Case Study: Lundbeck achieves customer-centric, more efficient field engagement in China with Veeva Systems' cloud-based Veeva CRM (iRep)

Lundbeck Selects Cloud-Based Veeva CRM to Support its China Strategy

Lundbeck, a global research-based pharmaceutical company focused on brain disorders with growing operations in China, faced challenges from rapid local expansion: dispersed teams needed to collaborate more closely and improve the effectiveness of communications with doctors and other customers across sales, marketing and medical affairs.

To address this, Lundbeck China deployed Veeva iRep, a cloud-based CRM and CLM solution optimized for the iPad, providing integrated customer data, interactive e-detailing (eDAs), automatic capture of call activity and fast call reporting. The rollout boosted field-force productivity, enabled more targeted and personalized interactions, improved cross-functional collaboration and data-driven market strategy, helping Lundbeck advance its customer-centric goals in China.

Lundbeck

Kelly Chen

National Sales Director, Lundbeck China