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CRM for CGT should be PRM

In a recent blog post [1], we addressed the peculiarities of a CRM system dedicated to CGT. We summarized the needed changes in 5 dimensions from the data sources of the various stakeholders to the involvement of the physicians in the end to end lifecycle of the treatment. This blog post takes a more holistic approach and tries to define the boundaries of CRM for CGT companies, discussing the need for capturing product requests in the CRM system.

As an initial step, the commercial process for CGT companies has been defined, highlighting the relevant…


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Crucial CRM needs in the context of Cell and Gene Therapies

As more and more companies have embraced cell and gene therapies (CGT) to cure disease, it becomes evident that a standard commercial excellence approach is not fitting the needs of those new business models. The traditional CRM represents this traditional approach towards sales force effectiveness. Therefore, this blog explores some of the key differences we foresee at BASE based on multiple process implementations in various life sciences firms.

At BASE, we define 5 significant areas of impact on the CRM when moving from traditional life science to CGT. …


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Some trends in life science CRM for the remainder of 2021

The last months have created multiple shocks in the way life sciences companies have engaged with HCPs in their respective areas. Companies have, of course, rushed on enabling remote detailing, but this was just one short-term response. At BASE, we have been looking at the technology & data components of companies’ commercial excellence framework for more than a decade. Besides those tactical trends that suddenly accelerate digitalization, we observe lasting movements in the industry, and we want companies to benefit from our perspectives. While this blog is focused on…


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Content, channel & consent — the 3 C’s of a successful commercial launch in a pandemic and beyond

The COVID pandemic has been proven to slow down the pace of research in the life science industry. While some innovations have emerged, non-COVID-related research suffered from a redirection of resources[1]. This does not mean that there was no product launch during the pandemic. Multiple companies tried to launch in Europe during this time. While the usual complexities of a launch remain, new additional challenges have emerged to succeed in a world where representatives are stuck home. …


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Retain your competitive edge by following these 3 simple steps to optimize your consent strategy

In 2020 life science’s commercial operations have undergone rapid change. While all sales reps were stuck at home due to the various lockdown measures, the marketing teams and the commercial strategists have tried to reach out to physicians by all available means, which was easier said than done. While IT may have been the cause of initial struggles, requiring remote detailing, two additional challenges arose once these technicalities were successfully resolved.

Content

Firstly, the content was not well-suited for a new mode of communication. Remote…


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Artificial intelligence in the customer engagement area of pharmaceutical companies has been a buzz word for the last decade or so. However, after years of disruptive developments and multiple hopeful implementations, suggestions for the reps have failed to deliver on their promises, causing project failure within many companies. Despite a few successful implementations, many companies have faced the harsh reality of poor outcomes while rolling out the new capabilities.

In this blog post, we explore the reasoning behind such project failure, shedding lights on specific approaches that, for the future, can help elevate the outcome of similar technology implementations in…


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Expanding the usage of your document management system

The medical and legal review process is unique to the life science industry. While operating in Europe, it is often a requirement that promotional material is reviewed and formally approved before publication. In some countries, the material must even be submitted to health authorities, ensuring regulatory compliance. Therefore, a formal standard operating procedure must be adopted. Typically, companies perform such a process by leveraging a cloud solution or on-premises document management system.

Given the scope of the MLR SOP (Medical, Legal Regulatory), a lot of different stakeholders must be involved in the…


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Covid-19 has impacted us all and will keep affecting our lives for the foreseeable future. At BASE, we were lucky enough to be able to keep doing what we love to do, supporting our life science clients to reach their customers. The latest months were exciting in that regard as many companies tried to switch at lightning speed from a model relying on face-to-face interactions to an engagement model that relies on remote channels. …


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In my recent post (link), I defined Regulatory Intelligence (RI) and described roles and tasks related to it. This blog post has been dedicated to dive deeper into reflections on the importance of the RI system and the related business processes, and how to improve these.

Having a RI system and processes which are flexible and easily adaptable to changes, able to detect coming trends, as well as draft regulations and publication of regulations, are essential assets of a regulatory success within pharma. On the contrary, if requirements are just being archived in a regulatory unit, but systems and processes…


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When working in Regulatory Affairs (RA), you must continuously be on your toes! In an ever-changing regulatory landscape, numerous regulatory recommendations/directives/guidelines, continuous amendments/updates and the various sources required to locate them might appear overwhelming and complicated. You may ask yourself; how should you proceed when a new regulatory trend is observed, or when agencies send out guidelines for review or publish a finalised enforcing version? How should a life science company prepare for upcoming changes, and how do you ensure timely review of guidelines? How can the impact of the changes be assessed? How can you determine which stakeholders to…

BASE life science

BASE life science is a fast growing, fast paced consultancy focused on the life science industry.

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