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Merck Sharp & Dohme UK Improves Effectiveness of Planning by 118% with Veeva iRep
Technology Category
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
- Healthcare & Hospitals
- Pharmaceuticals
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
Services
- Cloud Planning, Design & Implementation Services
- Software Design & Engineering Services
The Challenge
MSD UK, a subsidiary of Merck, was struggling to find a replacement for its 16-year-old custom-built CRM system. The company had tried one of the leading client/server CRM systems, but it failed to meet their needs. MSD was specifically looking for a CRM solution with innovative mobile capabilities for eDetailing and sophisticated analytics. They also wanted a uniform CRM platform that could be implemented across all of Europe and grow with the company. The challenge was not only about replacing outdated technology but also about adapting their approach to stay ahead as the industry evolves.
About The Customer
MSD UK is the United Kingdom subsidiary of Merck, a leading global healthcare company. Merck is known for discovering, developing, manufacturing, and marketing a wide range of innovative pharmaceutical products aimed at improving human health. The company invests heavily in marketing and is always looking for ways to improve the effectiveness of their marketing communications. They were in need of a CRM solution that could provide them with statistically meaningful information on the impact of their marketing messages in customer interactions.
The Solution
Merck had recently standardized on iRep, an integrated CRM and closed loop marketing (CLM) solution for the Apple iPad, in the U.S. Seeing the success of iRep in the U.S., MSD UK decided to consider the cloud-based solution in Europe. They conducted a proof of concept (POC) project for iRep with their 100+ person immunology team in the UK. The company was impressed with iRep's rich, life sciences-specific functionality, configurable platform for unparalleled flexibility, innovative iPad application, and proven platform to support regional deployments. They also expected to get a lot of value from iRep’s built-in CLM functionality, which would help them determine which marketing communications are working and which are not.
Operational Impact
Quantitative Benefit
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