Gartner defines “CRM” as technologies or systems that enable a broader customer engagement business strategy. These systems span four major areas — sales, marketing, digital commerce, and customer service and support. Yet in the life science industry (that is pharmaceutical, biotechnology, medical device and diagnostics organizations), CRM is synonymous with sales and field enablement systems, given their heavy reliance on a field-force-driven engagement model. These systems support the automation of sales activities and expert engagement for organizations’ sales professionals, key account managers, medical experts and field service personnel. These systems are also central to sales and medical teams responsible for raising therapeutic awareness, delivering educational content and influencing demand, as well as nurturing contracts with HCPs, healthcare organizations (HCOs) and other medical stakeholders. In addition, these systems provide servicing as a system of record and maintaining compliance with jurisdictional regulations for capabilities such as planning, enablement, execution and analysis processes.
Digital asset management software includes capabilities for ingestion, storage, retrieval, collaboration and life cycle management of rich-media assets, including text, graphics, images, videos and audio.
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Gartner defines the market for quality management system (QMS) software as the business information management system that manages quality policies and standard operating procedures (SOPs). This may include, but is not limited to, customer requirements, quality documents, International Organization for Standardization (ISO) requirements, manufacturing capabilities, robust design, auditing procedures and protocols, nonconformance/risk management activities, testing criteria, and industry-specific regulations (for example, the U.S. Food and Drug Administration [FDA] or the Federal Acquisition Regulation [FAR] requirements).