Measured outcomes
Unified HCP profile across 9 source systems
HCP segmentation cycle: 3 weeks → 4 hours
Marketing campaign launch velocity 2.4x
HCP data lived in Veeva, SAP, and 7 regional CRMs. Some were validated systems (GxP). Reconciliation was manual. The pharma needed unified HCP profile without breaking validation status of source systems.
Salesforce Data Cloud as the unified HCP profile. Mulesoft Composer + Anypoint as the integration fabric. Read-only patterns from validated systems (no writeback that would invalidate them). Identity resolution at Data Cloud layer. Activation patterns for Marketing Cloud + Sales Cloud.
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