Impact of COVID-19 on Customer Relationship Management Initiatives Offered by Pharmaceutical Companies to Doctors in India: An Overview based on opinion of Pharmaceutical Industry Experts

Abstract

The COVID-19 pandemic has dramatically influenced various sectors globally, with the pharmaceutical industry experiencing significant transformations, especially in its customer relationship management (CRM) initiatives. This paper examines the impact of COVID-19 on CRM initiatives within pharmaceutical companies in India, analysing changes, challenges, and advancements in the industry. The study incorporates data from industry executives & expert interviews, and aims to decipher it for the betterment of CRM innovations by Indian pharmaceutical companies, to provide a comprehensive overview. The study also aims to analyse the impact of Covid-19 pandemic on in practice CRM initiatives of Indian pharma industry and the innovations derived by the industry to match the unprecedented circumstances during Covid. The study also tries to conclude how much of those innovative CRM initiatives evolved during the covid times are relevant in post Covid conditions.