{"id":73595,"date":"2023-10-10T16:48:41","date_gmt":"2023-10-10T14:48:41","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=73595"},"modified":"2026-04-06T17:01:24","modified_gmt":"2026-04-06T15:01:24","slug":"enhancing-the-crm-user-experience-at-bausch-health","status":"publish","type":"post","link":"https:\/\/www.veeva.com\/eu\/blog\/enhancing-the-crm-user-experience-at-bausch-health\/","title":{"rendered":"Enhancing the CRM User Experience at Bausch Health"},"content":{"rendered":"

Ensuring field teams are empowered to do their jobs efficiently is integral to biopharma success. At Bausch, our field force was struggling with disconnected systems. Essential information, like sales and diagnostic data, were scattered across separate platforms and documents, requiring extensive searching and time-consuming downloads.<\/p>\n

We conducted in-depth focus groups with field teams to better understand their needs. What we found was a clear and consistent theme: they wanted a simplified user experience and a single, accessible location for all analytics to improve decision-making. We realized that a tailored CRM user experience could streamline field teams\u2019 days and help them enhance customer engagement.<\/p>\n

Based on its history of success and built-in integration with Veeva Commercial Cloud<\/a>, we implemented Veeva Vault CRM X-Pages<\/a> to enable our field teams with the real-time insights they need. X-Pages worked well for the home office and met the fields\u2019 request for a solution to improve customer engagement. Here’s how we secured buy-in from our stakeholders and achieved a 90% user satisfaction rating with the changes we made.<\/p>\n

Optimizing the field team experience<\/h2>\n

While the field force was very receptive to the process and eager to learn more about what would be available to them, the home office teams wanted more information before they would commit to a new strategic field model. Once we shared the field\u2019s feedback and involved them in defining the enhancements, they were more engaged, and our cross-collaborative team began working cohesively.<\/p>\n

We started by adding our field teams\u2019 flagship brand to a engagement planning page. This consolidates all the critical pieces of information our field teams previously had to research across multiple systems and replicates it on a single screen, drastically reducing the time between identifying and actioning useful insights. As a result, our field teams can focus on their sales calls and not where to find their files.<\/p>\n

The page’s design was based on feedback from our cross-collaborative team, which focused on five items the home office and the field prioritized as the most valuable: sales summary data, past activity data, formulary and managed care access, claims data, and gainers and decliners.<\/p>\n

\"Bausch<\/p>\n

Another part of our initial implementation was a feature that allows our field teams to view patient and claims data for their entire territory. To keep a clean user interface while maintaining functionality, we gave field teams the ability to view claims data and drill down into plan data if they choose. So far, they have found it very helpful and easy to use.<\/p>\n

When it came to implementing the changes in the field, the process was relatively seamless because of the work we had done ahead of time with our field teams. The individuals who participated in the in-depth interviews acted as a sounding board to inform our planning and execution. Beyond providing valuable insights, these field teams also became our change champions, serving as positive and vocal advocates. Their leadership helped ensure that the entire field adapted to X-Pages smoothly and effectively.<\/p>\n

Achieving 90% field satisfaction<\/h2>\n

To better understand how X-Pages impacted the day-to-day of our field post-implementation, we conducted a survey of nearly 230 field teams. Respondents reported a 90%+ satisfaction rate, noting heightened productivity, faster identification of doctors and their habits, and more confidence in their engagement plans. They also shared that they can now dedicate more time to high-value tasks, such as decision making.<\/p>\n

The survey results also led to three new capabilities we\u2019re working on now:<\/p>\n

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  • Identifying tailored content for customers\u2019 market access coverage<\/li>\n
  • Expanding X-Pages for use as the primary pre-call interface<\/li>\n
  • Highlighting segmentation for more personalized messaging<\/li>\n<\/ul>\n

    X-Pages lets us quickly incorporate the fields\u2019 feedback into their CRM user experience. As a result, our field teams feel heard, we can do our jobs better, and our home office is happy because field teams are enabled and effective.<\/p>\n

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