Building a Cloud-Based Specialized CRM for Key Opinion Leaders in Global Ultrasound Industry
Developing a cloud-based CRM system is crucial for GE to effectively manage interactions with 80 Key Opinion Leaders in the ultrasound industry worldwide. The CRM will store both static and dynamic information, ensuring up-to-date records and confidentiality. Key features include linking static data (e.g., KOL details) with dynamic activities (e.g., meeting notes), managing interactions with GE team members, and securing sensitive information. A specialized CRM like Smartsheets can streamline this process and provide a user-friendly platform for the global team to collaboratively manage and engage with KOLs.
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Goal: We have 80 special ultrasound customers in the world we consider Key Opinion Leaders (aka KOLs) Whatever company wins over the hearts and minds of these top influences wins the ultrasound game. GE intends to win over the hearts and the minds of these 80 top influencer through various interactions, projects, speaking engagements, etc. This group of 80 KOL s are located all over the world. GE interacts with them with about 14 different people in functions like Marketing, R&D, Clinical Research and sales. The background information and up-to-date history of the interactions and next steps is a key to this process. Having this information available and up to date at a moments notice is essential. Currently this process is covered by a patch work quilt of personal spreadsheets that are never up to date, very hard to manage and cumbersome enough to require a new approach. Hypothesis: A cloud based specialized CRM that can be easily accessible globally, managed simultaneously, cheap and easy to update and modify would be amazing. It appears that Smartsheets might have this capability as other CRM s like Salesworkbench are way overkill for something like this, much more generic and hard to learn by those who don t do SWB.
Architecture of CRM database: There are two types of data and activities that are required to be linked together in this tool. First, much of the information on a given KOL is primarily static, this includes fields such as name, address, specialty, e-mail and so forth. Similarly the people on the GE team that manages them is static and could be referenced through their e-mail profile. The second type of information to capture is dynamic. This includes items like when was the last contact, what was the action items from this meeting, when do we close the action items, are they attending the upcoming RSNA show, is there a meeting set up There will be many, many records like this linked to the static information about a particular KOL. For example, there should be an record associated with each interation for a KOL. If there have been 10 interactions, then we should be able to see these 10 interaction records for any one of the 80 KOL s. Last point this information is highly confidential and if let out to the luminaries or our competition it would be a very bad situation. Thus we may want to hide certain fields from some users and lock down capturing this information if someone on the GE team went to the competition and took this with them. Dynamic Information 1: December 11: Meeting Notes and Actions Static Dynamic Information 2: December 12: Invited to next Conference Common Field is Last Name Information (ex. Hospital, Dr. Name) * * Dynamic Information x: December 24: Colleen to meet with him
Static Fields for KOL information: Region, Country, Zone Last name, first name, Title Phone number and e-mail Specialty Area, Key Research Areas Institution Name, Institution address In current research with GE (Y/N) KOL type Career stage (New, Middle, Mature) Primary GE Host name and e-mail Secondary GE Host name and e-mail Speaker Potential (Y/N) Affiliation to GE Level (L, M, H in Color Code) Competitor Affiliation (such as Philips,Canon) Main Competitor Affiliation (L, M, H in Color Code) Influence Level (L, M, H in color code) Urgency to Interact with (L, M, H in color code) Priority (L, M, H in color code) Include in Holiday card from Team? Document attachment (.pptx or .docx file describing KOL) Needs the ability to be secured or hidden from some users
Dynamic (Frequently added) Fields for KOL interactions there will be multiple entries of this information tied back to a specific KOL Last Interaction date Last interaction host Summary of meeting Next steps action items and owners Current status of action items (with notification list to owners) Next event to target for interaction (For Example RSNA) Invitation should be sent flag for next major event (such as SRU show)
Input Form 1 Static Information Delete Update KOL Last name NEW First name E-mail Phone institution Address 1 Address 2 City Zip State This should include all fields for Static Information The above is just a subset as an example Save Dynamic Information 1: December 11: Meeting Notes and Actions Static Dynamic Information 2: December 12: Invited to next Conference Common Field is Last Name Information (ex. Hospital, Dr. Name) * * Dynamic Information x: December 24: Colleen to meet with him
Input Form 2 Dynamic Information This form allows someone to enter All fields in the dynamic data base for a New interaction with a KOL, Date, Host, Action Items, assignments, etc. KOL Last name or New Last Meeting 1: Owner, Date, Host: Action, Comments Host Name or USCAN Last Meeting N: Owner, Date, Host: Action, Comments This form someone to update, modify or close action items previously assigned around a KOL Europe Update China, etc Search Dynamic Information 1: December 11: Meeting Notes and Actions Static Dynamic Information 2: December 12: Invited to next Conference Common Field is Last Name Information (ex. Hospital, Dr. Name) * * Dynamic Information x: December 24: Colleen to meet with him
Output Report 1: Action Item View Action Report This form allows someone to enter All fields in the dynamic data base for a New interaction with a KOL, Date, Host, Action Items, assignments, etc. KOL Last name New Check for all Action 1: Owner, Status, comments or Host Name USCAN Action N: Owner, Status Comments Europe This form someone to update, modify or close action items previously assigned around a KOL China, etc Update Print All Actions Open Actions Search Dynamic Information 1: December 11: Meeting Notes and Actions Static Dynamic Information 2: December 12: Invited to next Conference Common Field is Last Name Information (ex. Hospital, Dr. Name) * * Dynamic Information x: December 24: Colleen to meet with him
Output Report 2: Upcoming or Late Touchpoints versus Plan Upcoming or Late Report KOL Last name Report of: Check for all KOL Name, Host, Last Touch Point, Next Plan Touch Point, Last Action or Host Name USCAN KOL Name, Host, Last Touch Point, Next Plan Touch Point, Last Action KOL Name, Host, Last Touch Point, Next Plan Touch Point, Last Action Europe China, etc Print Late Touch points Future Date Dynamic Information 1: December 11: Meeting Notes and Actions Search Static Dynamic Information 2: December 12: Invited to next Conference Common Field is Last Name Information (ex. Hospital, Dr. Name) * * Dynamic Information x: December 24: Colleen to meet with him
