Case Study: Global innovation-driven biopharmaceutical company achieves streamlined managed markets operations and centralized account planning with Veeva Systems' Veeva CRM

Utilizing Veeva CRM to Support the Needs of Managed Markets

A top‑20, innovation‑driven biopharmaceutical company struggled for seven years to support its managed markets team with a sales‑force automation system built for sales reps. Account directors relied on personal spreadsheets and notes, lacked shared visibility into payer relationships and account activity, and needed a centralized, functional tool to capture institutional knowledge and streamline account planning and contracting.

The company implemented Veeva CRM after a successful proof of concept, rolling the system out to 80 users with phased training and dedicated CRM champions. Integrated with customer and product masters and formulary sources, Veeva became the single system of record, improving collaboration between field and headquarters, simplifying account planning and contracting, and driving high adoption—positioning managed markets as an organizational leader in account planning and eliminating manual processes.