In pharma, CRM systems have become increasingly complex, packed with features like AI-driven suggestions, dynamic segmentation, and advanced reporting. Yet despite all this innovation, adoption rates among field reps remain disappointingly low.

The reason is simple: too many CRM systems are built for management reporting, not for the people who actually use them every day.

The Problem: CRM Built for the Org Chart

At Media-Soft, we’ve seen it time and again. Companies roll out powerful CRM updates with impressive AI capabilities, only to watch adoption rates plummet.

Field reps complain:

“The suggestions are disconnected from what actually works in my territory.”
“Channel preferences are outdated and irrelevant.”
“It doesn’t save time—it adds steps.”

When CRM is designed around corporate structures and reporting lines, it often ignores the real-world workflows and pain points of field teams. The result? Expensive tools that no one wants to use.

Our Solution: Design CRM Around the User

Our new playbook, “Designing CRM Around the User — Not the Org Chart,” is a practical guide for anyone looking to change this dynamic.

Inside, we share actionable strategies to:

• Reduce admin burden for sales reps

• Help teams identify the right HCPs faster

• Surface relevant content at the right time

• Align AI initiatives with real user value

• Run co-design sessions to shape better systems

• Avoid costly assumptions that lead to CRM failure

We believe that true commercial transformation doesn’t start with tools—it starts with trust and user-centered design

Rethink your CRM!

If you’re planning your next CRM update or exploring AI integration, don’t start with technology. Start by talking to your users.

Our playbook is your step-by-step guide to building a CRM that reps actually want to use—and that delivers measurable results.

Download the playbook here: www.media-soft.info

Let’s put users back in the driver’s seat of CRM.