The IQVIA approach to orchestration

Orchestrated customer engagement (OCE) is IQVIA’s new approach that extends beyond customer relationship management (CRM) and multichannel marketing (MCM) to bring together all aspects of customer interactions in life sciences. The test of IQVIA’s new “platform of platforms” will be whether its combination of partner technologies, orchestration, embedded intelligence, and integration is attractive enough for life sciences companies to take on the significant investment – and culture change – required to support new models for not just CRM and MCM but the overall drug commercialization process.