Veeva CRM for harmonizing a major pharmaceutical group’s business processes in EMEA

SunTseu Life Science accompanied a major pharmaceutical group in implementing Veeva CRM as the Global Standard for Sales Force Administration in EMEA. The implementation of Veeva CRM reduced global complexity based on consistent Go-to-Market Processes, Wordwide, for each market type.

The Context

Our client is one of the world’s leading pharmaceutical companies covering nearly 90% of therapeutic areas with its 1400 generic medicines. Present in over 145 countries, with a customer centric corporate culture, the group aspires to providing access to high-quality medicines to 7 billion people. In a continuing evolution of the pharmaceutical business, the group needed to set up a One-CRM solution in Europe based on a US Core model within only 6 months. It would also be the opportunity to rationalise the company’s legacy structure having recently merged with one of its major competitors, purchased earlier in 2015.

Their Objectives

SunTseu Life Sciences was engaged by this tier one international group to drive harmonization of global sales processes based on a US defined Core Model. Our client wanted to complete the global core template which would minimize local configuration, reduce the global complexity and drive the future state of sales excellence & operations. This pharmaceutical group needed a solution with built-in compliance, Global Sales KPIs and Incentive metrics.

Our Approach

As experts in Veeva CRM implementations, SunTseu Life Sciences drove a smart & effective harmonization of global processes. We started by running workshops with key stakeholders to understand their processes and immediately launched a streamlined communication plan. Once we had analysed their existing processes, we established a governance framework to limit local process variations from harmonized global standards. In this way, we completed the global core platform, whilst at the same time identifying the customisation needs to satisfy local regulations or high-value business needs. We then identified the Veeva modules that would allow the EMEA region of our clients business to meet its requirements and business objectives going forward. In the context of their recent mergers, we also responded to the clients need for integrating existing customer databases, rationalising this with, and hence, streamlining an existing master data management solution. Backed by over 15 years of experience in CRM implementations, Suntseu Life Sciences identified and delivered the end to end solutions to our client’s challenges within the prescribed 6 month deadline.

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