A leading US-based healthcare and life sciences company modernized its PPD Medical Communication services with Persistent, building a next-generation CRM on Salesforce Health Cloud that ensured compliance, scalability and smarter engagement through AI and predictive analytics.
The Challenges
Legacy systems limiting speed, scalability, and compliance in medical communication
The client, a global healthcare and life sciences leader, faced mounting pressure to modernize its medical communication services. Its existing systems struggled to keep pace with the growing complexity of clinical trials, increasing demand for in-market medical communication, and strict regulatory compliance requirements.
The goal was ambitious: to develop a regulatory-compliant CRM on Salesforce Health Cloud that leveraged AI and predictive analytics. The system needed to consolidate and streamline processes across multiple business areas, support clinical trial services such as recruitment and trial delivery, enable post-approval medical communication, and address Risk Evaluation and Mitigation Strategies (REMS) to align with FDA drug safety requirements. At the same time, the solution had to be scalable, extensible, and flexible enough to adapt to future needs.
Key challenges included managing increasing volumes of consumer, patient, and healthcare provider data securely and compliantly, ensuring seamless integration with other healthcare technologies, and embedding advanced analytics capabilities. Without modernization, the client risked operational inefficiencies, inconsistent data, and delayed responses that could impact trial readiness, medical communication quality, and regulatory adherence.
The Turning Point
Building a unified, compliant, and intelligent CRM with Salesforce Health Cloud
To address these challenges, the client turned to Persistent to design and implement a future-ready CRM platform. Persistent developed a regulatory-compliant solution on Salesforce Health Cloud that served as a central repository for all consumer, patient, and healthcare provider data. This unified approach eliminated silos, improved accessibility, and ensured that critical information could be shared securely and seamlessly across the organization.
The CRM was integrated with other healthcare technologies, including contact center software and healthcare websites, creating a connected ecosystem for managing medical communication. This integration enabled streamlined workflows supporting key use cases such as screening, recruiting and patient support for clinical trials, delivering accurate medical information for approved therapies, and meeting FDA-mandated REMS requirements.
A major strength of the new platform was its built-in scalability and validation. Persistent embedded AI and predictive analytics into the CRM, allowing the client to make faster, data-driven decisions. The system was designed not only to meet current business needs but also to adapt easily as clinical trials, regulatory demands, and communication services continue to evolve.
Compliance remained a top priority. By aligning with GxP, 21 CFR Part 11, and GDPR standards, the CRM ensured patient and healthcare provider data was managed with the highest level of regulatory adherence. This gave the client confidence that its operations could withstand regulatory scrutiny while enabling innovation and smarter engagement.
The Outcomes
Validated, scalable, and AI-enabled transformation driving measurable results
The impact of the transformation was significant. The new platform provided the client with a validated, extensible CRM foundation that could support next-generation capabilities. By consolidating data and embedding predictive analytics, the client gained the ability to make quicker, smarter decisions, improving the effectiveness of its medical communication services.
Operational quality and scalability improved dramatically. The CRM supported multiple critical business areas from clinical trial services to post-approval communications while driving cost efficiency and reducing manual effort through automation and streamlined workflows. Enhanced screening and recruitment processes improved clinical trial readiness, helping the client deliver faster and more effective trial support.
Regulatory compliance was strengthened across the board. With alignment to GxP, 21 CFR Part 11, and GDPR, the client could be confident that its data management, workflows, and communication practices met global standards. This not only reduced risk but also built trust with patients, healthcare providers, and regulatory bodies.
Most importantly, the client achieved a platform that was both flexible and future-proof. By embedding AI and predictive analytics into a compliant and scalable architecture, Persistent helped the client move from a reactive to a proactive model of medical communication, one capable of adapting to future challenges while delivering measurable business value today.
