Case Study: Organon achieves rapid omnichannel field planning and a 46% increase in priority HCP interactions with Veeva Systems (Veeva Align & Veeva CRM)

How Organon successfully implemented an impactful profiling, segmentation, and targeting strategy with Veeva CRM and Veeva Align

Organon, the biopharma spun off in 2021, needed to harmonize processes, data, and technology across more than 60 countries. The company struggled with low segmentation and targeting (only ~70% of markets had HCP segmentation and one-third of planned calls weren’t linked to segmented HCPs), inconsistent tools and manual spreadsheets, limited analytics, and organizational constraints from its smaller scale and varied market cultures.

Partnering with Veeva, Organon built a strategy-to-execution framework and deployed Veeva Align and Veeva CRM to formalize profiling, segmentation/targeting, execution, and analytics. The global rollout completed in nine months across 63 countries and delivered measurable gains: +21% segmentation, +27% targeting, and a 46% increase in interactions with priority HCPs—streamlining field planning and improving omnichannel engagement.

Organon

Maciek Wojtaszewski

Omnichannel Customer Engagement Director