SUCCESS STORY
Pharmaceutical companyIndustry• Life SciencesSolution• OpenText™ Alloy™

Pharmaceutical company improves
customer experience program andoptimizes sales
Life Sciences organization gains 360-degree view of customer,
revenue opportunities with OpenText Alloy

Results
Gathered holistic view of customer
to understand needs, relationship
Deepened connections to discoverand increase revenue opportunities
Relieved integration burden,
avoided additional overhead via
managed services agreement“Our company can have a dialog
with HCPs with each interaction
to pick up where they lastleft off. The ability to connect
with customers and more
fully understand the customer
relationship leads to increased
revenue through cross-sellingand upselling opportunities.”
Vice President of Sales

Pharmaceutical company improves customer experience program and optimizes sales

Customer experience programs that provide insight into customer
needs and preferences are necessary to convert single sales
transactions into long-term customer relationships. Unfortunately,
research firm Gartner predicts that 80 percent of Life Sciencescompanies will not have a customer experience program by 2020,
limiting their ability to optimize sales across brands.1
One pharmaceutical company is taking steps to be one of the20 percent with a customer-centric focus as one way to capture
market share and create new revenue opportunities. Inconsistentcommunications with healthcare providers (HCPs) and disparate
customer relationship management (CRM) systems presented
a barrier to achieving these goals because they did not provide
marketing and sales teams with information they needed to createcross-selling opportunities. This realization led the company toevaluate options that enable a more holistic view of customers.
With two siloed CRM systems, the pharmaceutical company had
no ability to anticipate customer needs and provide a differentiatedcustomer experience that results in increased revenue. To reachthese goals, a Customer Information Management (CIM) solution thatconnects disparate systems to provide a 360-degree view of thecustomer was necessary.
Not only did the company want tools to connect the information
contained in each CRM system, but sales and marketing teams
wanted insight into their healthcare provider (HCP) and retailcustomers’ interests in new treatments. This knowledge supports
efforts to continue conversations with the HCP through a variety ofcommunications methods—email, digital marketing, telesales, sales
calls and marketing campaigns. More importantly, the pharmaceuticalcompany’s sales and marketing teams wanted to tailor ongoing
communications to each customer’s specific areas of interest.
Because the company has a lean information technology organization
and a mandate to deliver results quickly, a solution that could bedeveloped and implemented with limited investment of internal
resources and infrastructure was needed. These requirements led tothe choice of OpenText to handle the software, hosting, operations,
support and stewardship of the CIM.
A cloud-based program that includes a commercial data warehouse,master data management, data integration and business intelligencecomponents was implemented in several phases.
The OpenText™ Alloy™ unified data management and integration
solution provides full data visibility throughout all customer interactions.
The solution is built to address the shift from application-centricmanagement of information to data-centric architecture, making it
possible to solve the most challenging data management and data
integration scenarios.
The “turnkey” solution includes tools that integrate the CIM
capabilities with the pharmaceutical company’s enterprise systems,
which include SAP, Veeva Systems, Salesforce and offers ananalytics dashboard to enhance data accessibility and to provide the360-degree view of the customer.
®

OpenText’s experience in the Life Sciences industry was critical todevelopment of the solution. Because this was a “greenfield” project,
it required a deep knowledge of the commercial processes of apharmaceutical company in order to define requirements and develop
a strategy to build and future proof a CIM system.

Pharmaceutical company improves customer experience program and optimizes sales

The pharmaceutical company’s ability to work only with OpenText
throughout the process—as opposed to multiple application
vendors—resulted in completion of a critical phase of the project
four months earlier than planned.
The sales and marketing teams now have new insight capabilities thatprovide a holistic view of the customer. This ability to connect withcustomers and more fully understand the customer relationship leads
to increased revenue through cross-selling and upselling opportunities.
An added benefit is delivery and ongoing management of the solution
as a managed service, which relieves the burden of managing
the CIM internally and allows the in-house information technology
organization to focus on critical day-to-day activities. Managed
services fit the pharmaceutical company’s lean organization businessmodel because it did not require hiring more employees or managing
multiple contractors.

The initial project focused on business in the United States forthe pharmaceutical company, but it is a global project. The highperforming, future-proofed, modern platform provides an agile
solution that can be easily scaled and leveraged throughout all
regions as business needs demand.
The vice president of Sales at the pharmaceutical company summarized
the main benefits of the OpenText solution: “Our company can havea dialogue with HCPs with each interaction to pick up where they
last left off. The ability to connect with customers and more fully
understand the customer relationship leads to increased revenue
through cross-selling and upselling opportunities.”
1

Gartner Inc., Predicts 2017: Digital Increases Pressure on CIOs in Life Science, December 2016.

About OpenText
OpenText, The Information Company,
enables organizations to gain insight
through market leading information
management solutions, on-premises orin the cloud. For more information about
OpenText (NASDAQ: OTEX, TSX: OTEX)
visit opentext.com.
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