GlaxoSmithKline in CRM shake-up

GlaxoSmithKline is overhauling its multichannel CRM strategy by implementing a new platform which it is claimed will provide healthcare professionals with relevant product information “when, where and how they need it”.
The company, which recently appointed Wunderman to handle its global digital consumer marketing account, will use the new platform – provided by Veeva Systems – primarily to target the healthcare market more effectively.
GSK manufactures drugs and vaccines for major disease areas such as asthma, cancer, infections, diabetes, digestive and mental health conditions. Its drugs and vaccines earned the company £21.3bn in 2013, compared to £5.2bn for the consumer business.
Veeva CRM is claimed to deliver complete customer insight and tailored interactions for best-in-class customer engagement across all touchpoints including, in-person, email, web, and phone.
“We are committed to providing healthcare professionals relevant product and disease area information, when, where, and how they need it,” said Simon Dingemans, chief financial officer at GSK. “We are pleased to partner with Veeva to help fulfill our multichannel vision.”
Veeva Systems founder and chief executive Peter Gassner added: “We are committed to GSK’s success and look forward to the opportunity to support its efforts to deliver timely, accurate information to customers, anytime, anywhere.”