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In first year, the product has six of Top 20 companies as clients
As part of the Veeva Commercial Cloud suite, CRM Events Management, introduced around a year ago, fills a key multichannel marketing need: providing an enterprise-wide IT solution, and integrating data generated during the events-planning process with other marketing and sales activities. The company says that six of the Top 20 global pharma firms, and a total of 14 in all, have adopted the solution for both live and virtual events.
Sanofi Pasteur MSD, for example, replaced its local event planning system in Germany with CRM Events Management in its ongoing drive toward multichannel engagement. “Veeva CRM Events Management aggregates all spend and speaker data in one system that’s integrated with our CRM so that we can measure event success as part of our multichannel strategy,” said Alexandre Gultzgoff, Sanofi Pasteur MSD’s deputy director of IT, in a statement. “We also now have a consolidated view of all customer interactions to ensure compliance with regional EFPIA and local transparency spend rules in Europe.”
Indeed, compliance is a more prominent part of pharma’s event planning activity, given that in the US, the Open Payments system requires recording spending on healthcare providers through such activities, and much of Europe’s pharma industry is meeting similar reporting rules that went into effect earlier this year. With CRM Events Management, companies have total visibility of speakers, attendees, activities, and expenditures for all global events to reduce event management complexity, says Veeva.