What’s Inside?
- Deployment of a global “Core” CRM system with flexible local adaptations for multi-country regulatory compliance.
- Digitization of medical representative workflows, including sample stock management with electronic signatures.
- Integration of a 360-degree doctor view, merging sales and marketing data for superior omnichannel engagement.
Context
Our client is a prominent family-owned multinational pharmaceutical company whose products are available in 100 countries. They specialize in women’s and men’s health, developing innovative treatments for fertility, obstetrics, and androgen deficiencies. To sustain global growth, they required a unified digital platform to streamline interactions between their commercial and marketing teams worldwide.
Challenges
The group needed to modernize its fragmented field operations and marketing management. Key challenges included:
- Field Mobility: Providing medical representatives with efficient tools for appointment scheduling and doctor visit management.
- Sample Compliance: Implementing strict control and tracking of product sample stocks.
- Omnichannel Alignment: Closing the gap between marketing events and sales activities to create a consistent customer experience.
- Complex Security: Designing a security model capable of handling diverse organizational structures and multi-language requirements, starting with a German pilot.
The Solution
Spoon Consulting implemented a high-performance ecosystem based on Microsoft Dynamics 365:
- Dynamics 365 Sales: Tailored for the specific needs of pharmaceutical field teams.
- Dynamics 365 Marketing: To manage healthcare professional (HCP) engagement and events.
- Agile Framework: Utilizing 3-week sprints and DevOps Boards to ensure iterative delivery and continuous improvement.
- Global Core Model: A standardized system architecture that remains configurable for specific local country processes.
Our Contribution
Acting as a strategic partner, we balanced business process expertise with deep technical execution:
- Process Definition: Leading the definition and design of target business processes specifically for the pharmaceutical sector.
- Full-Stack Implementation: Managing the configuration, construction, and deep customization of the user interface to ensure high adoption.
- Digital Transformation Support: Providing a “One Team” approach to bridge the gap between global strategy and local operational reality.
Benefits
The transformation significantly enhanced the client’s global commercial agility:
- 360-Degree HCP Insight: Sales teams now have full visibility into all digital and physical touchpoints for every doctor.
- Operational Efficiency: Streamlined visit processes and digitized sample delivery—secured by electronic signatures—have optimized field productivity.
- Strategic Oversight: Top management gained real-time visibility into global sales performance through integrated Business Intelligence and interactive dashboards.
- Future-Proof Scalability: A robust, multi-language core system ready for rapid rollout across the group’s international network.
Key Figures & Dates
- Project duration: 2022 – Ongoing
- Workload: 650 man-days
Impact: 200+ specialized licenses deployed globally
