Transitioning to Veeva OpenData: A Case Study

Transitioning from Local Legacy CRM Data Providers to Veeva OpenData

A practical affiliate perspective (UK & Ireland)

Business Excellence (BEx) Regional Meeting

Servier | Business Excellence

Why This Topic Matters

Business Excellence Context

HCP/HCO Master Data is a Foundational Business Asset

Global Servier Strategy is Driving:

OpenData is an enabler of Business Excellence — not just a data feed replacement

Servier | Business Excellence

2

Where Affiliates Typically Start

Legacy Data Environment

Use of local or regional third-party HCP data providers

Heavy reliance on manual CRM updates

Local admin processes

Market-specific definitions

High local ownership of data quality

The Problem with Local-Only Models

Systems often "work" locally…

Do not scale well

Create cross-country inconsistencies

Servier | Business Excellence

What OpenData Actually Changes

From local ownership

global reference data

From manual updates

governed data stewardship

Data becomes:

Standardised

Continuously updated

Centrally governed

This is an operating model change — not just a technical integration

Servier | Business Excellence

Before vs After OpenData

A simple view

Servier | Business Excellence

Local HCP creation and updates

Periodic data refreshes

High duplicate risk

Local definitions and exceptions

Significant ongoing admin effort

Search & add from global universe

Updates via Data Change Requests (DCRs)

Continuous data refresh

Harmonised definitions

Reduced long-term maintenance effort

The OpenData Transition Journey

High-Level Overview

Project Preparation & Scope Definition

Data Matching & Subscription Definition

CRM & Delivery Platform Setup

Data Cutover from Legacy Provider

User Validation & Training

Go-Live & Hypercare

Follows a repeatable, global model

Consistent approach across affiliates

Servier | Business Excellence

Where Effort is Most Underestimated

The biggest effort is NOT technical

Legacy data quality issues

Duplicate and inconsistent records

Business decisions during data matching

Alignment of fields, values, and classifications

Change management for end users

Data matching is the

heaviest affiliate-owned activity

Servier | Business Excellence

Data Matching: What It Really Is

Data matching links existing CRM records to OpenData records

Purpose

Preserve historical call and activity data

Maintain account continuity

Why matching quality matters

Data trust after go-live

User adoption

Reporting continuity

This is a business stewardship exercise — not just IT work

Servier | Business Excellence

What Changes for CRM Users

Servier | Business Excellence

Governance After Go-Live

Veeva Responsibilities

Maintains reference data

Stewards changes via DCRs

Affiliate Responsibilities

Owns business usage

Owns data requests

Owns adoption and training

Result

No ongoing mass local data maintenance

Clear audit trail for changes

Sustainable long-term model

Servier | Business Excellence

Benefits Realised

UK & Ireland Experience

Servier | Business Excellence

Cleaner HCP & HCO Universe

Significantly enhanced data quality and accuracy across all healthcare professional and organization records.

Reduced Duplicate Records

Streamlined database with automated deduplication processes, ensuring a truly single source of truth.

Faster & More Reliable Data Updates

Accelerated data refresh cycles providing regional teams with the most up-to-date information possible.

Improved Cross-Country Alignment

Standardized processes and unified data models bridging the gap between varied regional team operations.

Stronger Foundation for Analytics & Targeting

Robust and structured data ecosystem enabling advanced insights, modeling, and precise customer segmentation.

Future Digital Initiatives Enabled

Ready infrastructure for next-generation digital tools, AI applications, and effective omnichannel strategies.

Key Lessons Learned

Start data preparation earlier than expected

Involve business SMEs early (sales & medical)

Agree upfront which local data can be retired

Invest in Train-the-Trainer, not just configuration

Accept that not all legacy data should survive

Servier | Business Excellence

Questions Affiliates Should Ask Before Starting

Do we understand our current data quality?

Who will own data matching decisions?

Are our classifications aligned to global standards?

Do we have the right business SMEs involved?

Are we ready to change how users work?

Servier | Business Excellence

Closing Message

OpenData is not just a vendor change.

Stronger Governance

Greater Consistency

Long-term Business Excellence

The value comes from how the data is governed and used — not just from the data itself.

Servier | Business Excellence