Fresenius Kabi has a unique position in the pharmaceutical and MedTech industry: Hardly any other company covers the entire spectrum from pharma, biopharma, nutrition, and MedTech with its four business units. As a globally operating company, Fresenius Kabi is now positioning itself for the future and has opted for Salesforce technology for its Pulse transformation project, which is being implemented in a strategic partnership with Salesforce’s Professional Services team. As strategic partner for integration, Capgemini will accompany the comprehensive business and IT transformation, harmonizing the entire CRM landscape as well as jointly defining and standardizing global business processes. “For us, Salesforce is much more than a CRM system, it’s a customer ecosystem,” says Kai Dins, Global Head of CRM and Applications at Fresenius Kabi. ”Only Salesforce’s Life Sciences Cloud enables us to implement our Customer Engagement strategy by unifying our entire commercial sector globally on a single platform.” The aim is for every single business unit worldwide to centralize its customer-facing activities – from sales and marketing to customer and field service – on the Salesforce platform by 2029.
Our Trailblazer Kai Dins on …
… the challenges of a global MedTech and pharmaceutical company
“Across our global business units, a variety of systems have emerged that conflicted with the Fresenius Kabi CEO’s goal of creating a harmonized customer engagement landscape. From Salesforce to third-party vendors to home-grown or rudimentary applications, it’s all there. This disjointed landscape has many gaps that we now want to close. The first important operational step is therefore processing harmonization to ultimately create a global template for the successive rollout and to implement the initially 50 defined capabilities. The other major area is data harmonization, which we will implement with the help of the Data Cloud and MuleSoft. A project to consolidate the ERP landscape is also running in parallel, so the topic of data quality will keep us busy on multiple levels.”
… the range of use cases
“Our plan is to provide the widest possible range of functionalities for sales and customer service as soon as the Life Sciences Cloud is rolled out in the pilot countries. Among other things, we plan to provide our MedTech customers with an advanced self-service portal in which only the error code of a device needs to be entered in order to receive troubleshooting instructions. If this is not sufficient, a case and the dispatch of a field service team will be triggered automatically. And although we are not yet implementing a broad AI strategy in the first step given the scope of the project, we will provide our sales team with an offering such as the Agentforce Sales Coach as soon as possible. This will help them immensely straight away and make the benefits of this transformation tangible.”
… the success factor of change management
“Centralization on a single platform, which is still completely new for many countries and business units, naturally requires close support. To this end, we will set up a change management strategy with numerous activities, from newsletters and intranet to roadshows and a community of key users. Based on our project name Pulse these will be our ‚Pulse Heroes‘, who will act as ambassadors for the business units so that all stakeholders, from management to international colleagues, are involved right from the start.”
Learn more about Life Sciences Cloud.
