Veeva Systems reported that Bayer will implement Veeva Vault CRM worldwide, while also standardizing global customer data with Veeva OpenData. With Vault CRM, Bayer aims to harmonize customer reference data for greater efficiency and innovation into the future. Additionally, by unifying its global master data, Bayer will be poised to leverage AI-driven engagement across channels and geographies.

Bayer currently leverages Veeva CRM to drive omnichannel engagement with healthcare professionals (HCPs) and launch new medicines. Bayer will expand its use of Veeva OpenData to replace legacy data products with consistent, high-quality customer reference data worldwide. In streamlining its global data landscape, Bayer aims to deliver more accurate, timely data to field teams to better serve their customers.

“Partnering with Veeva sets us up with the long-term technology and data foundation to gain the speed and agility needed for the complexities of modern medicine,” said Patrick Moeller, global head of commercial IT and digital pharma at Bayer. “Vault CRM and Veeva OpenData are essential to driving more precise and effective customer engagement in every region and therapeutic area.”

“Bayer and Veeva will continue our long-term partnership, working together to help its sales, medical, and marketing teams bring complex new medicines to global markets with speed and precision,” said Tom Schwenger, president, and chief operating officer at Veeva. “Vault CRM and Veeva OpenData will provide the foundation for commercial innovation to drive more effective on-demand engagement, expanding HCP relationships worldwide.”