Paradigmatic CRM Approach: A Panacea to Sales Depression in Health Care Industry in Nigeria

Abstract

In the health care business environment ranking, Nigeria is found towards the bottom of the table featuring fourteen key countries in the Middle East and Africa (MEA) region.  While Nigeria continues to be considered one of the least attractive markets in the region, its potential beyond forecast period is relatively considerable, given the sheer population size and its high disease burden.  Nigeria’s healthcare market is forecast to grow to US$1.27 billion in 2012, thus more than doubling 2007 figure of US$596 million.  Paradigmatic CRM Approach could be a panacea to the sales depression in Healthcare Industry in Nigeria, as it represents the most profound and exciting sales opportunities in businesses today.  The regression factor score result of this study indicates satisfied significance effect of the independent variables of CRM at p = 0.05 level of significance and a corresponding value of F = 129.925.  This suggests that cross-disciplinary teams should be established from the initiation of the planning stages for CRM that require IT and sales managers to work together as well as other functional players like marketing, accounting and sales support.

Keywords: Strategic Alliance; Competitive Environment; Salesforce Automation; Sales Volume Analysis; Interactive Marketing; Environmental Scanning; Strategic Window; Strategic Business Units.