Case Studies: Biotechnology
Biogen-Idec: Growing a Customer-Focused Supply Chain
M. Eric Johnson, Julia Kidd
Length: 19 pages
Publication date: 2005
Case#: 6-0022
Biogen CEO Jim Mullen was taking the biotech firm from a research-focused business model to a more customer-centric enterprise. This case looks at his plan for a significant IT investment in a new customer relationship management (CRM) system to support more patient interaction in the company's call center, improve the flow of medication to patients, and provide better access to account information for its increasingly international and mobile sales force.
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Topics: Innovation, Marketing, Supply Chain
Industry: Biotechnology
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