Nestle has selected cloud-based Veeva CRM with iRep, Veeva Systems’ integrated CRM and closed loop marketing (CLM) solution on the Apple iPad.
The advanced CRM solution is expected to modernize its medical field sales force and better the efficiency of their interactions with healthcare professionals (HCPs).
Nestle will deploy the CRM solution for its Nutrition and Health Science Divisions, which encompass more than 4,000 users worldwide by 2015.
At present, nearly 1,500 users are using Veeva CRM with another 600 users will utilize by the end of April 2014. Veeva CRM will be implemented in more than 20 Nestle markets including the U.S., U.K., China, and the Philippines.
“Veeva CRM solution is specific to life sciences. Additionally, Veeva’s multitenant architecture provides maximum flexibility so we can keep up with frequent changes in the regulatory and healthcare environment,” said Dirk Abeel, global performance development and field force effectiveness manager at Nestlé Nutrition.
Veeva CRM and iRep, part of its cloud-based life sciences applications, enable Nestle to mobilize medical sales force, marketing, and communications teams to interact in the field and connect with HCPs through multiple channels, including digital.
The company said the solution also provides visibility of field representatives’ interactions with HCPs, delivering all groups valuable customer insights. In addition, Nestle is leveraging Veeva CRM and iRep to track the detailing content presented to each HCP and measure its effectiveness.
Veeva iRep streamlines user experience for better sales rep adoption compared with traditional standalone systems. The coupling of customer information with interactive content enables a real-time feedback loop between sales and marketing. Commercial teams can assess HCP response to messages and adapt communications, leading to better customer interactions.