Enterprise MDM Implementation: Informatica, Reltio and Veeva Network

Not always. A platform earns its cost when several of these are true:

• Many source systems create or change the same customer, product or supplier records.
• Records must be mastered in near real time, not overnight.
• Several downstream systems, such as CRM, ERP and the warehouse, need the same golden record.
• You need a stewardship interface, audit trail and change history for compliance.
• Hierarchies and relationships (accounts, affiliations, households) matter as much as the records themselves.

If you have three or four sources, a batch cadence and one main consumer, a well-built master in your warehouse, with documented match rules and a simple review queue, is often the better first step. It can be moved to a platform later because the rules travel with it. We will tell you which side of that line you are on. For the difference between within-source and across-source mastering, see types of MDM.

Pharma has its own MDM shape. HCP and HCO records arrive from CRM, syndicated data, specialty pharmacies, hubs and claims, each with its own identifiers. Many companies use Veeva Network as the customer master, validated against OpenData or another reference source, and then still need to link that master to the patient-level and specialty pharmacy data that sits outside it. We build those links, and the patient master that has to stay de-identified where the work allows. See customer master data management, patient master data management and Veeva CRM data integration.

We have written about each of these in more depth: types of matching in MDM, survivorship in MDM and the golden record, and our data stewardship service.

A specialty therapy provider rebuilt its patient access reporting by hand each cycle because identifiers did not match between sources. We built clean identifiers and an MDM structure, automated case pipelines, standardised reporting and dashboards, cutting manual work by 60 to 80 percent. For the issues we see most in pharma, read common data quality challenges in pharma MDM.