Pharmaceutical companies today sit on a wealth of data, yet much of it remains underused in the daily reality of field engagement. Despite mature CRM systems and vast customer insights, many organizations struggle to translate data into actionable guidance for their sales reps.

Our client, a global pharma leader, faced exactly this challenge. They wanted to elevate the quality and impact of every HCP interaction by empowering theirfield force with data-driven recommendations embedded seamlessly into existing workflows.

The ambition was clear: create a unified, intelligent “Next Best Action” (NBA) solution that would help reps prioritize the right customers, with the right actions, at the right time — all within their global CRM environment.

‍

Pharmaceutical companies today sit on a wealth of data, yet much of it remains underused in the daily reality of field engagement. Despite mature CRM systems and vast customer insights, many organizations struggle to translate data into actionable guidance for their sales reps.

Our client, a global pharma leader, faced exactly this challenge. They wanted to elevate the quality and impact of every HCP interaction by empowering theirfield force with data-driven recommendations embedded seamlessly into existing workflows.

The ambition was clear: create a unified, intelligent “Next Best Action” (NBA) solution that would help reps prioritize the right customers, with the right actions, at the right time — all within their global CRM environment.

‍

Embedding Next Best Action into everyday sales execution required more than technology, it required alignment across commercial, data, and local markets.

Working hand in hand with commercial leadership, we shaped the NBA vision, guided the selection of the technology partner, and designed a harmonized data model capable of powering the engine across global markets. We then implemented the solution in 11 priority affiliates, ensuring scalability and consistency from day one.

Just as importantly, we managed the end-to-end journey; bridging business strategy, IT, data, and field operations. Acting as the connective tissue between the NBA technology provider and the client organization, we translated global intent into local impact. From commercial objectives to frontline adoption.

Recognizing that true value comes from change, not just rollout, we placed heavy emphasis on organizational readiness. We collaborated with affiliates to localize use cases, delivered training programs, and fostered a strong change management network. This ensured the solution was not perceived as “just another tool,” but as a commercial enabler that enriched the daily work of sales reps and improved HCP experiences across markets.

Embedding Next Best Action into everyday sales execution required more than technology, it required alignment across commercial, data, and local markets.

Working hand in hand with commercial leadership, we shaped the NBA vision, guided the selection of the technology partner, and designed a harmonized data model capable of powering the engine across global markets. We then implemented the solution in 11 priority affiliates, ensuring scalability and consistency from day one.

Just as importantly, we managed the end-to-end journey; bridging business strategy, IT, data, and field operations. Acting as the connective tissue between the NBA technology provider and the client organization, we translated global intent into local impact. From commercial objectives to frontline adoption.

Recognizing that true value comes from change, not just rollout, we placed heavy emphasis on organizational readiness. We collaborated with affiliates to localize use cases, delivered training programs, and fostered a strong change management network. This ensured the solution was not perceived as “just another tool,” but as a commercial enabler that enriched the daily work of sales reps and improved HCP experiences across markets.

At the core of the initiative was a unified data foundation. We connected multiple customer, engagement, and content data sources to deliver trusted, operationally usable insights. This is a crucial step to moving from fragmented information to meaningful, actionable intelligence.

The NBA engine generated personalized recommendations aligned with defined business rules and strategic priorities. These were delivered directly into the CRM used by frontline reps with simple, contextual prompts such as “Follow up with HCP X on consent collection” or “Re-engage HCP Y who recently attended a medical webinar.”

The result was a system that worked for the reps, not against them. Guiding their daily actions without adding friction. Early feedback confirmed that reps viewed NBA as a “personal assistant” that improved efficiency, focus, and customer relevance.

At the core of the initiative was a unified data foundation. We connected multiple customer, engagement, and content data sources to deliver trusted, operationally usable insights. This is a crucial step to moving from fragmented information to meaningful, actionable intelligence.

The NBA engine generated personalized recommendations aligned with defined business rules and strategic priorities. These were delivered directly into the CRM used by frontline reps with simple, contextual prompts such as “Follow up with HCP X on consent collection” or “Re-engage HCP Y who recently attended a medical webinar.”

The result was a system that worked for the reps, not against them. Guiding their daily actions without adding friction. Early feedback confirmed that reps viewed NBA as a “personal assistant” that improved efficiency, focus, and customer relevance.

NBA gave field reps a new level of decision support, helping them focus their time and energy where it truly mattered. By surfacing timely, relevant recommendations, the solution improved planning discipline, strengthened HCP relationships, and enabled more impactful, personalized interactions.

Importantly, it created a bridge between global commercial strategy and local market execution. NBA became not just another feature in the CRM, but a tangible driver of commercial excellence, operationalizing strategy in every call, email, and HCP engagement.

As adoption grew, affiliates reported significant improvements in coverage, consent collection, and engagement rates. Reps described NBA as “the missing link” that turned data and strategy into everyday value.

NBA is now firmly embedded in the client’s commercial operating model - a cornerstone capability in their evolution toward a data-driven, AI-ready field organization.

‍

‍

NBA gave field reps a new level of decision support, helping them focus their time and energy where it truly mattered. By surfacing timely, relevant recommendations, the solution improved planning discipline, strengthened HCP relationships, and enabled more impactful, personalized interactions.

Importantly, it created a bridge between global commercial strategy and local market execution. NBA became not just another feature in the CRM, but a tangible driver of commercial excellence, operationalizing strategy in every call, email, and HCP engagement.

As adoption grew, affiliates reported significant improvements in coverage, consent collection, and engagement rates. Reps described NBA as “the missing link” that turned data and strategy into everyday value.

NBA is now firmly embedded in the client’s commercial operating model - a cornerstone capability in their evolution toward a data-driven, AI-ready field organization.

‍

‍