Business Problem

Client was preparing for a new product launch that would introduce new channel data into the commercial environment (that is, Veeva CRM, Commercial data warehouse, and patient services hub). Business unit leadership determined that MDM capabilities were lacking in the existing environment, to support a successful product launch. Veeva Network and OpenData were selected as the go-forward MDM platform.

Hawkins Point Solution

Hawkins Point delivered Commercial Data subject matter expertise and Program Management to define the implementation plan for the rollout of Veeva Network. The first phase involved matching HCPs from each Therapeutic Area (Neurology, Oncology, Fertility, Endocrinology) against Veeva OpenData, and enriching the HCP profiles in Veeva CRM. The subsequent phases focused on migrating the affiliated HCOs into Veeva CRM, and integrating Veeva Network for ongoing integration and mastering. We also counseled the client’s Commercial Ops and IT while curating and preparing the data from Veeva CRM to be matched by Veeva professional services against Veeva OpenData.


  • Enriched ProfilesOf 40,000 Neurologists 22,000 Oncologists and 9,000 Fertility Specialists for better targeting, more reliable alignments, and a new Oncology Patient Services portal
  • On-Time DeliveryOf Veeva Network that delivered enhanced MDM capabilities
  • Defined SOPsFor ongoing data stewardship and IT operational support