This presentation considers the value and application of CRM to the pharmaceutical industry. It begins by identifying four components, in the form of steps, of CRM: (1) identification (2) differentiation (3) interaction (4) customization. The issue of CRM in the pharmaceutical industry is illustrated by the knowledge jigsaw, customer differentiation matrix and the distribution waterfall. From these the needs of the pharmaceutical company are assessed. Amongst the solutions to these needs are enabling technologies. These are listed and a particular focus is given to the internet. The next step is integration of the resultant information and of the multitude of channels. Attention is then paid to CRM application architecture and the elements of the CRM data warehouse.