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Teva Pharmaceuticals Unifies Global Commercial Strategy with Veeva CRM
Technology Category
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Pharmaceuticals
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Cloud Planning, Design & Implementation Services
- System Integration
The Challenge
In the early 2000s, Teva Pharmaceuticals began acquiring various companies to expand its business. As the company grew, it needed to harmonize its commercial go-to-market strategy across regions and divisions, share best practices, and capture a comprehensive view of the customer. However, due to the acquisitions, the company was challenged with disparate customer relationship management (CRM) systems worldwide – more than 35 different, siloed systems in Europe alone – impacting visibility across the enterprise. Teva needed a unified CRM system globally that was configurable to meet local requirements and support all teams across generic and branded drug products. In addition, a variety of interaction preferences from different customers and the proliferation of handheld technology sparked an increase in the number of communication channels required to market Teva’s drug therapies. This drove Teva to search for a CRM solution that would enable coordinated multichannel execution and provide complete visibility into interactions across all channels for a complete view of the customer.
About The Customer
Teva Pharmaceutical Industries Ltd, which is headquartered in Israel and founded in 1901, has a long history of supplying the world with critical therapies. The company is the recognized leader in generic products with a rapidly growing pipeline of branded products from a series of acquisitions over the last 10 years. As one of the top 10 pharmaceutical companies in the world, Teva operates in more than 60 countries around the world.
The Solution
An advanced cloud-based architecture was a prerequisite, so Teva conducted an extensive analysis of the leading cloud CRM providers. The company determined that multichannel Veeva CRM, part of Veeva Commercial Cloud, was the best solution. With the decision to standardize on Veeva CRM, Teva embarked on a global initiative to redefine its commercial strategy, putting the customer in the center. Veeva CRM, easily accessible in the cloud and interoperable with critical applications, delivers the holistic view of customers that Teva needed to coordinate interactions across channels. It also offers functionality to manage key accounts and build relationships with stakeholders. Further, Veeva CRM’s integrated order management feature proved critical to support the transactional selling element of the account management approach for the company’s vital generic business. Veeva CRM was first deployed in the U.S. and Canada and then rolled out to all other markets.
Operational Impact
Quantitative Benefit
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