Customer relations: defining the problem and setting the searching direction

I've decided to discover what could be done for my customers in the industry I operate. The clients of the organisation I work for belong to a group of highly specialised professionals. Yet they are not the final users of the products we sell. Anyway, the final users have almost no impact on the products they get. This is medicine; a specialised part of medicine, to be more precise, where a doctor decides what is best for the patient. We can only persuade them that the products he/she wants to use are our products.

As a company that produces and sells products to the doctors (medical devices) we are also obliged to give them knowledge in this particular field we deal with.
Then, all the products that are produced by us ought to be produced according to the clients' advice and ideas.

My aim is to design such a customer service and create such customer relations with my clients that will help us keep them loyal, grow them into bigger & profitable customers. We want to serve them more efficient yet ensure that we are not only the company they buy products from but we are also the ones who care for them, who are vividly interested in knowledge spreading. They should know that they are not only "buyers" but also creators of those products.

Yet I have to remember that a balance has to be remained between cost efficiency and revenue in customer service. I think that success in this field means an incremental strategy that starts with efficiency and which steadily incorporates a range of revenue-driving activities enabled by technology, improved processes and cultural change.