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Product Description Das Marketing in der Pharma, Diagnostika und MedizinprodukteIndustrie erfhrt augenblicklich einen tiefgreifenden Strukturwandel. Der Fokus der MarketingStrategen richtet sich nun verstrkt auf den einzelnen Patienten/Konsumenten. Badenhoop/Ryf zeigen, wie diese Herausforderungen durch vllig neue Marketingstrategien und den Einsatz von ITuntersttzten Kundenplattformen wie Call Center und Internet gemeistert werden knnen. Book Description Effektive Konsumentenorientierung mit CRM From the Back Cover Das Marketing in der Pharma, Diagnostika und MedizinprodukteIndustrie erfhrt augenblicklich einen tiefgreifenden Strukturwandel. Wurden in der Vergangenheit auerhalb des OTCMarktes fast ausschlielich die rzte und Apotheker angesprochen, so wird der Fokus der MarketingStrategen nun verstrkt auch auf den einzelnen Patienten/Konsumenten gerichtet. Daraus resultiert, dass das Beziehungsmanagement zum Patienten in Zukunft ein integraler Bestandteil der Unternehmensstrategie werden muss, was einer fundamentalen Neuausrichtung fr die meisten Unternehmen entspricht. Die Herausgeber Rolf Badenhoop, Balz Ryf und ein herausragendes Autorenteam zeigen auf, wie diese Herausforderungen durch vllig neue Marketingstrategien und durch den Einsatz von ITuntersttzten Kundenplattformen wie Call Center und Internet gemeistert werden knnen. 'Patient Relationship Management' richtet sich an Geschftsfhrer, Marketingleiter und Leiter Business Development aus der Pharma, Diagnostika und MedizinprodukteIndustrie, Unternehmens und Marketingberater sowie Experten in Verbnden (Industrie, rzte, Apotheken) und Gesundheitspolitik. About the Author Dr. Rolf Badenhoop ist Mediziner und Vice President bei der Cap Gemini Ernst & Young Consulting GmbH, Bad Homburg. Dr. Balz Ryf ist Betriebswirtschaftler und Principal bei der Cap Gemini Ernst & Young Schweiz AG, Bern/Basel.
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This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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