Back to Case Studies

CRM Designed for Medical

We aligned this organization’s MSL workflow and provided hands-on training for their new CRM.


U.S. Medical Affairs team with 4 established therapeutic areas, each with multiple indications.

CRM Designed for Medical


Most CRM implementations are driven by commercial with limited involvement by medical affairs. As a result, the configuration often does not meet the needs of MSLs or give medical leadership the data they need to make decisions. This medical affairs leader was given a short amount of time to accept over 600 unique system requirements for the new Veeva implementation sponsored by the commercial organization.

The client asked us to represent the Medical Team in the company’s enterprise implementation, and sought our help in gathering their specific team requirements.


Developed a new, reasonable timeline with the project team to allow medical the opportunity to align on system requirements.

Aligned the numerous MSL teams and their leadership on core sets of processes, naming conventions, and workflow.

Simplified the design for the MSL team and ensured the workflow fit within their existing processes.

Completed all user acceptance testing and provided hands-on end-user training.

Built ongoing support processes and tools for maintaining changes and user feedback.


  • 86% of MSLs were satisfied with the new CRM system launch and training approach
  • All MSL teams across the U.S. organization became aligned on a single approach to the MSL workflow
  • A systematic approach for ongoing maintenance and change requests was implemented across the organization

Let’s Chat!

We’re ready to help you accelerate your business.