Pharma CRM as a connecting element
between marketing and sales
The current issue of Pharma Relations (07/2025) focuses on the interplay between marketing and sales in the pharmaceutical industry. Featured in this issue: Holger Schönecker, Managing Director of Pharmakon, who shares an expert statement on how CRM systems can help break down silos and enable practical collaboration.
A central theme of his contribution is the role of CRM as a bridge between departments – not as a data graveyard, but as an active tool that supports both sides in their day-to-day work:
“Only when information about HCPs, interactions, and responses is systematically captured and accessible can marketing act more precisely and field sales respond more individually to local needs.”
According to Schönecker, a shared data foundation, clear processes, and user-friendly interfaces are essential to turn CRM systems into a connecting element – rather than just an administrative tool. Role-based views, integrated content management, and automated sales triggers help to shape effective communication between field sales and marketing.
📖 The full article is available in Pharma Relations (Issue 07/2025), online at: Link
