AstraZeneca GmbH in Wedel/Schleswig-Holstein is the German subsidiary of the Anglo-Swedish pharmaceutical company AstraZeneca PLC, London. The company develops, manufactures and markets innovative medicines for the treatment of diseases in the field cardiovascular and diabetes, oncology, and respiratory diseases gastrointestinal and for the treatment of pain and infectious diseases.
Sycor mbs supported AstraZeneca in Germany during the introduction of Veeva CRM for around 350 internal and 750 external users by providing consulting, training and support services during all phases.
AstraZeneca decided to introduce Veeva CRM on an international basis. A global Veeva core template was developed for this purpose, which already provided good coverage for many of the functions required. For further adaptation and project implementation, AstraZeneca relied on the consulting services of Sycor mbs: In the course of a “business check”, intensive work was carried out to align the global template with national business and legal requirements. “Our objective was: As much core content as possible, as little adaptation as needed. A decisive contribution to the success of the project was the identification of the adjustments required and their coordination with the global development team. The way in which our long-time partner Sycor mbs brought their CRM experience to bear was outstanding”, says Dierk Latranyi, Head of Commercial IT at AstraZeneca Germany.
To ensure that all requirements were also implemented correctly, the Sycor mbs CRM managers prepared and followed up on the test phase for Veeva CRM. Sycor’s expertise, gained from many comparable Veeva CRM projects, was particularly helpful in providing users with a system that was as error-free as possible.
"Our objective was: As much core content as possible, as little adaptation as needed. A decisive contribution to the success of the project was the identification of the adjustments required and their coordination with the global development team. The way in which our long-time partner Sycor mbs brought their CRM experience to bear was outstanding."
Dierk Latranyi, Head of Commercial IT, AstraZeneca Deutschland
So that user acceptance was a given right from the first day, AstraZeneca decided on face-to-face training in small groups. This meant that within a few days, the entire sales force was successfully trained in the changed processes and new technology of Veeva CRM. The know-how transfer was completed with a digital library with supplementary assistance and step-by step instructions. “Because we have been providing AstraZeneca with comprehensive CRM services for fifteen years, we were able to contribute our experience with business application support and user training to the Veeva roll-out in a meaningful way.”, says Jessika Steckenborn, Director of Sales at Sycor mbs.
Cloud-based solutions like Veeva CRM are updated several times a year. The Sycor mbs CRM manager provides support with the evaluation of these releases for the business during ongoing operations. In addition, new requirements are coordinated with the Change Advisory Board on an ongoing basis, for example to simplify evaluation or optimize the multi-channel activities. After the roll-out, particular focus was placed on the introduction of a key account management module for the hospital area. “By piloting this process in the European operations, we were able to make an important contribution to a strategic excellence initiative.”, says Dierk Latranyi.