{"id":65441,"date":"2022-07-11T23:42:11","date_gmt":"2022-07-11T21:42:11","guid":{"rendered":"http:\/\/www.veeva.com\/eu\/?page_id=65441"},"modified":"2026-04-21T11:55:35","modified_gmt":"2026-04-21T09:55:35","slug":"alnylam-reaches-a-broader-hcp-audience-using-integrated-customer-data","status":"publish","type":"customer-stories","link":"https:\/\/www.veeva.com\/eu\/customer-stories\/alnylam-reaches-a-broader-hcp-audience-using-integrated-customer-data\/","title":{"rendered":"Alnylam"},"content":{"rendered":"

\nData-driven strategy improves targeting and engagement
\n<\/h2>\n

\"\"<\/p>\n

\nAlnylam Pharmaceuticals, a fast-growing
\nbiopharma that helps patients suffering
\nfrom rare diseases, relies on a strong
\ncustomer data foundation to connect and
\ndevelop more impactful relationships with
\nthe most relevant doctors. Through this
\ndata-driven strategy, they are improving
\ntheir targeting, their engagement with the
\nhealthcare ecosystem, and ultimately,
\ntheir ability to deliver innovative therapies
\nto patients.\n<\/p>\n

Delivering trusted data
\nto the frontline<\/h2>\n

\nDavid Andrew is Alnylam\u2019s CRM & Field Force Technology Lead (CEMEA region). During his career, Andrew has
\nseen significant improvement in the way companies are building their customer data backbone. But he noted
\nthat quality data is only half of the recipe for successful digital enablement. The other key ingredient is making
\nthat data actionable for the field force as part of their everyday workflow. The intuitive interface of OpenData
\nand native integration with Veeva CRM<\/a> provides an optimized user experience for Andrew and his team. With
\nreal-time access to customer data at their fingertips, they can connect with the right target contacts and have
\na single view of the customer.\n<\/p>\n

\n\u201cThe difference between OpenData and other solutions is that it is fully embedded into our
\nCRM, and it is more intuitive to use,\u201d explains Andrew. \u201cOur field users can easily search,
\nfind, and download additional records in real time, which allows them to be more
\nproductive and engage efficiently with more healthcare professionals (HCPs). They also
\nget instant access to customized dashboards reflecting their territory through Veeva CRM
\nMyInsights\u2014all within their familiar CRM environment.\u201d\n<\/p>\n

Building a simplified data foundation<\/h2>\n

\nEliminating data siloes has been a challenge in the life sciences industry for many years.
\nBut Alnylam has successfully built an integrated solution that gives them a robust data
\nfoundation and a 360-degree customer view. Combining the complete Veeva OpenData
\nuniverse*, Veeva Network for master data management, and a data lake that streamlines
\nall of their reporting requirements, they have reached a high level of data maturity.\n<\/p>\n

\nOne of the key success factors in achieving a strong customer data foundation is
\nsimplicity. \u201cThe integration of OpenData with Veeva CRM is seamless and very easy to
\nmanage,\u201d said Andrew. \u201cData flows straight into our CRM, which removes a lot of the worry
\nand effort involved in data mapping.\u201d\n<\/p>\n

\nVeeva OpenData<\/a> provides managed data governance and proactive updates that propagate
\nto Alnylam users before they are even aware of the changes. \u201cWith OpenData, we have a
\nsolid customer data foundation that we can trust,\u201d says Andrew. \u201cAnd when we need to
\nrequest changes, they are done with speed\u2014in the first quarter of this year, our data change
\nrequests were resolved within an average of four hours.\u201d\n<\/p>\n

\u201cWith OpenData,
\nwe have a solid
\ncustomer data
\nfoundation that
\nwe can trust.\u201d
\n\u2013 David Andrew, CRM & Field Force Technology Lead, Alnylam<\/span>\n<\/p><\/blockquote>\n

Connecting with a broader HCP audience<\/h2>\n

\nAs a company with a robust pipeline specializing in rare diseases, the ability to improve
\nspeed to market, efficiently identify new target HCPs, and quickly ramp up sales is
\nessential.\n<\/p>\n

\nAndrew explains, \u201cHaving unlimited access to the OpenData universe allows us to more
\neasily find all the doctors we want to target, especially as the HCPs we need to
\ncommunicate with do not always belong to a specific specialty like cardiology or
\nneurology.\u201d\n<\/p>\n

\nUnlimited access to HCP and healthcare organization (HCO) profiles across all users and
\ndownstream systems is the number one reason Alnylam chose to have enterprise access
\nto OpenData. Other benefits are simplified data budgeting, avoidance of siloed data
\npurchases, together with easier targeting and profiling.\n<\/p>\n

\nEnterprise data also allows Andrew\u2019s team to provide efficient market analysis to the
\nbroader business. \u201cWhen we are analyzing new markets, a common question is how many
\ntarget HCPs there are in that market,\u201d says Andrew. \u201cI can easily run a report and not only
\nquantify the size of a given target group but also identify the key cities and hospitals where
\nthe HCPs are located. This information is invaluable for our territory design.\u201d\n<\/p>\n

\nFull interoperability of the OpenData universe allows the whole organization to share
\ncommon customer data across business functions, including sales, marketing, medical,
\ncompliance, and finance. \u201cMarket access is a growing user community at Alnylam,\u201d shares
\nAndrew. \u201cThese teams now use OpenData to help navigate the complex hierarchies and
\naffiliations of the healthcare ecosystem.\u201d\n<\/p>\n

\u201cHaving unlimited
\naccess to the
\nOpenData
\nuniverse allows
\nus to more easily
\nfind all the
\ndoctors we want
\nto target.\u201d
\n\u2013 David Andrew, CRM & Field Force Technology Lead, Alnylam<\/span>\n<\/p><\/blockquote>\n

Secure data sharing with partners<\/h2>\n

\nAlnylam has a broad partner network and it\u2019s essential that partners can perform targeting
\nexercises quickly and without additional data cost. As many of these organizations are
\nalso Veeva partners, sharing data is a seamless, compliant experience since authorized
\ndata use agreements are already in place.\n<\/p>\n

\nWhen Alnylam needs to match data from other providers, their enterprise-level agreement
\nincludes the use of Veeva DataMatcher, a self-service tool that allows customers to match
\nthird-party proprietary data with Veeva OpenData. The tool automatically matches records
\nquickly and accurately, allowing Andrew\u2019s team to integrate external data efficiently.\n<\/p>\n

\nOn a recent project with a European contract sales organization, a data matching exercise
\nthat would have previously taken a week was reduced to hours. \u201cWhen I worked with other
\ndata vendors, matching data from partners was always a nightmare and typically involved
\nlots of lookups on spreadsheets,\u201d recalls Andrew. \u201cI have been impressed by the ease and
\naccuracy of DataMatcher\u2014it removes this pain and hassle.\u201d\n<\/p>\n

\u201cI have been
\nimpressed by
\nthe ease and
\naccuracy of
\nDataMatcher\u201d
\n\u2013 David Andrew, CRM & Field Force Technology Lead, Alnylam<\/span>\n<\/p><\/blockquote>\n

Get best practices for building a real-time customer data foundation<\/a>.<\/p>\n


\n*Customers with an Enterprise License Agreement have access to the complete customer data universe within OpenData. This includes
\nall data features (HCPs, HCOs, affiliations) for that market as well as valuable additional data insights (e.g. Market Access landscape) and
\ndata tools (e.g. OpenData Explorer web portal).<\/em>
\n<\/footnotes><\/p>\n","protected":false},"excerpt":{"rendered":"

Hear how Alnylam\u2019s data-driven approach is improving targeting and engagement.<\/p>\n","protected":false},"featured_media":64978,"parent":0,"template":"","product-link-list":[1395,1439,1442],"class_list":["post-65441","customer-stories","type-customer-stories","status-publish","has-post-thumbnail","hentry","product-link-list-veeva-commercial-cloud","product-link-list-veeva-quality-cloud","product-link-list-veeva-rim"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t