Teva Pharmaceuticals Unifies Global Commercial Strategy with Veeva CRM

In the early 2000s, Teva Pharmaceuticals began acquiring various companies to expand its business. As the company grew, it needed to harmonize its commercial go-to-market strategy across regions and divisions, share best practices, and capture a comprehensive view of the customer. However, due to the acquisitions, the company was challenged with disparate customer relationship management (CRM) systems worldwide – more than 35 different, siloed systems in Europe alone – impacting visibility across the enterprise. Teva needed a unified CRM system globally that was configurable to meet local requirements and support all teams across generic and branded drug products. In addition, a variety of interaction preferences from different customers and the proliferation of handheld technology sparked an increase in the number of communication channels required to market Teva’s drug therapies. This drove Teva to search for a CRM solution that would enable coordinated multichannel execution and provide complete visibility into interactions across all channels for a complete view of the customer.

Teva Pharmaceutical Industries Ltd, which is headquartered in Israel and founded in 1901, has a long history of supplying the world with critical therapies. The company is the recognized leader in generic products with a rapidly growing pipeline of branded products from a series of acquisitions over the last 10 years. As one of the top 10 pharmaceutical companies in the world, Teva operates in more than 60 countries around the world.