The Future of CRM: Why Life Sciences Must Act Now
A TURNING POINT FOR COMMERCIAL STRATEGY & FIELD ENGAGEMENT
For nearly two decades, CRM systems in the Life Sciences have remained essentially unchanged – static systems of record that support basic tracking and compliance. But that status quo is coming to an end.
The recent separation of Veeva and Salesforce has done more than disrupt vendor relationships; it has exposed a long-overlooked area of the commercial tech stack. What was once treated as “set it and forget it” now demands executive-level attention.
This shift isn’t just about new platforms. It’s about rethinking how commercial teams engage with HCPs, deliver value and navigate a more complex and competitive marketplace.
CRM AS A STRATEGIC ASSET, NOT JUST A SYSTEM OF RECORD
Historical Use
Historically, CRM tools were used for documentation, including pre-call plans, activity tracking and HCP profiles. However, for many key roles, such as Field Reimbursement Managers, Key Account Managers and Market Access teams, these tools offered limited value.
The Shift
Today, that’s changing. With the rise of AI and large language models (LLMs), CRM platforms are evolving into systems of insight. Instead of simply tracking engagements, modern solutions help identify the right stakeholders, recommend the best channels and accelerate omnichannel execution.
Embracing Change
Organizations that embrace this evolution can move beyond basic compliance and coordination, ultimately achieving a more comprehensive approach. They can enable smarter, more targeted engagement, especially for underserved field roles.
THE INDUSTRY SHAKEUP: DISRUPTION AND OPPORTUNITY
The termination of CRM enhancements by Veeva as of April 2024, along with the sunset of full support by 2030, has triggered the biggest market disruption in over a decade. With over 90% of U.S. Life Sciences companies currently on Veeva, the implications are significant.
Salesforce, meanwhile, is doubling down on the Life Sciences space, expanding its Life Sciences Cloud and hiring talent from legacy CRM vendors. IQVIA’s OCE is also shifting course.
As organizations evaluate new options, many are discovering that transitions of this scale come with hidden challenges:
Despite the turbulence, there’s an opportunity to make CRM more than a vendor switch – it can be the catalyst for broader commercial transformation.
A STRATEGIC PATH FORWARD: WHAT LEADING ORGANIZATIONS ARE DOING NOW
To turn disruption into a strategic advantage, commercial leaders can take three critical steps:
1. Define CRM Objectives That Serve the Business
Start by identifying gaps in your current engagement model. Are patient services teams able to capture consent effectively? What aspects of the treatment journey remain hidden? What tools do your reimbursement managers need most?
These aren’t just IT questions, they’re commercial imperatives.
2. Evaluate with Clarity, Not Bias
The path forward won’t mirror the past. With few precedents to follow, organizations are leaning on independent expertise, drawing from peers, partners and industry veterans with direct experience navigating complex transitions.
3. Build for Resilience and Future Readiness
CRM migration plans must include clear milestones, risk gates and contingency strategies. And AI-readiness shouldn’t be an afterthought. Incorporating automation and intelligence now reduces future lift and better positions your team to act on insights, not just data.
This Isn’t Just Technology, It’s Leadership
The CRM shakeup isn’t about choosing a new platform. It’s about redefining how your organization drives value – from the field to the C-suite. It’s a moment to rethink what success looks like, who your systems serve and how you enable the people who represent your brand.
This isn’t just disruption. It’s the start of CRM’s most transformational era. Will you lead through it or be led by it?
Explore how MedProID, the industry’s most accurate, comprehensive and trusted source of HCP and HCO identifying data, can help your organization streamline compliance, strengthen decision-making and drive operational excellence.
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