Life sciences customer relationship management (CRM) is a set of technologies and systems purpose-built for pharmaceutical, biotechnology, medical device and diagnostics organizations to enable compliant engagement across the entire customer life cycle. The main function of CRM is to enable and support key business activities, including nurturing relationships, delivering educational and promotional content and influencing demand with healthcare providers (HCPs), key opinion leaders (KOLs), payers and other medical stakeholders. CRM supports industry-specific use cases, including salesforce automation, omnichannel marketing campaign orchestration, medical information and scientific exchange, KOL relationship development, market access and strategic value planning, promotional tactics execution and regulatory compliance tracking.
Gartner defines revenue enablement platforms (REPs) as platforms that unite sales, customer-facing enablement and revenue functions. They encompass revenue-generating roles such as sales, customer success, marketing, partners and presales. They support both sales enablement and marketing leaders in providing a holistic enablement program. The platforms have capabilities for digital content, learning and coaching and engagement analytics as well as AI and conversational intelligence for skill building. They integrate with sales force automation (SFA) or marketing automation platforms, provide the ability to create and curate content, feature buyer engagement analysis, measure content effectiveness, measure and build role skills and competencies through microlearning and retention quizzing and analytics that improve commercial execution.