Case Study: Merck Sharp & Dohme UK (MSD) achieves 118% improvement in pre-call planning with Veeva iRep by Veeva Systems

Merck Sharp & Dohme UK Improves Effectiveness of Planning by 118% with Veeva iRep

Merck Sharp & Dohme UK (MSD), the UK subsidiary of Merck, needed to replace a 16-year-old custom CRM after a failed client/server attempt. The company sought a single, scalable European CRM with mobile eDetailing, closed-loop marketing and advanced analytics to improve rep planning, productivity and future adaptability.

MSD ran a 10-week proof-of-concept with Veeva iRep (cloud-based CRM + CLM on iPad) for its 100+ immunology team. Adoption was rapid and measurable: pre-call planning effectiveness improved 118%, 70% of users reported high or very high value, usability rose to 8.1 from 4.4, field access increased to 82% (from 23%), and collaboration improved 148%, leading MSD to plan a broader European rollout.

Merck

Geoff Warren

CRM Project Lead, MSD