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Originally Published MX March/April 2006

ADVERTISING, DISTRIBUTION, & SALES

Supporting Marketing Processes

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Relating to Medtech Customers

After launching customer relationship management (CRM) initiatives in their sales and service departments, many medtech firms expand their CRM systems to encompass marketing functions. CRM packages can support a company's marketing department by doing the following.

  • Tracking leads.
  • Automating, tracking, and analyzing marketing campaigns or events.
  • Knowledge management: serving as a repository for company and competitive intelligence.
  • Fulfilling literature.
  • Customer segmentation, analytics, and data mining.

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