In the highly regulated medtech industry, speed and compliance must go hand in hand when creating and approving commercial content. For one of the largest global medical technology companies operating in more than 190 countries, a fragmented approach to claims management was slowing execution, creating inefficiencies, and making it harder to scale.
With more than 2,000 participants in the medical and legal review (MLR) process, the medtech company needed a way to streamline workflows, maintain compliance, and increase speed to market. By centralizing claims management in Veeva PromoMats and integrating AI-driven content generation, they implemented a unified approach that reduces review cycle times by 50% while improving content quality, consistency, and reuse of approved claims. Content creation timelines dropped from as long as eight weeks to as little as three weeks, with some assets produced in just hours.
Prior to its transformation, the medtech’s claims review relied on manual processing and folder-based systems with no centralized source of truth. These systems were difficult to maintain, slowed approvals, and increased the risk of non-compliance.
The medtech leader faced several key challenges including:
The company began its Veeva PromoMats journey in 2016, rolling out the solution across select business units before deploying globally. By 2020, every team operated on a single platform, giving the organization a single source of truth for content review and approval. This centralized foundation made processes easier to maintain, established consistent global procedures, and gave leadership access to reporting and performance insights.
Initially, the organization managed claims in Veeva PromoMats as documents with statements and attached references. When the structured claims database became available, the company quickly adopted it—creating a single repository that improved governance, increased data utility, and strengthened reporting for leadership.
After building a centralized foundation in Veeva PromoMats, the company conducted a full process evaluation to identify bottlenecks. The analysis showed that the biggest opportunity was upstream—improving content quality before materials reached MLR review. With that in mind, the company piloted two high-value AI use cases:
The integration between Veeva PromoMats and the AI tool ensures traceability from each piece of content back to its original claim, reinforcing governance while enabling faster, more efficient content creation and review.
Breaking down silos between marketing, regulatory, and technology teams was key to the medtech’s success. Once viewed as a bottleneck, regulatory operations became a strategic partner by shaping the new workflow and ensuring compliance from the start.
System adoption was accelerated through clear, consistent communication including updates in monthly meetings, tailored sessions for business units, and open office hours where users could see the system in action and ask questions. This approach built trust, encouraged feedback, and drove higher adoption across the company.
By building a central foundation for claims management in Veeva PromoMats and implementing AI to assist in content generation and review, the company transformed its fragmented, manual process into an efficient, compliant, and scalable operation.
Results include:
Leaders emphasized that AI is not replacing human oversight; instead, by improving the quality of inputs, reviews became faster, smoother, and more predictable.
This global medtech’s approach to managing claims and content with Veeva PromoMats and AI offers a practical model for other companies looking to streamline MLR review and deliver compliant, personalized content more effectively.
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