Case Study: Dyax achieves unified cloud master data and improved multichannel customer engagement with Veeva Systems

Dyax Gains a Foundation for Multichannel Customer Engagement in the Cloud

Dyax Corporation, a Massachusetts–based biopharmaceutical company focused on discovering and developing novel therapies, needed to scale multichannel customer engagement but struggled with fragmented, outdated HCP and HCO data. Decentralized updates in the CRM produced duplicate and incomplete records—about 2,000 problematic HCO entries (15% of targeted accounts), several hundred duplicate HCPs, and thousands of missing contact details—forcing reps to spend time cleaning data instead of engaging customers.

Dyax implemented Veeva Network as a cloud-based customer master and layered in Veeva CRM Approved Email with Veeva Vault PromoMats for compliant content, centralizing stewardship and data updates. The company gained instant access to 14,000 HCP/HCO records, 57,000 addresses and 6,000 emails; reps submitted an average of 65 data change requests each, producing 385 updated accounts, 364 new accounts and 509 new/updated addresses. Duplicates were eliminated, profiles enriched for compliant outreach, call prep time fell, and email open rates climbed from 35% to about 40% (up to 46% for some templates), improving targeting and engagement.

Dyax

Andrew Sheely

Director of IT, Dyax Corporation