Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de InformaçãoAn analysis of the current CRM systems in the Pharmaceutical Industry, the way the
pharmaceutical companies developed them and a comparison between Europe and United States
was done in this study. Overall the CRM in the pharmaceutical industry is far-behind, when compared with other business areas, like consumer goods, finance (banking) or insurance companies, being pharmaceutical CRM specifically less developed in Europe when compared to United States.
One of the big obstacles for the success of CRM in the pharmaceutical industry is the poor analytics applied to the current CRM programs. Improving Sales and Marketing Effectiveness by apllying, multivariate exploratory statistical methods, specifically Factor Analysis and
Clustering into pharmaceutical CRM data from a Portuguese pharmaceutical company was the
main goal of this thesis. Their overall usefulness when applied to the business was
demonstrated, and specifically in relation to the cluster methods, SOMs outperformed the
hierarchical methods by producing a more meaningful business solution
