Communication key for CMOs & CROs; Informex panel

17-Feb-2010 - Last updated on 16-Mar-2017 at 15:29 GMT

Communication is a vital aspect of the relationship between CMOs, CROs and their clients, with a single point of contact who quickly informs sponsors of problems a necessity, according to a panel at Informex 2010.

Market trends, such as consolidation and strategic partnerships, are reducing the number of opportunities and making the environment for contract research and manufacturing organisations (CRO, CMO) increasingly competitive.

Consequently, a good reputation and relationships with existing clients are key to success. The panel at Informex 2010 in San Francisco, California, US, which included representatives of Pfizer and Genentech, cited poor communication as a major threat to good relationships.

To reduce this threat CMOs and CROs should provide clients with a single point of contact. This person can respond to the client's questions and also inform them of any difficulties in fulfilling the contract. Not informing the client of problems as they arise was a major gripe for the panelists.

Communication from first contact

The need for good communication, from a single point of contact, begins when a client and supplier first begin discussions, according to the panel. Early communication is viewed as a litmus test for how the relationship will development so a good performance is vital.

In particular, taking a long time to respond to a potential clients questions and queries is viewed in a negative light and could reduce the likelihood of a contract being agreed.

Meeting a client's communication expectations is particularly important given the reliance on word of mouth. Asked how they discovered new suppliers, the panel was unanimous in its view that word of mouth is vital.

Consequently, tainting a relationship with one client through poor communication can have a knock on effect and damage a company's chances of securing new business.