Teva Pharmaceuticals: The Journey to Omnichannel Success and Enhanced Patient Care
Global generics and biopharmaceuticals leader Teva trusts Salesforce and Next Consult to help them streamline sales operations and drive innovation.
Teva Pharmaceuticals is dedicated to improving the lives of patients around the world. Boasting an impressive portfolio of over 3,600 medicines, the company produces roughly 76 billion tablets and capsules annually. Teva's extensive manufacturing capabilities include 53 facilities spread across 33 countries, with 2 situated in Bulgaria. As a leading pharmaceutical company, Teva is active in 60 markets, relying on efficient processes and systems to maintain its global reach.
Yana Karadzhova, Director, Business Applications and Salesforce Delivery Lead at Teva Pharmaceuticals recently shared her knowledge and experience at the 10th Annual Salesforce Conference hosted by Next Consult – a leading digital transformation consultancy and preferred Salesforce partner in the CEE region.
Yana has been working with Salesforce since 2017, starting as a Delivery Lead for a major insourcing project. She was responsible for setting up a global team that took over all of Teva's Salesforce-based applications.
Challenges
Teva Pharmaceuticals' commercial organization faced a multitude of challenges, as it aimed to increase sales, optimize marketing efforts, and accommodate numerous custom requirements from internal business users. Addressing these demands required the implementation of a flexible and robust solution capable of streamlining processes while maintaining compliance with industry regulations.
In addition, Teva has to manage more than 40 Salesforce installations, each connected to other systems managing supply chain, production, distribution, and other business functions. The company needed strict organization, discipline, and a seamless process to maintain, develop, and innovate its business.
Teva's Salesforce systems are supported by a large internal team, but big, complex projects often require external help. To get the job done, the pharmaceutical company relies on external Salesforce partners with proven experience and a track record of success in such projects and industries.
Solution
In search of a partner with extensive experience in successful Salesforce implementations and knowledge of potential pitfalls, Teva enlisted the help of Next Consult as well-established Salesforce partner and reseller. This partnership proved instrumental in addressing the unique challenges faced by the company.
The implementation of Salesforce products such as Sales Cloud, Service Cloud, Marketing Cloud, and Experience Cloud enabled Teva to deliver on its omni-channel strategy. The platform’s intuitive user interface, drag & drop functionality, and ease of use made it an ideal solution to address Teva's challenges.
This low-code environment provided by Salesforce also enables the development of internal Salesforce specialists, which gives more freedom and flexibility to businesses.
“Salesforce's user-friendly interface empowers us to innovate and automate processes without needing to hire tons of additional programmers. Still, there needs to be a balance and not do everything yourself but also rely on partners like Next Consult who have extensive knowledge on best practices,”
Director, Business Applications and Salesforce Delivery Lead at Teva Pharmaceuticals
The partnership between Teva and Next Consult is organized in a way that facilitates the transfer of knowledge to Teva's team. This collaborative approach ensures that both parties can effectively work together to achieve sustainable growth.
Outcome and Future Plans
By integrating Salesforce solutions with Teva's systems, the company has been able to streamline its operations, drive sales, and improve marketing efficiency. As a result, Teva's commercial department can now effectively sell and promote its products worldwide, supporting its mission to enhance patients' lives.
Looking ahead, Teva's future plans involve the completion of its transition from multi-channel marketing to omni-channel marketing, further enhancing the customer experience. In addition, the company aims to standardize its ERP system by integrating all SAP installations and other systems with CRM for order management.
Best practices
During the conference, Yana Karadzhova emphasized several important mindsets needed for successful Salesforce project management. “It’s extremely important to properly manage internal demands and be able to say “no” to requirements that don't align with the company's objectives or system architecture.”
She added that it’s essential that management takes responsibility for the project's direction and steps, as well as making crucial decisions in the face of unforeseen challenges or complications.
By following this approach Teva has been able to prioritize, phase, and innovate year after year, ultimately enhancing the customer experience and supporting the company's mission to improve patients' lives around the globe.
Such practices are in line with what Next Consult always advises its clients - a successful implementation process always begins with defining the real business needs and the most important business priorities.
