Prospect management: the benefits of a centralised CRM in pharma
Doctors, pharmacies, wholesalers: when master data is scattered across files and tools, targeting becomes approximate. Here is what a centralised, duplicate-free database brings.
Prospect management is the foundation of pharmaceutical promotion. If the database is wrong, everything that depends on it is too: targeting, route plans, coverage indicators. A centralised CRM fixes the problem at the source.
A consolidated database, without duplicates
In many laboratories, the list of doctors exists in several versions: one per rep, one at head office, one in the old CRM. A centralised CRM brings all these sources together in a single database and detects duplicates both on import and on creation.
Example : when a Tunisian pharmaceutical laboratory migrated to Synapse, 6,644 source rows produced 4,428 unique doctors after de-duplication, along with 2,030 pharmacies, 275 parapharmacies, 136 wholesalers and 80 territory bricks.
The full history in one place
Each prospect record brings together visits, products presented, samples handed over, requests, orders and the rep's feedback. When a rep changes territory, their successor picks up the relationship where it left off.
Targeting by potential and frequency
A clean database lets you rank prospects by potential (A, B, C), by specialty and by expected visit frequency. The route plan relies on this ranking, and the coverage rate measures whether it is followed.
Clear assignments
A centralised CRM assigns each prospect to a portfolio and detects overlaps between reps. Changes to master data follow the hierarchy: a new record or a change of assignment is approved before it is applied.
How to clean up your database in 4 steps
- Gather all your sources: reps' files, the old CRM, head office lists.
- Import them into a single tool that detects duplicates.
- Structure your master data: specialties, territories, potential, institutions.
- Hand updates over to the field, with hierarchical approval.
With Synapse, these steps are part of the rollout: data migration is included. See how Synapse handles targeting and visits.
