The impact of pharmaceutical company customer relationship management programs on North American pediatricians

In this dissertation, the researcher examines, via qualitative depth interviews, the impacts of pharmaceutical company Customer Relationship Management programs and software on North American pediatricians' practice of medicine. In phase one of the research, the researcher conducted qualitative interviews of pharmaceutical company executives and drug representatives to determine the most common pharmaceutical company CRM programs. In phase two of the research, the researcher conducted depth interviews of North American pediatricians to determine the "perceived impacts" of the pharmaceutical company CRM programs on their pediatric practice.;The researcher concludes that, from the pediatricians' perspective, the pharmaceutical company CRM programs have a predominantly neutral or negative impact on pediatricians' medical practice. While some positive impacts were mentioned, the majority of impacts were negative.;The researcher developed two academic models to show these impacts, namely: (1) Model 1: Expected vs. Actual Impacts of Pharma CRM Programs on Pediatricians; (2) Model 2: The "Value-Add" Gap: Pharma vs. Pediatrician Views.;The researcher concludes with implications of the research for (1) Pharmaceutical company management; (2) Pediatricians; (3) CRM/Software Database Companies.;This is one of the first academic studies to examine the impacts of CRM programs on the customers of companies that have implemented CRM.