Novartis sought to modernize its customer master data management (MDM) to support increasingly complex omnichannel engagement. Legacy systems lacked consistency, scalability, and alignment across geographies. IQVIA partnered with Novartis to design and deploy a next-generation MDM solution leveraging OneKey™ data and standardized governance. The program unified customer records, improved data accuracy, and enabled consistent global views across commercial and medical teams. Enhanced data stewardship and automated processes reduced manual effort and improved compliance. The new MDM foundation empowered Novartis to scale digital engagement, optimize targeting, and accelerate insight generation while supporting future innovation and organizational agility.

Join for free to read