Dr. Reddy’s Laboratories supercharges HCP engagement with unified data

Dr. Reddy’s Laboratories is a global pharmaceutical company that serves over half a billion patients worldwide. Guided by the belief that ‘Good Health Can’t Wait’, Dr. Reddy’s is committed to making affordable and innovative medicines accessible. Its products include active pharmaceutical ingredients (APIs), generics, branded generics, biosimilars, and OTC over-the-counter (OTC) pharmaceuticals.

To strengthen HCP relationships, Dr. Reddy’s needed a unified data view

For over 40 years, Dr. Reddy’s has been a trusted partner to healthcare professionals (HCPs) around the globe. Now, as it steps up its impact, the company is focused on engaging HCPs with greater precision, relevance, and speed. 

The challenge is to break through the noise. HCPs today are inundated with information. Everyone’s vying for their limited time and attention. So, to truly connect with them, marketing efforts need to be highly targeted. Teams need to know whom to engage, which channels to use, and how to make a meaningful impact quickly.

Building this future-ready engagement model—while also simplifying regulatory compliance—required Dr. Reddy’s to streamline its technology landscape. Systems had to talk to each other. And data had to be unified in one place.  

Salesforce was chosen to enable this transformation.

Connecting 40+ systems and 750+ end-points powers seamless coordination across the value chain

Through APIs built on MuleSoft, Dr. Reddy’s has integrated multiple critical systems, including CRM tools, ERP platforms, customer-facing applications, and internal systems used in manufacturing and R&D. Information flows seamlessly across this tech landscape, improving cross-functional coordination and decision-making, while also speeding up end-to-end processes. 

Take drug development, for instance. When a sales team forecasts higher demand for a drug, MuleSoft integrations ensure that this information is relayed from sales systems to portfolio management systems—and then onwards to R&D systems for priority drug development. At the same time, manufacturing systems are updated, so that plants can plan and schedule production well in advance.

As a result, the journey from drug selection to commercialisation is much faster.

“MuleSoft is one of our core integration platforms,” says Braj P., CDIO Emerging Markets & Global Head - Digital, Dr. Reddy's Laboratories. “We’ve used it to connect up to 40 systems and 750 end points that power most of our enterprise transactions.” 

Since up to 70% of the MuleSoft APIs are reusable, API development and operational costs have been halved. And because the integrations are so robust, systems consistently stay up and running in line with SLA targets.

Personalised, data-driven campaigns deepen HCP engagement

With Salesforce Marketing Cloud, Dr. Reddy’s is orchestrating omnichannel journeys at scale. 

Brand teams use Marketing Cloud Engagement to segment HCPs with ease, and design meaningful journeys. HCP data such as content preferences are unified in a single source of truth. So, teams have a deeper understanding of how much educational content each HCP wants to receive, how often, and across which channels.  

Based on these insights, campaigns are automatically generated to the right HCPs at the right time with relevant information on products, emerging therapies, and evolving treatment protocols.  

“Marketing automation has significantly reduced the time and effort our teams spend on data consolidation and campaign execution,” says Neeralli. “Using AI, we hope to understand HCP needs even better, and get recommendations on the best communication journeys.”

With Marketing Cloud Personalisation, each HCP’s journey is tailored to their demographics, operating segment, specialty, language, level of drug awareness, and other parameters. For example, a doctor in Northeast India would likely receive messages in a different language than their peers in the Hindi-speaking belt. Similarly, a consulting physician who’s already familiar with a drug molecule might be targeted with a different message than one who isn’t aware of it. 

This level of personalisation ensures that every HCP receives communication that’s not just relevant, but also genuinely valuable to their practice.

Meanwhile, Marketing Cloud Intelligence provides an out-of-the-box, cockpit-style view of both platform health and campaign performance. Teams can track basic metrics such as email bounce rates, as well as targeted intelligence such as open rates, click-through rates, and content consumption—all of which help determine if marketing efforts are on the right path. 

Marketing Cloud is currently used in India and key European markets, but will soon be rolled out across 15 countries. Through the platform, Dr. Reddy’s expects to engage 500,000 HCPs worldwide, including 300,000 in India alone. The goal is to increase HCP engagement 25%, year-over-year.

CPQ automation ensures that every hospital receives accurate and quick pricing 

To manage its relationships with institutional buyers and hospitals, Dr. Reddy’s uses CRM solutions integrated with Salesforce through the AppExchange partner ecosystem. With these solutions, field sales reps in India and select European markets have streamlined account management, opportunity creation, and contract management.

Meanwhile, pricing and quoting have been automated for sales teams in India and Columbia, using Salesforce CPQ. 

Through MuleSoft, CPQ integrates with Dr Reddy’s ERP platform to pull in pricing structures, product catalogues, and historical bids for quoting. Once a bid is won, orders are directly created in the ERP platform without manual intervention. This ensures that patients get access to the drugs they need, faster.

Since pricing is so streamlined, every hospital is serviced with the right rates, clauses, and approvals. Moreover, sales teams are able to respond quicker and more consistently to bidding opportunities. Even if there’s a sudden market shift or policy change that impacts how pharma companies price their products, Dr. Reddy’s is well-prepared to respond.

“Our sales teams no longer have to hunt through spreadsheets and emails for pricing terms or approval data,” says Neeralli. “Every bid, every contract, and every rate is clearly documented on Salesforce. So, we’re always informed and audit-ready.”

Embedded analytics in CPQ provide insights on win rates, pricing effectiveness, and account-level profitability. This helps sales teams determine which accounts to target, how to expand product offerings, and where to maximise value. AI will soon be added to the mix, enabling teams to optimise pricing, and speed up contract creation. 

Real-time insights help every team make smarter, faster decisions

With Tableau, teams across the company—from R&D to manufacturing—have real-time visibility into critical metrics. For example, R&D teams can easily track the status of drug development—how many regulatory filings are underway for each product, which filings are still pending or stuck with regulators, and how long each submission is taking.

Similarly, sales managers can use Tableau analytics to track field sales performance—are sales reps meeting an optimal number of HCPs per day, how effective are these meetings, and how many opportunities are converting to actual sales.

For manufacturing teams, Tableau dashboards make capacity planning easier with granular insights into plant and equipment availability. Operators and site leads can view idle slots by room, date, or site—and make timely decisions to maximise utilisation.

Soon, AI-layered nudges will push these insights proactively. Site leaders will get automated alerts when certain rooms are projected to go idle, so they can plan production without even opening a dashboard.

At the executive level, decision-makers no longer need to wait for data to be consolidated into reports. With a few quick clicks on Tableau, they can view a financial snapshot of the company, evaluate where a drug is stuck in its lifecycle, and track what the throughput for a specific plant is likely to be. 

Even compliance monitoring is simplified through Tableau. Data from labs and production plants flows into a data lake via MuleSoft, and then surfaces on Tableau as insights that demonstrate compliance with drug development and manufacturing regulations. This way, the company is always prepared for audits and inspections. Even when auditors walk in unannounced, teams have compliance reports ready at their fingertips.

Next: Leverage AI and digitisation to amplify growth

Dr. Reddy’s is now focused on boosting Salesforce adoption across the enterprise. The company is also exploring how AI tools like Agentforce can be used to proactively guide sales teams with intelligent nudges and next best action recommendations based on past performance and pricing decisions.

End-to-end process digitisation is also on the horizon. 

“We’re moving towards a future where every process flows seamlessly from one point to the next without manual intervention,” says Braj P. “That’s key to unlocking new levels of efficiency and agility.”

At Dr. Reddy’s, Salesforce isn’t just another tool—it’s the digital backbone that connects data, teams, and systems across the enterprise. Teams now have all the insights they need at their fingertips to deepen HCP engagement, respond to audit requests with confidence, and make smarter business decisions at every level.