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Seismic Shifts in Pharmaceutical CRM and the Emergence of Next-Generation HCP Engagement Platforms

The pharmaceutical industry’s CRM landscape is undergoing tectonic shifts as companies migrate from Veeva to Salesforce while simultaneously grappling with evolving healthcare provider (HCP) engagement requirements. Against this backdrop, specialized platforms like 360|Connex™ (developed by Evolution Health Group, LLC) are positioned to redefine KOL/HCP management through advanced analytics and workflow optimization. This article examines these parallel trends and evaluates how integrated solutions could address unmet needs in life sciences commercial strategies.

The Changing CRM Landscape

The pharmaceutical CRM market is experiencing major disruption. IQVIA has announced the discontinuation of its Mobile Intelligence CRM system, while Veeva and Salesforce are initiating fundamental platform transitions[1]. These changes are forcing companies to reconsider their technology strategies and evaluate how these shifts will impact their broader operational ecosystems.

Industry leaders are recognizing that traditional engagement methods are becoming less effective. According to ZS research, only half of physicians are fully accessible, and among those who are accessible, 63% report that content from pharmaceutical representatives lacks value[2]. With an anticipated increase in new product launches, pharma companies must adopt new approaches to remain competitive.

Market Forces Driving Change

The push toward next-generation CRM platforms stems from several factors:

  • Decreasing accessibility of healthcare providers through traditional channels
  • Higher expectations for personalized, valuable interactions
  • Need for connected data systems that provide contextual insights
  • Shift from rigid, monolithic platforms to modular ecosystem approaches

 

Modern commercial models require CRM systems that emphasize connected data, customer-centric strategies, and more purposeful deployment of sales representatives[2]. This evolution demands CRM platforms that can deliver deep, contextual insights to feed systems of intelligence and engagement.

Persistent Gaps in KOL/HCP Engagement

Despite advancements in core CRM functionalities, many pharmaceutical companies struggle with comprehensive key opinion leader (KOL) management. Traditional systems often rely on rudimentary methods like spreadsheets, which limit the strategic value of these crucial relationships[3].

The challenge for many organizations remains how to effectively:

  • Gather and utilize meaningful data on KOL influence and engagement
  • Track interactions across multiple touchpoints and departments
  • Derive actionable insights from engagement data
  • Align engagement strategies with business objectives

 

Specialized Platforms Addressing Unmet Needs

In response to these gaps, specialized platforms like 360|Connex have emerged to address the specific requirements of KOL engagement. Such tools combine artificial intelligence with advanced analytics to provide deeper insights into KOL relationships.

Key Capabilities of Next-Generation Engagement Platforms

360|Connex, developed by Evolution Health Group, exemplifies this new approach with features that include:

  1. Dynamic KOL Profiling and Scoring: The platform combines approximately 40 different data sets covering clinical, academic, and publishing experience, along with congress contributions, society leadership, and media presence to create impact scores that help determine which KOLs will most influence business outcomes[3].
  2. Engagement Management: Systems like 360|Connex allow organizations to schedule, manage, and track all engagements, from advisory boards to one-on-one interactions, creating more strategic and measurable KOL relationships[3].
  3. AI-Powered Analytics: Real-time reporting and insights help guide investment decisions and maximize the value of KOL interactions[3].
  4. Customizable Workflows: The platform can be configured to meet the specific business needs of both medical and commercial teams, optimizing operational efficiency[3].

 

Integration with Evolving CRM Ecosystems

For pharmaceutical companies navigating CRM migrations, integration with specialized engagement platforms provides several advantages. Rather than viewing these systems in isolation, forward-thinking organizations are developing comprehensive data strategies that position engagement platforms within their broader technology ecosystem.

The Central Data Repository Approach

A strategic approach to CRM migration involves implementing a central data repository that shifts control from operational systems to an independent data platform[1]. This provides greater flexibility during transitions between CRM platforms and ensures continuity in critical business processes.

By centralizing data management, companies can:

  • Reduce dependency on any single CRM vendor
  • Maintain consistency across touchpoints during transitions
  • Preserve historical engagement data and insights
  • Facilitate easier integration of specialized platforms

 

Demonstrated Impact on Engagement Effectiveness

Organizations implementing specialized engagement platforms alongside their CRM systems have reported significant improvements in KOL relationship management. One major pharmaceutical client using 360|Connex experienced “phenomenal” organizational change and substantially improved quality of engagements following implementation[3].

Key outcomes included:

  • More strategic allocation of resources toward influential KOLs
  • Improved quality of interactions reported by key customers
  • Enhanced operational efficiency in managing KOL relationships
  • Better experiences reported by KOLs in their interactions with the company[3]

 

Strategic Recommendations for Pharmaceutical Companies

As the industry navigates these technological transitions, several strategic approaches can help maximize success:

  1. Develop a Comprehensive Data Strategy: Before making CRM platform decisions, establish a data strategy that maintains control over your information assets regardless of system changes[1].
  2. Adopt a Modular Approach: Development teams should shift from rigid, monolithic platforms to an ecosystem of modules comprising complementary layers that connect data, intelligence, and engagement[2].
  3. Prioritize Personalization: Focus on creating easy, personalized, and flexible engagement with physicians, payers, patients, and other stakeholders across all touchpoints of their journey[4].
  4. Enable Cross-Functional Collaboration: Ensure that CRM/MarTech systems facilitate internal collaboration within teams to deliver seamless customer experiences[4].

 

Conclusion: The Future of HCP Engagement

The convergence of CRM platform migrations and specialized engagement tools signals a broader industry transition from transactional HCP interactions to strategic partnership ecosystems. Pharmaceutical companies are uniquely positioned to capitalize on shifts in the CRM vendor market to redefine their MarTech strategies[4].

As hyper-personalization becomes the standard for engaging HCPs, organizations that adopt a business-driven, value-based approach to technology will drive transformational change in how they build and maintain relationships with healthcare providers. By addressing critical gaps in KOL lifecycle management through integrated platforms, companies can establish sustainable competitive advantages in an increasingly complex healthcare landscape.

Article written by: Scott Reese, Global Head of Experience & Innovation

#EmbraceTheEvolution

  1. https://lizardis.de/en/resources-news/data-strategy-enables-a-better-pharma-crm-migration/
  2. https://www.zs.com/insights/next-gen-pharma-crm
  3. https://www.thepharmaletter.com/pharmaceutical/360-connex-the-ai-rooted-tool-that-informs-and-maximizes-pharma-s-kol-engagements
  4. https://www.pwc.ch/en/insights/health-industries/customer-engagement-strategy-in-pharma.html
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SCOTT REESE

Global Head of Innovation

Scott is fortunate to bring 25 years of digital expertise to the blulava team. Scott has broad global executive leadership experience ranging from serving as the Executive Creative Director for the world’s largest digital agency to Managing Director of a Microsoft and Accenture joint venture focused on advanced analytics and artificial intelligence solutions for global clients. He has also worked with experimental media artists and creative technologists to bring to life immersive entertainment experiences. Scott has been awarded numerous patents for his analytical technology inventions. He has also been recognized widely for his creative work including Webbys, Cannes Lion, Clio, MM&M, DTC Awards and many others.

When not working to build creative technology solutions for clients, Scott is typically found in the company of musicians, artists and athletes. A highly avid skier, Scott is former PSIA ski coach in Winter Park Colorado. He is a former completive distance runner and triathlete. Any given night you may find Scott in various rock venues or music festivals.

Carl Napolitano

Vice President, Creative Director

Carl is an award-winning creative director with a distinguished career in healthcare communications, design, and marketing. Over the past 20 years, Carl has cultivated a seasoned intuition for compelling creative by showcasing the nuances of a brand’s value proposition. His artistic energy supports both the brands he develops as well as the team he leads.

From innovative digital tactics to integrated media campaigns to corporate identity branding, Carl’s creative work and dynamic leadership have been recognized with industry awards from the RX Club and the OMNI Awards.

When not at work, you can find Carl on the golf course with his son or at the beach with his family.

Chris Mycek

Vice President, Enterprise Solutions

Recognized as a top-tier strategic marketer, technologist and growth leader, Chris’ experience includes more than 20 years of experience in supporting the development of corporate, brand, and digital marketing for multi-national organizations in the life sciences, consumer packaged goods, consumer electronics, financial services, and food industries. He has designed and delivered educational content his entire career, and Chris’ clients have included MARS, Procter & Gamble, Prudential, Pfizer, Alcoa, Hasbro, Barilla Pasta, Johnson & Johnson, Unisys, Samsung, Campbell’s Soup and Harley-Davidson.

Having started his career at Johnson& Johnson on the OTC & Rx business, Chris has extensive client and agency side experience. He’s held leadership roles at Publicis and Cognizant Technology Solutions, as well as innovative emerging companies both privately held and private equity backed, and currently serves as a board advisor for multiple technology start-ups. His track record in developing category-leading business strategy has paralleled his ability to integrate new channels and technologies that create competitive advantages.

He earned a B.A. in Economics from Middlebury College, where he also studied psychology and art history. Chris lives just outside of Philadelphia near Valley Forge National Park, has three adult children who work in the Life Sciences, enjoys spending time outdoors with his wife Barbara. In his spare time, he can most often be found fly fishing and hiking with his Border Collie Winifred. He also enjoys playing various string instruments when the muse strikes.


SCOTT REESE

Global Head of Innovation

Scott brings 25 years of digital expertise to the blulava team. His executive leadership experience ranges from serving as the Executive Creative Director for one of the world’s largest digital agencies to Managing Director of a Microsoft/Accenture advanced analytics venture, focusing on AI solutions for global clients. Scott’s work has spanned industries from entertainment, retail, financial services with a heavy dose of pharmaceutical experience.

Scott has been granted numerous patents for his analytical technology inventions. He has been recognized widely for his creative work, winning awards at the Webbys, Cannes Lion, CLIO, and the MM&M Awards, to name a few.

When not working, Scott can usually be found in the company of musicians, artists, and athletes.

LEO FRANCIS, PhD

Chief Operating Officer,
Chief Medical Officer

Leo is an award-winning industry leader, twice recognized as one of PharmaVOICE’s 100 most inspiring people in the life-sciences industry. His driving focus is to frame science in a context that creates meaning and relevance for healthcare professionals and their patients across all aspects of therapeutic commercialization.

Leo is a skilled communicator and visionary, operationally robust in translating scientific ideas into organizational value. He is a consummate team worker, customer-focused, organizationally agile, and committed to improving patient care.

JEFFREY FREEDMAN

Executive Vice President

With more than twenty-five years of pharmaceutical and digital marketing experience, he is a thought leader who utilizes analytics and adult learning principles to design and develop creative, high-impact, marketing and communications solutions for the healthcare industry. Jeffrey creates programs that remove friction and create insights from the brand/pharma work process; his projects have ranged from comprehensive omnichannel, CRM and compliance initiatives to complex technological solutions that that educate and enhance communication in the healthcare ecosystem. 

Jeffrey has served over fifteen years on agency leadership teams and has headed up strategy, technology, creative, communications, and analytics groups. He has helped top brands navigate a fascinating and rapid convergence of omnichannel communications and technology, and his clients have ranged from global pharmaceutical companies and brands to emerging biotech and medical device companies.

Jeffrey received his bachelor of arts degree from Skidmore College and an MBA in international finance from the Stern School of Business at New York University. He has an unquenchable curiosity for technology and innovation.

To unplug, Jeff loves to cook and entertain family and friends, as well as listen to and travel for live music and concerts.

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