Originally Published MX March/April 2006

ADVERTISING, DISTRIBUTION, & SALES

Medtech firms are reexamining the benefits of customer relationship management systems and finding implementation easier this time around.

Debra Kurtz

Customer relationship management (CRM) was the much-heralded topic of the last decade, especially for companies seeking greater customer focus in their organizations. Yet now, amid reports that the postimplementation scorecard for CRM is, at best, mixed, many medical technology executives are left wondering what to expect from CRM and whether such initiatives can truly benefit their organizations.

This article explores why organizations pursue CRM initiatives and what can be expected from these efforts. Various technology approaches and software options are reviewed, and tips are provided from medtech executives who have implemented CRM initiatives.