Teva to use cloud-based CRM for sales force

Teva Pharmaceuticals is to introduce a cloud-based customer relationship management (CRM) solution for many of its commercial teams in order to streamline operations and improve global collaboration.

Teva is replacing its current methods across 45 markets worldwide with a CRM system from Veeva.

This CRM tool is already deployed across Teva's US field teams and is now being rolled out in Europe. It is expected to be introduced across other Teva regions over the coming months.

"By leveraging Veeva as a single system, we will increase efficiency and improve customer engagement," said Teva global chief information officer Guy Hadari, who also commented on the system's ability to support integrated multichannel marketing.

According to Hadri, the CRM allows Teva “to capture valuable customer insights about channel preferences and content needs”

He added: “It also increases efficiency by connecting commercial teams and regions that had been highly fragmented."

Teva has a legacy of working in generic pharmaceuticals but has increased its interest in branded products, meaning it needed a CRM system capable of supporting both commercial models.

"It is an honour to partner with Teva on this important transformation," said Veeva CEO Peter Gassner.

Teva's adoption of the new system is just the latest example of pharma embracing a multichannel approach to marketing.

According to Veeva vice president commercial strategy Jan van den Burg, '2014 marks the year where most healthcare professionals are now 'digital natives'', meaning that they have grown up with digital technology as an integrated part of communications.