Indegene Helps a Top 10 Pharma Leader Improve Campaign Engagement by 25%

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The Customer

A global top 10 biopharmaceutical company set out to enhance HCP engagement, campaign execution, and sales effectiveness through Veeva CRM’s omnichannel capabilities. However, gaps in suggestion management, survey visibility, and campaign execution were limiting field productivity and data consistency. To overcome these challenges, the company partnered with Indegene, leveraging its deep domain expertise in Veeva CRM to drive operational excellence and maximize engagement impactdeep domain expertise in Veeva CRM to drive operational excellence and maximize engagement impact.

Team reviewing campaign performance during a strategy meeting

The Challenges

  1. Field teams relied on next-best-action recommendations to inform their interactions with HCPs. However, failures in global triggers prevented Veeva Suggestions from loading in certain markets, leaving reps without crucial real-time insights. As engagement efforts stalled, opportunities for personalized interactions diminished, directly affecting sales and marketing outcomes.

  2. Reps needed a clear view of brand adoption trends to tailor their outreach strategies, yet the HCP360 Omni Rep Dashboard lacked visibility into these critical insights. Without access to this data, sales teams were forced to rely on guesswork, slowing decision-making and diluting the effectiveness of marketing and sales campaigns. The inability to leverage brand adoption data meant missed opportunities for strategic, data-driven engagements.

  3. Surveys configured in Omni Journey Mapper (OJM) were not appearing in Veeva CRM due to language mismatches across different markets. Field reps were unable to collect crucial HCP feedback, leading to gaps in understanding customer needs and preferences. Without standardized survey accessibility, inconsistent data collection hampered efforts to drive targeted engagement and refine marketing strategies.

  4. Outdated and new campaign suggestions were simultaneously triggering within Veeva CRM, creating confusion for field reps. Instead of clear, prioritized outreach recommendations, reps were inundated with conflicting guidance, leading to inefficiencies in customer interactions. Indegene traced the issue to misconfigured Promotional Activity Manager (PAM) rules, which caused overlapping recommendations that disrupted campaign execution.

  5. A single modification—such as deleting content from one campaign—unexpectedly triggered data loss across multiple campaigns within the CRM. This cascading effect led to inconsistencies in reporting and operational disruptions. Without safeguards to protect data integrity, teams struggled to recover lost insights, affecting strategic planning and campaign tracking.

The Solution

Indegene deployed a structured and scalable approach to resolve these challenges, leveraging its expertise in Veeva CRM to enhance system functionality and improve engagement outcomes.

Restoring Veeva Suggestion Functionality and Enhancing Data Flow

Indegene identified SnapLogic pipeline disruptions as the root cause of the global trigger failures that prevented market-specific Veeva Suggestions from loading. By implementing real-time monitoring and automated alert mechanisms, Indegene proactively detected failures and restored seamless data flow. A newly introduced validation framework ensured that reps received timely, accurate next-best-action recommendations to enhance their interactions with HCPs.

Unlocking Brand Adoption Insights in HCP360 for Strategic Engagements

Indegene diagnosed and corrected ODAT-to-OJM data synchronization gaps that prevented brand adoption insights from appearing in the HCP360 dashboard. By restoring real-time brand adoption metrics, reps gained the ability to align their outreach strategies with actual HCP behaviors, enabling more targeted, data-driven engagements.

Ensuring Seamless Survey Accessibility Across Markets

To resolve survey visibility issues, Indegene conducted a comprehensive audit of language configurations in OJM and Veeva CRM. By mapping and updating missing language parameters, Indegene ensured that surveys were displayed correctly for both reps and HCPs, leading to higher response rates and more consistent feedback collection. These improvements provided the sales team with actionable insights for refining engagement approaches.

Optimizing Campaign Execution with a Future-Proofed Recommendation Engine

By addressing misconfigurations in the PAM engine, Indegene implemented a structured expiration process to phase out outdated recommendations and ensure only the most relevant, up-to-date suggestions surfaced in Veeva CRM. This streamlined campaign execution, reduced confusion for field reps, and enhanced the clarity of next-best-action prompts, leading to more effective HCP engagement.

Strengthening CRM Governance and Safeguarding Data Integrity

Indegene identified hidden cross-campaign dependencies that posed risks to data integrity. To prevent unintended deletions and data losses, enhanced validation rules were introduced, creating a safeguard against cascading errors. This proactive governance framework ensured uninterrupted campaign execution and reliable Pharma CRM operationsPharma CRM operations, allowing teams to trust their data for strategic decision-making.

Outcomes

Indegene's strategic optimizations to the Veeva CRM ecosystemVeeva CRM ecosystem transformed the organization's ability to drive effective HCP engagement, optimize campaign execution, and enhance field force efficiency. By enabling seamless access to brand adoption insights, improving next-best-action recommendations, and reinforcing data integrity, the company achieved measurable gains in performance:

70%

improvement in HCP insights

45% ↑

faster campaign workflows

25% ↑

increase in campaign engagement rate

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