A global pharmaceutical company was aiming to design and deliver consistent business processes across EMEA region, through the implementation of modern digital tools adapted to each market type.
Context
The client is one of the world’s leading pharmaceutical laboratories covering nearly 90% of therapeutic areas with its 1400 generic medicines. Present in over 145 countries, with a patient-centric corporate culture, the group aspires to providing access to high-quality medicines to 7 billion people. In a continuing evolution of the Life Science business, the group needed to set up a One-CRM application based on a US blueprint with built-in compliance, Global Sales KPIs and Incentive metrics. Veeva technology was chosen for Sales users, Salesforce.com technology for Customer Services and Marketing users.
Mission
The client wanted to harmonize marketing, call centers and sales processes across its affiliates, complete the global core template, which would minimize local configuration, reduce the complexity and drive the future state of business excellence and commercial operations. The project was due within 6 months only. It would also be the opportunity to rationalize the company’s legacy structure having recently merged with one of its major competitors, purchased earlier.
Results
Smart and effective harmonization of business processes was driven, using expertise in Veeva CRM functionalities and Pharmaceutical industry best practices. It started by running workshops with key stakeholders to understand business requirements and immediately launched a streamlined communication plan. Once existing processes were analysed, a governance framework was established to limit local process variations from harmonized global standards. In this way, the global core platform was completed, whilst at the same time identifying the customization needs to satisfy local regulations or high-value business needs. Then Veeva modules were identified to meet regional specificities and business objectives going forward. In the context of recent mergers, existing customer databases were integrated too, rationalizing this with, and hence, streamlining an existing master data management solution. Finally, end to end solutions were identified and delivered to the client within the prescribed 6 month deadline.