The current mantra of pharmaceutical e-business is 'integrate e-business into sales and marketing for a better ROI and more sales.' I found out what this means by attending eyeforpharma's e-Sales & Marketing for Pharma USA conference held at the Philadelphia Crowne Plaza Hotel on October 9-11, 2002. The following is a summary of a presentation by by Philippe Barzin, Director Connectivity, Johnson & Johnson. Instead of talking about CRM (Customer Relationship Management), Barzin focused on HRM or 'Healthcare Relationship Management.' While CRM focuses on a single customer at any one point in time, HRM focuses on supporting the customer across multiple channels - Web, email, call center, field visits - and over a lifetime. Considering the physician customer first, Barzin cited research showing that physicians value many sources of contact with pharma companies and actually find online sources less valuable than offline!