Case Study: Shionogi achieves a harmonized customer data foundation and faster multi‑market launches with Veeva Systems (Veeva OpenData)

Shionogi’s Harmonized Data Foundation Powers Multiple Successful Launches

Shionogi Europe, which established its EU headquarters in Amsterdam after entering the market in 2014, expanded rapidly into women’s health and hospital specialty care but struggled with fragmented customer data across markets (different legacy providers and in‑house systems). Disconnected data caused slow reporting, poor alignment with reps’ workflows in Veeva CRM, and risked hampering product launches—so the company needed a harmonized, scalable customer data foundation.

Shionogi implemented Veeva OpenData (with OpenData Sync and Veeva Link), migrating key markets and achieving 90–95% automatic matches during merge-and-match in Italy. Native CRM integration gave reps instant access to the full HCP universe and richer affiliation data, enabling faster targeting, less partner overlap, and real‑time analytics. The result: smoother launches across therapeutic areas, extended hospital and HCP reach, improved field-force efficiency, and a single trusted source of customer data.

Shionogi

Francesco Assettati

Senior Manager for Commercial Excellence