Case Studies
Wyeth Pharmaceuticals
Business Profile
Wyeth Pharmaceuticals, the Canadian subsidiary of Wyeth, is a leading pharmaceutical company that offers broad and diverse product lines. Wyeth leads the industry in innovation by linking pharmaceutical, biotech, and vaccine technologies illustrated through a long history of pioneering developments in pharmaceuticals and biotechnology. The company is dedicated to finding and developing new drugs that will enhance the quality of health care worldwide. |
Partner
N/A |
Industry
Pharmaceuticals |
Geography
Canada |
eBusiness Applications
Siebel ePharma
Siebel ePharma Handheld
Oracle 8.1.7.4
Skura Call Capture
Siebel Analytics
MedEd
Skura Interface Manager |
Deployment Summary
200 Users
English and French |
Benefits
- Improved access to customer information
- Improved Targeting
- Improved Territory Management
- Improved Communication
- Reduced evening work time
- More comprehensive call notes
- Better time management
- More effect targeting of contacts
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The Situation
Wyeth Pharmaceuticals Canada, a leading innovator of pharmaceutical, biotech and vaccine technologies, contracted Skura Corporation in October of 2001 to implement Siebel ePharma 7 to assist them in empowering their sales force.
During the initial project Skura’s ePharma Call Capture was implemented and deployed to help Sales Representatives enter call data in the field. The rollout of this handheld solution allowed the sales force to keep their laptops at home. Skura’s ePharma Call Capture software installed on Compaq’s iPAQ 3850 provided the sales force with the necessary information while interfacing with physicians. Call history was made available for each of the physicians on a Sales Representative’s call list. Each Sales Representative could easily enter call information on Contacts and Accounts as well as plan their daily activities. Skura’s ePharma handheld was provided as a temporary solution until Siebel’s Life Sciences handheld was made readily available.
Business units affected were Pharma (Primary Care) and Biomedical Business Unit
The following three objectives were the key focus areas of the project:
- Improve Targeting
- Improve Territory Management
- Improve Communication
The Challenge
Wyeth Pharmaceuticals had some major hurtles to overcome in order to successfully implement this project. Some of these challenges include:
- PC enable their entire sales force
- Convert a paper based system into a leading edge CRM solution
- Train a mostly computer illiterate sale force
- Change the culture within Wyeth
The Skura Solution
Wyeth Pharmaceuticals wanted to utilize the expanded functionality of Siebel’s Life Sciences handheld. To accomplish this, their existing SFA system needed to be upgraded to Siebel Life Sciences 7.5.2.211. The upgrade introduced some undesirable behavior into the application that was corrected before beginning the new business requirements. Wyeth Pharmaceuticals’ new requirements included the following:
- A new streamlined version of the application
- A new targeting process
- One step synchronization between Server, laptop, and iPAQ
- Siebel Life Sciences Handheld with the following entities in both French and English
- Contacts and Accounts
- Contacts and Accounts Activity and Call History
- Contact Rx Data
- Accounts Sales Data
- Complete Calendaring functionality
During the rollout the team used Skura Interface Manager (SIM) to load additional data and correct data holes created during the upgrade. Wyeth has hailed this implementation as the most successful ever implemented with this level of complexity.
The successful implementation of the project has resulted in Wyeth contracting Skura to implement and integrate Siebel Analytics into their current system.
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