Case Study: TEVA achieves a unified global commercial strategy and improved customer engagement with Veeva Systems' Veeva CRM

Teva Pharmaceuticals Unifies Global Commercial Strategy with Veeva CRM

Teva Pharmaceutical Industries, a top‑10 global drug maker with a century-long history and operations in 60+ countries, faced a fragmented commercial landscape after a decade of acquisitions: dozens of regional CRM systems (more than 35 in Europe alone), inconsistent processes, and limited visibility into customer interactions across channels. The company needed a single, configurable global CRM that would harmonize go-to-market strategies, support both generic and branded businesses, and enable coordinated multichannel engagement with a complete view of the customer.

Teva standardized on Veeva CRM’s cloud platform and rolled it out from North America to all markets, enabling interoperable, multichannel execution and integrated order management for transactional accounts. The unified system delivered better customer insights, streamlined global collaboration, and measurable productivity gains—nearly 80% of users reported satisfaction, 74% found the system easy to use, and teams reported substantially higher confidence and ability to engage customers (95% vs 56% confidence; 65% vs 10% effective engagement compared with prior systems).

TEVA

Christian Griffin

Head Of Commercial Excellence