Case Study: BioMarin Pharmaceuticals achieves scalable omnichannel content and streamlined governance with Veeva Systems

BioMarin Prepping for Omnichannel Success with a Scalable Content Model

BioMarin Pharmaceuticals, a 3,000‑employee biopharma based in San Rafael, set out to scale marketing content for a true omnichannel approach. The challenge was to streamline disparate regional processes, governance, and technology while keeping data-driven personalization and compliant MLR reviews at the center — all without discarding effective local practices or creating poor system configurations that would impede content distribution and reuse.

To address this, the team audited people, processes, and tools; implemented “smart” standardization; and established inclusive governance (an executive steering committee, application management team, and process owners). They re‑engineered their content model around measurable KPIs (like content reuse and review metrics), adopted PromoMats/DAM, and simplified taxonomy to improve routing and permissions. The result was a scalable, measurable omnichannel content operating model that reduced burden on users and agencies, empowered decision‑making, and demonstrated long‑term support for omnichannel marketing.

Biomarin Pharmaceuticals

Tom Zito

Associate Director of Global Content Management Operations