Stages of CRM-system implementation in pharmaceutical companies.

In the increasingly competitive environment, an important factor in the dynamic development of a pharmaceutical company is associated with customer interaction efficiency enhancement when promoting pharmaceutical products through introduction of information technologies. The article presents the background and purposes of CRM-systems implementation in pharmaceutical companies. The SWOT-analysis results and the analysis of potential opportunities to improve financial performance of the company determine the CRM information technology implementation relevance. Based on the structural analysis of the data, the CRM implementation stages have been identified and described and their implementation will enhance the company efficiency in terms of interaction with customers when promoting pharmaceutical products as well as improve business processes during employees' interaction.