Pharma company centralizes doctors, hospitals, and product samples with Bigin
Use case
A Singapore-based pharmaceutical company with a subsidiary in Malaysia needed a single system to manage its relationships with hospitals and doctors, track product samples, and capture feedback. Their teams in both countries were working from scattered Excel files and local lists, with no central ownership of data and little visibility across borders. They chose Bigin to bring hospital and doctor engagement, sampling, and feedback tracking into one structured environment with role-based data control.
Requirement
Before Bigin, the company faced several challenges that slowed down sales and made compliance harder to manage:
- Scattered data: Doctor and hospital information lived in separate spreadsheets, with no single source of truth.
- No standard sampling process: Teams tracked samples manually, making it hard to know which samples were sent to which doctors and when.
- Limited cross-country visibility: The Singapore and Malaysia teams had only partial role-based controls and no clear country-based segmentation.
- Disconnected communication: Email coordination happened outside the CRM, so calls, tasks, and doctor-facing emails had no unified record.
- Manual data setup: City, country, and sector details had to be entered repeatedly, with no auto-population from hospital to contact level.
- Ad hoc compliance and security: There were no clear controls for sensitive personal health data or domain authentication.
Solution
Bigin was configured as a centralized CRM that mirrors how the company actually works. Here is how its features were put to use.
Business mapping and data structure
- Companies and Contacts: The Companies module represents hospitals; the Contacts module represents doctors and medical representatives—each with their own custom fields, titles, and salutations.
- Two-country model: A country picklist—combined with role-based visibility—separates Singapore and Malaysia data within one account.
- Auto-number IDs and list views: Records stay clean and easy to sort and find.
Data quality and automation
- Mandatory fields and unique email and mobile validation: These prevent incomplete and duplicate records.
- Auto-population: Country, city, state, and sector flow from the hospital record to its linked contacts, eliminating repetitive data entry.
- Round-robin assignment: New records are distributed evenly across team members.
- Tag-based workflows: Tags trigger automated actions and route records to the right pipeline.
- Stage-transition rules: Fields such as Request Name and Sample Quantity must be filled in before a deal can move forward.
Sampling and feedback pipeline
- Dedicated pipeline: A Sampling and Doctor Engagement pipeline follows each request through approval, issuance, and feedback.
- Custom fields: Sample Issued, Feedback Status, and Call or Interaction Result capture every key detail.
- Pipeline-level roles: Access is restricted so only the relevant sales reps (mainly those in Malaysia), can work in the pipeline.
Lead intake, approvals, and import
- Zoho Forms integration: New leads are captured through forms with country filters for Singapore and Malaysia.
- Approval workflows: Owners are assigned during approval, and CSV export is allowed only for approved records.
- Auto-tagging: Contacts are routed into the right pipelines by product or sector.
Email, security, and compliance
- IMAP email integration: Emails are synced into the CRM, with POP disabled for tighter control.
- Domain authentication: DKIM and SPF are set up for the company's sending domain to protect email deliverability and trust.
- Email sharing controls: Emails can be shared publicly or kept private.
- Field-level security and restricted exports: Sensitive personal health data is protected with controls aligned to healthcare-style compliance expectations.
Roles, visibility, and administration
- Country-specific profiles: Separate profiles for Singapore and Malaysia sales teams provide country-based views.
- Controlled actions: Deletion and bulk actions are limited by role.
- External sharing: Customer-facing stages can be shared externally, with clear data ownership and sharing rules.
- Backup reminders: A manual backup process is supported by scheduled reminders.
Analytics, mobile, and identity
- Zoho Analytics: Dashboards track samples by country, sector, city, and stage, with KPIs like samples per month—by doctor or hospital.
- Bigin mobile app: Field teams log visits and calls and update pipelines on the go, with Google or Outlook calendar sync.
- Zoho Directory: Users get centralized, role-based access to Bigin and Zoho Analytics through a simple domain setup.
Results
With Bigin in place, the company moved from fragmented tracking to a structured, visible, and secure process.
- One connected lifecycle: The doctor, hospital, and sampling journey now lives in a single Bigin environment, with clear pipelines for sampling, feedback, and follow-up.
- Clear regional visibility: Singapore and Malaysia teams see only what they need, while data syncs automatically from hospitals to contacts and smart tagging routes records into the right pipelines.
- Less manual work: Automated lead intake, approvals, and assignments reduced data entry and mis-routed samples across the six-user team.
- Stronger compliance and security: Domain authentication, restricted exports, and field-level control now protect personal health data.
- Data-driven planning: Live dashboards show samples per month, engagement by country and sector, and doctor-level interaction history, helping marketing and sales teams plan with confidence.
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