Connected Customer Data Platform for a Life Sciences Company Using Reltio

"Reltio gave us the technical capability. Celumai gave us the implementation quality. The combination delivered the connected HCP view we had been trying to build for four years."

— VP Commercial Excellence, Global Life Sciences Company

The commercial team operated three separate CRM instances across therapeutic areas, each with its own HCP database. A key opinion leader appeared 4.8 times on average across all systems with different relationship histories, contact details, and engagement scores.

We implemented Reltio Connected Data Platform to master all HCP and HCO data, connecting it to all three CRM instances via real-time API. A unified 360-degree HCP profile was built that combined interaction history, publication activity, congress attendance, and commercial relationship data into a single trusted record.

HCP record duplication reduced from 4.8x to 1.02x. Field rep time spent on data reconciliation reduced by 6 hours per week per rep. Cross-therapeutic area collaboration increased by 40% as reps could see each other relationship history.

Is this familiar?

Reltio MDM challenges in Healthcare — what we see most often

Businesses in Healthcare running Reltio MDM often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. Reltio MDM is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in Reltio MDM implementations and rescues for Healthcare businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.