Teva Pharmaceuticals Unifies Global Commercial Strategy with Veeva CRM

技术

平台即服务 (PaaS) - 连接平台

适用行业

药品

适用功能

商业运营
销售与市场营销

服务

云规划/设计/实施服务
系统集成

挑战

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.

关于客户

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.

解决方案

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.

运营影响

Complete view of customers for better insights and improved engagement
Increased efficiencies by moving to a single system worldwide
Coordinated multichannel execution across all customer-facing teams

数量效益

Nearly 80% of respondents reported that they were satisfied with Veeva CRM for effective execution of their duties
More than three-fold increase in the percentage of respondents who now find it easy to plan their calls in Veeva CRM compared to their previous system
67% reported that it was ‘easy’ or ‘very easy’ to see all customer activity with Veeva CRM versus only 33% reporting the same with their previous systems