Originally Published MX March/April 2004

BUSINESS PLANNING & TECHNOLOGY DEVELOPMENT

Using three CRM initiatives, medtech executives can immediately improve the bottom-line performance of their companies.

Adam Honig

For every three consultants, there seem to be four opinions on how an organization can benefit from implementing business strategies based on customer relationship management (CRM). These opinions typically come with a slew of buzzwords and catch phrases—360-degree view of the customer, cross- and up-selling customers, wallet share, increasing customer loyalty, and other such language. And most of the analyses attempt to show that CRM can help the company to sell more of its products and services.