Case Study: Top 20 Pharma Company achieves unified account-based engagement with IQVIA OCE

Top 20 Pharma Company Selects IQVIA OCE to Help Advance its Digital Focus

Top 20 Pharma Company, one of the industry’s largest field forces, faced fragmented CRM processes that led to repeated outreach to the same matrixed healthcare providers and poor alignment across sales, medical and marketing teams—issues that were acute in its Oncology and Specialized Medicines units with 12 distinct field personas. To address these challenges the customer selected IQVIA and its Orchestrated Customer Engagement (OCE) platform to deliver an account-based, role-specific CRM solution.

IQVIA deployed OCE beginning with U.S. prototypes and tailored configurations, integrating data, machine learning and advanced analytics to surface HCP insights, respect preferences and provide a continuously updated activity history across functions. The implementation delivered an account-oriented engagement model that ensured all roles shared a consistent customer view, broke down silos, reduced duplicate outreach and improved collaboration and decision-making across the organization.