GlaxoSmithKline Using Astute Solutions' CRM System

GlaxoSmithKline implemented Astute Solutions' PowerCenter system to manage consumer interactions, the customer relationship management solutions vendor said yesterday.

GlaxoSmithKline, Middlesex, UK, the pharmaceutical and healthcare company, wanted an e-CRM system that would streamline consumer communications and give various sites access to key consumer information while ensuring consistent quality. With millions using its consumer healthcare products, the company wanted a comprehensive consumer interaction system that also met Food and Drug Administration standards. Astute Solutions, Columbus, OH, partnered with the company to ensure the system met FDA requirements.

About 70 users at several GlaxoSmithKline locations operate PowerCenter to handle issues and questions for more than 20 product lines. Four areas of the consumer healthcare division — consumer communications, medical affairs, medical marketing and quality — will benefit from the streamlining for interdepartmental communications. They also will have access to complete consumer information.

GlaxoSmithKline uses the solution to handle consumer health questions about products, to communicate and market to doctors and hospitals nationwide and to ensure product quality and FDA reporting.

PowerCenter manages consumer information, identifies and reports on issues and trends and manages e-mail, fulfillment, correspondence and quality feedback. GlaxoSmithKline typically receives consumer inquiries via telephone, e-mail and fax. PowerCenter will integrate inquiries from multiple communication channels into one consumer information system.

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