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.
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.
