Requirements
- CRM Solution Vendor Selection
- Types of CRM
- Hosted CRM
- Hybrid CRM
- Modular CRM
- Vertical CRM
- Barriers to Implementing CRM
- Case Study: Cardinal Healthcare
- Case Study: KaVo Dental GmbH
- Case Study: Lake Region Manufacturing, Inc
4) Knowledge and Relationship Management Solutions in the Medical Device
Industry
- CRM in Healthcare - Information About the Customer
- Medical Devices and Rationale for CRM
- CRM Applications in Small, Medium and Large Enterprises
- CRM and Medical Devices & Instruments
- Communicating product value
- Persistent Scepticism Can Delay Implementation of CRM
- Driving innovation through a mix of customer knowledge management, CRM and
KM - a case example featuring Cordis Corporation.
- Interview planning
- Data gathering
- Organising and ranking outcomes-based data
- Using outcomes-based measurement to re-ignite the innovation process.
- St Jude Medical 56
- Conceptus
- CRM and Medical Equipment & Systems
- Hill Rom - The role of customer segmentation in creating business value
- Building a customer segmentation model
- Remedial action
- Results
- The role of relationship management in shaping the sales strategies of
diagnostic imaging companies
- Siemens Medical Systems
- Siemens Medical Systems - Reorganising sales and service
- Varian Medical Systems
- Elekta AB
- CRM and Medical Supplies & Distribution
- B Braun Medical UK Ltd
- Paul Hartmann
- Tyco Healthcare (France)
- Fresenius Medical Care
- CRM and Medical Diagnostic Systems
- Case Example: Biosite Incorporated
5) Corporate Culture and Relationship Management
- Implementing Corporate Culture Change
- Creativity and Corporate Culture
- Difficulties in Changing Corporate Culture:
- Rapid Change Process in Corporate Culture
- Corporate Culture Change and Philips Medical Systems (PMS)
- CRM Implementation and Culture Change at B Braun Medical Ltd
6) Utilizing Customer input to achieve the End-Goal of Product/Service
Innovation
- Stimulating Creativity - Fostering Innovation
- Strategies for Sustained Innovation
- Characteristics of Innovative Companies and CRM Opinion Leaders as an
Important Source of Novel Product and Service Concepts
- Innovation in the orthopaedic industry
- Creating Breakthrough Innovations Through Opinion Leaders and Centres of
Excellence
- Creative Clustering
7) Conclusions and Recommendations
- First Mover no longer an advantage
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