Why better customer data is critical to improving HCP engagement

As the life sciences industry seeks to improve customer engagements through personalized multichannel communications, the need for quality customer data is greater than ever, writes Guillaume Roussel, director of strategy for Veeva Open Data, Europe, part of the life sciences software provider Veeva Systems, in an expert view piece.

Reliable customer data has long been integral to effective commercial execution within life sciences. For field teams, access to accurate and up-to-data customer data ensures they remain compliant and productive. For reps, successful calls rest on their ability to access complete healthcare professional (HCP) information, such as demographics and specialty.

But across the industry, customer data quality is a widespread concern. In fact, 87% of companies surveyed in the 2016 Veeva European Customer Data Survey, say they face customer data quality challenges. Sales reps often have wrong addresses, don’t know which HCPs to contact, or have outdated data about specialty.