Dyax Gains a Foundation for Multichannel Customer Engagement in the Cloud
Customer Company Size
Mid-size Company
Region
- America
Country
- United States
Product
- Veeva Network
- Veeva CRM Approved Email
- Veeva Vault PromoMats
- Veeva Commercial Cloud
Tech Stack
- Cloud Computing
- CRM Systems
- Data Management
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Healthcare & Hospitals
- Life Sciences
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
About The Customer
Dyax Corporation is a Massachusetts-based biopharmaceutical company that aims to discover, develop, and commercialize innovative biopharmaceuticals for unmet medical needs, with an emphasis on inflammatory indications. The company utilizes its proprietary drug discovery technology, phage display, to identify antibody, small protein, and peptide compounds for clinical development. Dyax also leverages this technology broadly with over 70 licenses and collaborations for therapeutic discovery, as well as in noncore areas such as affinity separations, diagnostic imaging, and research reagents. Across all areas, Dyax’s work is driven by one unifying factor: the needs of patients.
The Challenge
Dyax Corporation, a Massachusetts-based biopharmaceutical company, was struggling to accurately identify and engage key customer segments across channels due to rapidly changing healthcare professional (HCP) and healthcare organization (HCO) information. The company's field representatives were updating HCP data directly in the company’s CRM system, which resulted in duplicate accounts, outdated information, and reps spending their time sorting out inconsistencies prior to meeting with HCPs. Dyax had 2,000 duplicate or incomplete HCO records representing more than 15% of targeted accounts, several hundred duplicate HCP records, thousands of missing phone numbers and addresses, and few unique identifiers like NPI numbers. The company wanted an innovative way to get accurate customer data quickly, without the cost and complexity of traditional master data management (MDM) tools.
The Solution
To create the master data foundation necessary for multichannel customer engagement, Dyax selected Veeva Network, a cloud-based customer master solution offering a global customer master application, HCP and HCO reference data, and stewardship services. The company was able to improve the quality of data and speed of updates without increasing its support staff. Concurrently with the Network implementation, the company capitalized on the interoperability of Veeva’s Commercial Cloud, enabling multichannel customer engagement with Veeva CRM Approved Email. Fueled with compliant content through Veeva Vault PromoMats for promotional content management, Approved Email allows Dyax’s reps to engage HCPs via email. All interactions across channels are tracked in Veeva CRM, giving Dyax deep insight into customer behavior and preferences.
Operational Impact
Quantitative Benefit
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