{"id":67239,"date":"2022-10-27T00:46:07","date_gmt":"2022-10-26T22:46:07","guid":{"rendered":"http:\/\/www.veeva.com\/eu\/?page_id=67239"},"modified":"2026-04-21T12:48:25","modified_gmt":"2026-04-21T10:48:25","slug":"shionogis-harmonized-data-foundation-powers-multiple-successful-launches","status":"publish","type":"customer-stories","link":"https:\/\/pantheon.veeva.com\/eu\/customer-stories\/shionogis-harmonized-data-foundation-powers-multiple-successful-launches\/","title":{"rendered":"Shionogi"},"content":{"rendered":"

Common data architecture critical to launch success<\/h2>\n

\nSince entering the European market seven years ago,
\nShionogi has rapidly expanded its women\u2019s healthcare
\nproduct line and added a hospital specialty business.
\nA key component of its expansion strategy has been
\ncreating a harmonized and scalable customer data
\nfoundation. As a result, Shionogi is experiencing
\ntangible benefits across the board: the increased
\nreach, seamless rep experience, ecosystem insights,
\nand fast, comprehensive analytics have resulted in
\nmore streamlined product launches.\n<\/p>\n

An integrated approach to customer data<\/h2>\n

\nPreviously, Shionogi had different disconnected solutions for customer data in each of its European
\nmarkets. Italy and the U.K., for example, had a legacy data provider, while Spain relied on in-house data.
\nThe reporting and response times failed to meet team needs, and processes didn\u2019t align with their reps\u2019
\nworkflow in CRM<\/a>.\n<\/p>\n

\n\u201cTo support future growth and scalability, we needed a harmonized approach,\u201d explains Bob Bell, director of
\ndigital innovation, Europe, at Shionogi. \u201cWe chose Veeva OpenData<\/a> as it delivered a fast, streamlined model
\nfor managing and connecting data. Through native integration with our CRM system, we could offer a
\nseamless experience for the end-user.\u201d The initial migration covered the U.K., Spain, and Italy, with France
\nand Germany added after launch.\n<\/p>\n

Making the switch \u2013 a local perspective<\/h2>\n

\nAs with any data migration, the \u2018merge and match\u2019 process was the most critical part. Each team
\ncompleted this essential phase within two months. \u201cOur successful switch was facilitated by the fact that
\nVeeva OpenData offered a database that was complete to start with,\u201d reflects Francesco Assettati, senior
\nmanager for commercial excellence at Shionogi Italy. \u201cFor the active HCP population that we migrated in
\nItaly, 90%-95% were automatically matched during the merge and match process. And having a robust,
\nfunctional data change request process from day one allowed us to handle exceptions and any missing
\nrecords easily.\u201d\n<\/p>\n

Immediate impact on product launch<\/h2>\n

\nThe implementation had a timely impact on Shionogi’s launches in a new therapeutic area that required precision.\n<\/p>\n

\n\u201cGetting our reps access to Veeva OpenData at this critical time meant that they could search the whole
\nHCP universe and instantly download new contacts to augment their target lists,\u201d explains Assettati. \u201cAnd
\nthe rich affiliation data helped them quickly understand how their target hospitals were structured. Veeva
\nOpenData also made it easier to match data with our partner and avoid overlap.\u201d\n<\/p>\n

Understanding new markets with trusted data<\/h2>\n

\nHaving a single source of truth for customer data is transforming Shionogi\u2019s end-to-end process for
\nlaunching brands in new European markets: from the medical team\u2019s engagement with stakeholders to
\ncommercial execution. Due to the integration between OpenData and CRM, targeting is easier and
\nfield execution more effective.\n<\/p>\n

\nShionogi also recently augmented its customer data foundation with real-time customer intelligence from
\nVeeva Link. This allows teams to identify key medical and scientific experts, and initiate medical
\ndiscussions, ahead of launch. These in-depth ecosystem insights are seamlessly integrated with
\nOpenData, through a common data architecture.\n<\/p>\n

\nThe teams are now able to complete their analysis quickly, both for new markets and their existing
\nprimary care business. \u201cI no longer spend my time worrying about data quality, OpenData just works,\u201d
\nsays Bell. \u201cThe data is accessible to all our users when they need it. They\u2019re able to submit their data
\nchange requests and get them validated quickly and accurately. Consequently, it has been a seamless
\ntransition for them.\u201d\n<\/p>\n

\nBell continues, \u201cIn addition, our analytics team can now gain concrete insights within minutes due to the
\npre-built data model offered by OpenData. This eliminates silos and low-value data management tasks
\nthat used to absorb a lot of time previously. As a function, this means we\u2019re now able to focus our time on
\nanswering business questions quickly.\u201d\n<\/p>\n

\nOpenData is used across all functions within Shionogi\u2019s European business as the company continues to
\nexpand and reach new customers with its innovative treatments. Reflecting on the switch, Bell concludes:
\n\u201cThe move to Veeva OpenData has been very successful and has given us a strong data foundation for
\nthe future.\u201d\n<\/p>\n

\nLearn more about building a strong customer data foundation.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Learn how Shionogi’s common data architecture is critical to launch success.<\/p>\n","protected":false},"featured_media":66775,"parent":0,"template":"","product-link-list":[1395,1387,1403,1422,1438,1442],"class_list":["post-67239","customer-stories","type-customer-stories","status-publish","has-post-thumbnail","hentry","product-link-list-veeva-commercial-cloud","product-link-list-veeva-crm-align","product-link-list-veeva-crm-engage","product-link-list-veeva-link","product-link-list-veeva-qms","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