2020 North America Customer Reference Data Survey Report

New industry-wide research on life sciences priorities, drivers, and progress towards accurate, quality data.
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Customer Reference Data is Critical for Commercial Success

Nearly all those surveyed (97%) identify customer reference data as important for field force effectiveness and strategic business planning.

Customer Reference Data Affects the Field User Experience

Most respondents (78%) report that customer reference data has a significant impact on field rep compliance with CRM.

The majority of those surveyed (88%) report using digital channels to engage with HCPs.

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Understanding of HCP/HCO Relationships is Limited

Eighty-one percent (81%) of respondents say they have moderate to no visibility into the relationships between healthcare providers and organizations.

Data Quality Initiatives are a Priority

Nearly half of those surveyed (46%) plan to invest in new customer reference data sources over the next year, as part of their quality improvement initiatives.

Learn more about the current state of customer reference data in life sciences.

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