Introduction to API
What is API?
An Application Programming Interface (API) is a way for two or more computer programs to communicate with each other. It is a type of software interface, offering a service to other pieces of software. A document or standard that describes how to build or use such a connection or interface is called an API specification. A computer system that meets this standard is said to implement or expose an API. The term API may refer either to the specification or to the implementation. (Wikipedia Definition)
Simply put an API enables exchange of data/information between two programs/applications. It acts as the middle layer which can facilitate data flow from an application to its database or between 2 different applications.
Technical terms with regard to API
| Type of API : | Private, Public, Partner and Composite |
| API Architecture : | Representational State Transfer(REST) and Simple Object Access Protocol (SOAP) |
| Data Format : | Json, XML, CSV |
Note: I am not getting into the technical aspect of API; this blog is to bring out the use of API from functional point of view.
Advantages of API:
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- High Security: With security keys and the planning that goes into the development, API is the most secure way to exchange data between Software applications.
- High Reliability: With the proper controls and logs put in, incorrect data will get rejected and proper notification and tabulation of the rejection gets done.
- High Reusability: Once the coding is done, tested, complied it can be reused multiple times.
- High Adoptability: Once the API is compiled, it can be called by any programming language.
- High Speed: The data movement is faster when API is used. We can see this when we pull large data at the time of plane/train booking.
Note: APIs are complex and need proper documentation and testing before it can be deployed. The interface process becomes highly stable when API is used.
How can API help in Sales/Marketing related activities for Pharma Companies?
There are several systems that are used by Sales and Marketing teams and there is dependency on each other in order to facilitate proper functioning of the department. Data from different systems might be needed for the Data warehouse and Analysis in terms of efforts and results. Some of the interfaces that we have done for our CRM/SFE product is given in the following sections.
1. CRM/SFE and ERP
There are several modules in CRM/SFE which has financial implications and needs to synchronize with ERP. There are also non-financial data that needs to flow between the two systems. The following are some of the areas of integration and is based on our own experience:
- Field force do a lot of travelling within and outside of their HQ. This results in various expenses like the stay, food, mementos for the customer, local travel, outstation travel etc. Apart from the reimbursement against bills produced, the sales team is entitled to daily allowance. The final value of reimbursement for an employee for a month along with the cost center and GL code needs to flow to ERP from where the final payment happens.
- Events are conducted in large numbers wherein the HCPs are invited and expenses for the venue/food and the honorarium fees are involved. First the budget for each region for conducting events need to flow from ERP to the CRM system and then the expense incurred need to flow to the ERP. The tight integration enables the Pharma Company to have control over the budget and ensure there is no excess spend.
- Pharma companies give special rates to Institutions. These rates are passed via the Distributor/Stockists. Post sales to the institutions, distributor wise claims are placed on the Pharma company for the differential. This data on approval has to flow to ERP for subsequent payment.
- Promotional inputs given to the Medical Rep for issuing to HCP flows from ERP to the CRM system.
- Some Pharma companies maintain the employee master in ERP and this data flows to the SFE system.
2. CRM/SFE and HRM
Employee data which include the personal details, official details, contact details etc. flows from the HRMS to the SFE system. Daily updates ensure promotion, resignation, transfers, new joinees are all up to date in the SFE system.
3. Data Warehouse and BI Analytics
The Commercial Excellence, Sales and Marketing teams need to analyze the efforts and results. The efforts are measured in terms of calls done, events conducted, sample given. Results are the Rx, Sales – both Primary and Secondary and Market Share data. Data for effort is available in the CRM/SFE system. Primary Sales will be available in the ERP system. Secondary Sales can be got form 3rd party or obtained from the field force. Market-Share data is procured from sites like IQVIA. All the data from the different sources can be pulled into the warehouse using APIs where available or through FTP where APIs are not available.
4. CRM/SFE and MDM
Some Pharma companies have a separate Master Data Management (MDM) system. Employee data, Doctor Data, Chemist Data etc. are maintained in MDM. This centralized system becomes the source and needs to flow into the CRM/SFE system at regular frequency.
5. CRM/SFE and CRM/SFE
All CRM/SFE applications do not have all the modules needed by the field force. There will be need for integration with another CRM solution so the field force can work effectively. This means data would need to flow from one CRM solution to another. Following are couple of use cases:
- Doctor Data will be maintained in the main core solution. This would need to flow to the 2nd application which has other features like Expense or Events.
- Daily Call Report data will need to flow from the core solution to the 2nd system for expense generation.
Final Summary
Apart from API s, there are different ways in which data can be exchanged between two systems namely File Transfer Protocol, Database to Database connectivity and Robotic Process Automation. But API though complex and time consuming to develop, enables seamless data flow with high performance.
R. Priya
Sr. Vice President
VSM Software Pvt. Ltd.