Unified Customer Management: A Salesforce Health Cloud Success Story

Objective: The client is a global pharmaceutical company specializing in neurology and oncology. With a focus on improving customer management processes, sales efficiency, and regulatory compliance, the client sought to implement Salesforce Health Cloud to streamline operations and enhance overall business performance.

Business Objectives
The primary objectives for the client’s Salesforce Health Cloud implementation were:

• Improve Process Efficiency: Streamline customer engagement, sales, and account management processes to maximize operational productivity.
• Enhance Collaboration: Foster seamless communication and collaboration between sales teams and medical representatives.
• Regulatory Compliance: Ensure strict adherence to case handling for adverse events and product complaints in line with industry-standard regulatory procedures.
• Real-time Data and Reporting: Provide stakeholders with real-time insights into sales performance, campaign effectiveness, and case management through advanced reports and dashboards.
• Centralized Customer Data: Establish a unified platform to manage healthcare organizations (HCOs) and healthcare professionals (HCPs), enhancing customer relationship management.

Challenges:

The client’s existing processes were highly manual, relying on Excel spreadsheets and fragmented systems to track customer data, campaigns, and product inventories. This led to inefficiencies in reporting, case management, and campaign tracking, resulting in delayed decision-making and a lack of centralized visibility.

Key Requirements

1. • Healthcare Organization & Professional Management (HCO/HCP): Centralized management of healthcare organizations and professionals across various therapeutic areas, including oncology and CNS.
   • Campaign Management: Implement a robust system to track and document outreach activities and campaign performance.
   • Product Management: Centralize product data for streamlined access across different therapeutic areas and channels.
   • Activity Management: Enable medical representatives to pre-plan and log daily/weekly activities with real-time updates for managers.
   • Case Management: Enhance adverse event reporting by linking case records with patients, products, and healthcare organizations for timely follow-up and resolution.

Solutions:

• Sales Automation: Implemented Sales Cloud for managing the lead-to-installation lifecycle and integrated Google Maps API for land measurements.
• Field Operations: Developed a Salesforce Mobile App with GPS-enabled tools and Field Service Lightning for real-time tracking and digital approvals.
• Accounting and HR Management: Automated financial and HR processes using Accounting Seed ERP and third-party APIs for time tracking.
• Document Management: Utilized AWS S3 for secure storage and archiving, with Conga Composer and DocuSign for document workflows.

Technology Used:

The Salesforce Health Cloud implementation for the client utilized the following Salesforce modules:

1. Sales Cloud
   • Account and Contact Management (HCO/HCP Management): Managed healthcare organizations (HCOs) and healthcare professionals (HCPs) with customized fields for therapeutic areas, contact specializations, and product focus.
   • Opportunity Management: Facilitated tracking and management of sales opportunities with advanced forecasting capabilities.
   • Campaign Management: A customized campaign object was developed to track campaigns, linking them to sales opportunities for in-depth performance insights.
   • Product Management: Centralized product data by integrating it with opportunities and healthcare professionals.
   • Activity Management: Created custom objects for logging meetings and tracking progress toward sales closures.
2. Health Cloud
   • Patient and Case Management: Streamlined logging of adverse events, product complaints, and case tracking, ensuring integration with regulatory processes and patient details.
3. Service Cloud
   • Case Management: Managed customer service cases, adverse event reporting, and product complaints through a dedicated system, ensuring real-time regulatory compliance with email alerts for Pharmacovigilance teams.
4. Integration Services
   • Zoom Integration: Facilitated direct tracking of virtual meetings within Salesforce.
   • Email Alerts: Automated notifications for case management and regulatory reporting.

Results:

The Salesforce Health Cloud implementation for the client utilized the following Salesforce modules:

1. 1. Sales Cloud
      • Account and Contact Management (HCO/HCP Management): Managed healthcare organizations (HCOs) and healthcare professionals (HCPs) with customized fields for therapeutic areas, contact specializations, and product focus.
      • Opportunity Management: Facilitated tracking and management of sales opportunities with advanced forecasting capabilities.
      • Campaign Management: A customized campaign object was developed to track campaigns, linking them to sales opportunities for in-depth performance insights.
      • Product Management: Centralized product data by integrating it with opportunities and healthcare professionals.
      • Activity Management: Created custom objects for logging meetings and tracking progress toward sales closures.
   2. Health Cloud
      • Patient and Case Management: Streamlined logging of adverse events, product complaints, and case tracking, ensuring integration with regulatory processes and patient details.
   3. Service Cloud
      • Case Management: Managed customer service cases, adverse event reporting, and product complaints through a dedicated system, ensuring real-time regulatory compliance with email alerts for Pharmacovigilance teams.
   4. Integration Services
      • Zoom Integration: Facilitated direct tracking of virtual meetings within Salesforce.
      • Email Alerts: Automated notifications for case management and regulatory reporting.

Conclusion: The Salesforce Health Cloud implementation revolutionized the client’s customer management and sales processes, delivering real-time visibility and ensuring full regulatory compliance. By integrating