Case Study: Otsuka Pharmaceutical Europe achieves centralized digital engagement and high consent rates with Veeva Systems' CRM suite

Otsuka Europe Embraces CRM to Support Digital Transformation

Otsuka Pharmaceutical Europe, a 1,500‑employee affiliate based in Wexham, UK, was rolling out Veeva CRM across its affiliates when COVID‑19 made digital engagement with healthcare professionals urgent. Before the pandemic, inconsistent CRM usage, no digital channel capability, and fragmented reporting left the company unable to offer channel choice, capture consent reliably, or measure engagement across markets.

Otsuka implemented the Veeva suite (CRM, Approved Email, Engage Meeting, Engage for Events, CLM, Vault PromoMats), standardized processes, and trained local CRM leads to centralize consent and compliance workflows. The rollout to 350 users enabled hybrid engagement at scale, drove a Europe average consent rate of 55% (90% in Italy, 80% in Spain), delivered a 47% email open rate, and improved content repurposing, governance, and measurable HCP engagement.

Otsuka

Paul Allen

CRM Strategy Manager