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PDI had been struggling with a customer dataset of millions of physicians, nurse practitioners, pharmacists and other healthcare professionals (HCPs)
(Parsippany, NJ), a leading US contract sales organization, had been struggling with a customer dataset of millions of physicians, nurse practitioners, pharmacists and other healthcare professionals (HCPs). Most recently, it sought to incorporate HCP affiliations with various healthcare organizations (HCOs). PDI identified these as more than 800,000 organizational profiles with more than 20 classes of trade. Ensuring the integrity of such a tremendous data pool (i.e., creating clean, accurate lists; data scrubbing; and maintaining target versus non-target affiliations), let alone integrating datasets, was resource-intensive.
“We needed a more efficient way to provide clients access to the most up-to-date, validated HCP and HCO information,” says Frank Arena, SVP of commercial operations at PDI. “A state-of-the-art, flexible solution would satisfy clients’ growing data needs and continue to evolve with changing market dynamics.”
As a pioneering client of Veeva’s customer relationship-management software, PDI chose to upgrade its MDM resources with the recently developed Veeva Network, the MDM technology that makes use of Veeva’s OpenData database. “The solutions bring data together in one system, allowing PDI to efficiently maintain a complete and accurate view of customers, process data change requests from anywhere, and execute across all channels,” according to Felix Izquierdo, Director of Applications Management at PDI.
Following a rapid, eight-week implementation, PDI was able to consolidate multiple supplier sources for state license number validation and to better manage list maintenance—representing 50% cost savings to the organization in these areas. The ability to drive multichannel efforts more cost effectively with Veeva OpenData’s more than 1.4 million validated HCP email addresses is also a benefit. Prior to implementing the Veeva solution, PDI would work with outside providers to procure email lists; now, PDI provides this as a turnkey service to clients.
“Our move to Veeva Network and Veeva OpenData was ultimately about being able to improve efficiency, speed, and salesforce effectiveness for clients. But we’ve also gained the tools to carve out new opportunities,” concludes Arena. “A single customer master application and data source allows us to develop the necessary analytics to inform future commercial strategy and unlock the channel mix mystery for continuous improvement for us and our clients.”