\nOn top of these challenges, Organon also sought to tackle organizational roadblocks that had emerged from the separation:<\/p>\n
- \n
- Size and scale:<\/strong> As a smaller entity, Organon had to adapt its field planning strategies to be more efficient and cost-effective after its separation from its mother company.<\/li>\n
- Cultural differences:<\/strong> With operations in over 60 countries, teams had to navigate diverse cultures and working styles.<\/li>\n
- Change management:<\/strong> Incorporating new tools and procedures led to some skepticism and widespread adoption was not guaranteed.<\/li>\n<\/ul>\n
\n“Without clear segmentation and targeting, our efforts were like throwing data blindfolded – pure chance, not strategy, guided by our execution.”
\n– Maciek Wojtaszewski, Omnichannel Customer Engagement Director, Organon<\/span>\n<\/p><\/blockquote>\nFormalizing business processes<\/h3>\n
\nOrganon continues to evolve its commercial organization and translate brand strategy into HCP engagement execution. In collaboration with ³Ô¹Ï±¬ÁÏ Commercial Services, the company built a strategy-to-execution framework that provides clear guidance on key tasks and best practices, enabling each market to progress at its own pace despite variations in maturity levels.\n<\/p>\n
\nIt formalized five key areas as part of its global framework: profiling, segmentation and targeting, engagement execution, data and analytics, amd strategic planning<\/p>\n
\nThe approach was straightforward: develop a strategic plan by analyzing the brand, understanding customers, and identifying significant segments and specialties. In the first step, individuals within these segments are profiled. Then, they are organized into engagement groups, and targeted with planned activities. Following this, execution occurs through the field force, digital channels, headquarter emails, webinars, etc. Finally, data is analyzed for insights.\n<\/p>\n
\n
![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/03\/Organon_Session-Summary-Graphics_Business-Processes.png\")
\n<\/p>\nBuilding strategic partnerships<\/h3>\n
\nMore than an implementation project, this was a strategic partnership, and together with ³Ô¹Ï±¬ÁÏ Commercial Services and ³Ô¹Ï±¬ÁÏ Business Consulting, a global framework was built. As a result, Organon achieved smooth implementation of ³Ô¹Ï±¬ÁÏ Align<\/a> globally in nine months and has now a holistic overview of field planning, maximizing the power of ³Ô¹Ï±¬ÁÏ CRM<\/a> and Align.\n<\/p>\n
\nKey Highlights:<\/strong><\/p>\n
- \n
- A cross-functional team from Organon would meet with ³Ô¹Ï±¬ÁÏ to discuss operational and tactical topics, share their concerns, and make decisions together.<\/li>\n
- Organon nominated one representative from each market to join the weekly meetings throughout implementation, spanning marketing, digital, and brand teams.<\/li>\n
- A cross-functional team from Organon would meet with ³Ô¹Ï±¬ÁÏ to discuss operational and tactical topics, share their concerns, and make decisions together.<\/li>\n<\/ol>\n
\n“When you face sales operations teams ten times smaller than what you were used to, working more efficiently with the right resources becomes the only viable option.”
\n– Maciek Wojtaszewski, Omnichannel Customer Engagement Director, Organon<\/span>\n<\/p><\/blockquote>\nChoosing the right solutions<\/h3>\n
\nHighlights:<\/strong>\n<\/p>\n
\nThe quotes below are from Maciek Wojtaszewski, omnichannel customer engagement director, Organon.\n<\/p>\n
- \n
- Survey Module of ³Ô¹Ï±¬ÁÏ CRM:<\/strong> “The survey model of ³Ô¹Ï±¬ÁÏ CRM is a fantastic feature to profile customers by collecting targeted insights through pre-defined options. You get individual customer data across various questions.”<\/em><\/li>\n
- ³Ô¹Ï±¬ÁÏ Align<\/strong> “We are now driving field planning globally with efficiency and have seen good results.”<\/em><\/li>\n
- Integration of ³Ô¹Ï±¬ÁÏ Align and ³Ô¹Ï±¬ÁÏ CRM:<\/strong> “³Ô¹Ï±¬ÁÏ Align and ³Ô¹Ï±¬ÁÏ CRM are nicely orchestrated, you don’t even know which system generates what.”<\/em><\/li>\n<\/ol>\n
\n
![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/03\/Organon_Session-Summary-Graphics_Right-Solutions.png\")
\n<\/p>\nThe Results<\/h2>\n
\nThe quotes below are from Maciek Wojtaszewski, omnichannel customer engagement director, Organon.\n<\/p>\n
- \n
- Significant improvements in segmentation, targeting, and execution KPIs:<\/li>\n
- \n
- Impactful Segmentation and Targeting:<\/strong> \u201cIn less than a year ³Ô¹Ï±¬ÁÏ Align helped us increase our segmentation by 21% and targeting by 27%. Field teams are happy, Organon is happy.\u201d<\/em><\/li>\n
- Efficient Execution:<\/strong> “We experienced a 46% increase in interactions with priority HCPs, through improved segmentation and targeting, in just nine months with ³Ô¹Ï±¬ÁÏ Align. This is definitely an indicator that things are going in just the right direction.”<\/em><\/li>\n
- Successful implementation with speed:<\/strong> “We effectively rolled out ³Ô¹Ï±¬ÁÏ Align in 63 countries in nine months.”<\/em><\/li>\n
- Thriving partnership with ³Ô¹Ï±¬ÁÏ:<\/strong> “³Ô¹Ï±¬ÁÏ is a great thought partner. They have a deep understanding of industry challenges and a great solution to overcome them.”<\/em><\/li>\n
- Happy sales operations team:<\/strong> “We like to work with ³Ô¹Ï±¬ÁÏ Align. It’s simple and intuitive.”<\/em><\/li>\n<\/ul>\n<\/ul>\n
\n
![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/03\/Organon_Session-Summary-Graphics_Results.png\")
\n<\/p>\nConclusion<\/h2>\n
\nWith ³Ô¹Ï±¬ÁÏ Align’s agile technology, Organon has reached operational efficiency in juyst nine months.\n<\/p>\n
\nOrganon secured stakeholder buy-in and addressed concerns by forming a cross-functional team representative of all markets. This collaborative approach, in partnership with ³Ô¹Ï±¬ÁÏ experts and business consultants, laid the foundation for a successful rollout.\n<\/p>\n
\nA rapid implementation not only led to a 46% increase with priority HCPs but also unlocked significant advances in segmentation and targeting. ³Ô¹Ï±¬ÁÏ Align evolved beyond its role as a global resource allocation tool and became an omnichannel enabler within Organon’s engagement strategy.\n<\/p>\n
- Efficient Execution:<\/strong> “We experienced a 46% increase in interactions with priority HCPs, through improved segmentation and targeting, in just nine months with ³Ô¹Ï±¬ÁÏ Align. This is definitely an indicator that things are going in just the right direction.”<\/em><\/li>\n
- Impactful Segmentation and Targeting:<\/strong> \u201cIn less than a year ³Ô¹Ï±¬ÁÏ Align helped us increase our segmentation by 21% and targeting by 27%. Field teams are happy, Organon is happy.\u201d<\/em><\/li>\n
- ³Ô¹Ï±¬ÁÏ Align<\/strong> “We are now driving field planning globally with efficiency and have seen good results.”<\/em><\/li>\n
- Survey Module of ³Ô¹Ï±¬ÁÏ CRM:<\/strong> “The survey model of ³Ô¹Ï±¬ÁÏ CRM is a fantastic feature to profile customers by collecting targeted insights through pre-defined options. You get individual customer data across various questions.”<\/em><\/li>\n
- Cultural differences:<\/strong> With operations in over 60 countries, teams had to navigate diverse cultures and working styles.<\/li>\n