A quantitative analysis of eCRM tools in the Austrian Pharmaceutical Industry

Abstract

Electronic Customer Relationship Management (eCRM) integrates the potential of Web-based interactivity with traditional marketing tools. It supports companies by improving their overall Web appearance and offering customized services. The pharmaceutical industry in particular benefits from Internet technologies due to legal restrictions that often inhibit a direct relationship with the customer. This paper analyzes how pharmaceutical companies leverage eCRM tools in order to enhance their quality of service. We used an automated tool that parsed the source code and integrated this information with results from a traditional survey based on expert judgments. The profiles of 33 Web sites were categorized and used to evaluate eCRM functionality. © Springer-Verlag Berlin Heidelberg 2003.