Indegene Helps Pharma Leader Improve Sales Rep Efficiency by 35%

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The Customer

A global biopharmaceutical leader specializing in oncology, neuroscience, and rare diseases was facing mounting inefficiencies in its Sales, Medical, and Market Access operations. Disjointed data, cumbersome compliance processes, and workflow bottlenecks were slowing down productivity and limiting the ability to make informed strategic decisions. Recognizing the need for a more streamlined and data-driven approach, the organization sought a trusted partner with deep expertise in both Veeva CRM and the life sciences industry. Indegene stepped in, bringing its proven ability to optimize CRM ecosystemsoptimize CRM ecosystems and empower field teams with the tools needed for success.

Commercial and medical leaders discussing operational priorities

Challenges

The organization’s existing [[CRM framework|/insights/blogs/crm-system-of-transformation|CRM framework]] struggled to support its expanding business needs, resulting in inefficiencies across key operational areas:

  1. Each team—Sales, Medical, and Market Access—operated within its own data silo, making collaboration and strategic alignment nearly impossible. Without a unified data repository, engagement tracking became inconsistent, accounts were frequently misaligned, and targeting efforts lacked precision. Field teams struggled to access the full picture of customer interactions, leading to missed opportunities and inefficient decision-making.

  2. Without an automated approval process, marketing teams faced prolonged delays in getting promotional content to market. Each asset required manual regulatory reviews, significantly extending turnaround times and slowing campaign execution. The cumbersome approval cycle not only hampered speed-to-market but also introduced compliance risks, as inconsistencies in review workflows led to potential regulatory oversights.

  3. Sales reps and internal teams found themselves caught in a cycle of inefficiencies, with critical CRM functions—such as sales territory assignments, Data Change Request (DCR) processing, and product setup updates—moving at a sluggish pace. Delays in execution not only reduced productivity in the field but also created bottlenecks in internal workflows, preventing teams from making timely, data-driven decisions. As a result, business momentum slowed, and valuable opportunities to optimize customer engagement were lost.

  4. Without robust dashboarding and analytics, teams were navigating blind, unable to extract meaningful patterns from customer engagement trends, sales performance, and HCP targeting data. This lack of visibility stifled their ability to anticipate market shifts, optimize outreach strategies, and drive impactful decision-making, leaving them reactive rather than proactive in their approach.

  5. Field teams struggled with cumbersome manual processes for aligning accounts, assigning reps, and targeting HCPs. The lack of automation led to regional inconsistencies, forcing sales teams to spend valuable time on administrative tasks instead of engaging HCPs. These inefficiencies not only slowed down operations but also diluted the impact of sales efforts, creating challenges in executing a cohesive, data-driven strategy across different markets.

The Solution

Indegene deployed a structured Veeva CRM transformation strategyVeeva CRM transformation strategy, addressing inefficiencies and enhancing system capabilities to enable seamless sales, medical, and market access operations.

Unified Customer Data with Veeva CRM

The data fragmentation challenge was tackled by standardizing HCP, HCO, and account data across teams. This transformation established a single, reliable source of truth, ensuring field representatives, medical teams, and market access stakeholders had access to accurate, real-time insights. With a unified data foundation, teams could make informed decisions, align strategies seamlessly, and engage with HCPs more effectively.

Marketing Compliance Optimization

The promotional content approval process was improved by integrating Veeva Vault PromoMats, automating workflows that once caused costly delays. By streamlining compliance checks and accelerating review cycles, the company ensured marketing materials met global regulatory standards without slowing down time-to-market. This transformation empowered teams to execute campaigns faster and with complete confidence in compliance.

Enhanced Sales Operations

Indegene redefined sales operations by implementing a data-driven approach to targeting and account alignment. By optimizing territory assignments using postal codes, the team ensured that sales reps were strategically positioned within their designated geographies for maximum impact. A rule-based Account Alignment framework further streamlined operations, automating the assignment of Rep Targeted Accounts to the correct territories. Additionally, Indegene enhanced product setup processes, ensuring MyInsights reports reflected the most up-to-date configurations, empowering sales users with accurate insights to drive engagement and performance.

Process Automation & Workflow Enhancement

A sophisticated automation strategy was implemented to eliminate inefficiencies in critical CRM workflows. By developing a Lightning Record-Triggered Flow, Indegene ensured that email notifications for Data Change Requests (DCRs) were generated and processed automatically, reducing manual intervention and accelerating response times. Additionally, system accuracy was refined through a meticulous List of Values (LOV) optimization—outdated values were systematically deactivated, relevant new ones were integrated, and comprehensive user testing validated these updates in real-world scenarios. This automation significantly enhanced operational efficiency, allowing teams to focus on strategic, high-value activities.

Advanced Analytics

Indegene elevated the company’s analytics capabilities by integrating Power BI with Veeva CRM, transforming fragmented data into actionable insights. With real-time visibility into sales performance and market access trends, teams could now anticipate opportunities, refine engagement strategies, and make data-driven decisions with confidence. This shift empowered field reps and leadership alike, ensuring every customer interaction was backed by robust analytics.

Outcomes

With Indegene’s expert intervention, the organization’s Veeva Vault CRM ecosystem was transformed into a highly efficient, data-driven platform. Sales, Medical, and Market Access teams benefited from improved operational agility, enhanced compliance, and increased productivity. At the same time, automated workflows, streamlined account alignments, and advanced analytics drastically reduced inefficiencies, allowing the field force to engage HCPs with precision and speed.

100%

compliance adherence with promotional content

40% ↓

reduction in CRM process delays

35% ↑

increase in sales rep efficiency

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