Case Study: Dafra Pharma improves market insight and client loyalty with Microsoft Dynamics 365

European pharmaceutical company uses CRM to improve market insight and client loyalty

Dafra Pharma is a Belgian pharmaceutical company supplying hospitals and clinics across 30 African countries. With about 150 field reps, the company relied on pen-and-paper records and inconsistent processes, leaving it unable to segment markets, capture reliable customer data from hundreds of daily visits, or get clear visibility into local hospitals and pharmacies.

Dafra implemented Microsoft Dynamics CRM Online and Office 365 on tablets, using a train-the-trainer rollout to capture contacts and visit reports in the cloud. The CRM delivered real-time market insight, reduced administrative burden, enabled targeted communications and promotional campaigns, improved field presentations, and helped the company better match products and services to customer and patient needs.

Dafra Pharma

Nathalie Geets

Innovation Director