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Challenges and Benefits of Data Governance and Stewardship Solutions for Pharmaceutical, Medical Device, and Healthcare Companies
With effective data governance and stewardship, you can improve the accuracy of your customer target lists and precision of your call plans
Phyllis Imparo, Practice leader, Data Governance and Stewardship, IQVIA
Dec 20, 2021

Customer data is a critical resource for every health and life sciences organization. Pharmaceutical, medical device, and healthcare companies count on this data to shape commercial strategy and tactics, track performance, and address compliance with the Sunshine Act and other regulatory requirements.

Even so, organizations of all sizes continue to face customer data challenges. What follows are three of the most common scenarios — along with opportunities to solve for each through more effective data governance and stewardship.

Customer Data Challenge #1: Duplicate Data

A sales rep wants to add a new customer to your ecosystem. Your current process counts on each rep to search for that customer in your customer relationship management (CRM) or master data management (MDM) environment. Some reps perform only a cursory search; others ignore the request altogether. This inconsistency results in duplication of customer profiles, customer addresses, and data about their affiliations.

Compounding the issue is a lack of business match/merge rules for processing inbound data from other sources.

To solve this challenge, consider conducting a formal, phased data cleanup. This process should include a one-time exercise in removing identified duplicates and merging customer profile duplicates. To prevent duplications in future data loads, evaluate and, where needed, revise ingestion rules.

Customer Data Challenge #2: Incomplete and/or Inaccurate Data

Your reps and other end users are empowered to create customer profile records. When data sources are loaded, there’s no validation of business rules before that customer data floods your MDM ecosystem. Both practices lead to data that’s incomplete, inaccurate, or both.

This is another challenge you can address with a phased data cleanup. Focus this effort on closing information gaps — including resolving “unspecified” medical specialties and ensuring that providers’ professional designations are captured correctly.

In conjunction with the cleanup, define and implement data load validation business rules. These rules help in capturing and reporting exceptions before they are introduced into your ecosystem.

Customer Data Challenge #3: Client Address Information

Accurate customer address information is critical to supporting a host of downstream business processes — from informing commercial activities to meeting compliance requirements. But without a standard approach for creating and updating customer addresses, you can end up with disjointed, unreliable information.

To ensure that you’re capturing consistent address information from any inbound data source — including your own reps — introduce business rules for validating data entry and data loads. Consider engaging a third party with focused experience in, and proven approaches for, establishing this kind of formal data oversight.

Accelerate the benefits of data governance and stewardship

For effective end-to-end information management, your organization needs data governance in the form of an information strategy and high-level policies and procedures — along with data stewardship via consistent, disciplined coordination and implementation.

With effective data governance and stewardship, you can improve the accuracy of your customer target lists and precision of your call plans. Meanwhile, consolidated customer profile records enable you to be more sophisticated in identifying providers’ affiliations — a key capability for supporting account-based engagement and expanding your reach and frequency. Consolidating these records helps you increase the accuracy of sales reporting and incentive compensation. It also streamlines and simplifies transparency reporting, as required by the Sunshine Act.

If you lack the breadth of expertise and/or scalability to tackle this on your own, consider IQVIA Data Governance and Stewardship Services. Our team offers decades of experience and a suite of accelerators to help you get (and stay) on the path to customer data you can trust. We can support you in crafting your information strategy and data governance policies, assessing and improving data quality, and maintaining client data in accordance with your policies and procedures. No matter your preferred tools or data sources, we are here to help accelerate your journey to better customer data governance and stewardship./p>

To find out more, contact us.

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