Executive Summary

Customer Relationship Management (CRM) systems have become indispensable in the pharmaceutical and life sciences sectors, helping companies manage complex healthcare professional (HCP) interactions, comply with strict regulations, and leverage data-driven insights. Two of the leading CRM platforms in this industry are IQVIA Orchestrated Customer Engagement (OCE) (offered by IQVIA, a major healthcare data and analytics company) and Veeva CRM (provided by Veeva Systems, a cloud software firm focused on life sciences). This report provides an in-depth comparison of IQVIA CRM versus Veeva CRM, examining their histories, features, architectures, market positions, integration capabilities, and future directions.

In summary, Veeva CRM has long dominated the life sciences CRM market, with an estimated ~80% global market share (^[1]) and more than 1,500 customers across large biopharma and mid-size companies (^[2]). Veeva CRM was originally built on the Salesforce platform but is transitioning to its own Vault CRM platform starting in 2025 (^[3]). Veeva emphasizes specialized life sciences features (e.g. closed-loop marketing, multichannel engagement, and compliance controls) and has an extensive ecosystem (Vault content management, OpenData, etc.). It also offers new AI and data cloud capabilities. By contrast, IQVIA OCE, launched in 2017, is a relative newcomer with around 400 customers in 130 countries (^[4]). IQVIA’s CRM leverages its rich healthcare data assets (e.g. OneKey HCP master data, claims and prescription data) and advanced analytics under the “Orchestrated Intelligence” vision. Notably, in 2024-2025 the two vendors resolved past legal disputes and announced a strategic partnership: mutual third-party access (TPA) agreements now allow IQVIA’s data to be used in Veeva applications (e.g. Veeva Network, Veeva Nitro, Veeva AI) and Veeva’s data to be used in IQVIA tools, facilitating seamless integration (^[5]) (^[6]).

This report documents these developments and provides a detailed comparative analysis. It examines each platform’s architecture (cloud vs on-prem, underlying technology), core functionalities (e.g. multichannel engagement, e-detailing, analytics), data integration and master data management, security and compliance, implementation processes, and ROI evidence. Key differences include:

• Platform & Architecture: Veeva built on Salesforce (moving to Vault), IQVIA integrated with Salesforce Life Sciences Cloud (via a 2024 partnership) (^[7]). Both are cloud-based, multi-tenant solutions tailored for regulated environments.
• Data & Analytics: IQVIA leverages proprietary syndicated data (OneKey, JS database, patient/claims data) and offers built-in AI-driven “Next Best Action” recommendations in OCE+ (^[4]). Veeva provides master data (Network) and analytics (Nitro) and is enhancing AI capabilities ^[27]. Since 2025, IQVIA data flows into Veeva apps and vice versa (^[5]).
• Functional Depth: Both support core CRM features (call planning, territory management, CLM presentations, sample management, event management, etc.), but with different emphases. Veeva’s strength is a unified life sciences suite (CRM, MSL software, content management, and patient management) with tightly controlled compliance (e.g. Approved Email, remote detailing via integrated web meeting, regulatory tracking). IQVIA’s strength is data-driven intelligence and integrated commercial workflows (e.g. real-time HCP engagement insights, embedded analytics).
• Market Adoption: Veeva has far broader adoption, especially among leading global pharma. IQVIA has gained traction by emphasizing interoperability and hybrid engagement solutions. Growing interest in omnichannel and digital engagement (accelerated by COVID-19) has spurred investments in both platforms. (One study found 75% of pharma respondents expect virtual rep engagement to remain even post-COVID (^[8]).)

The report also discusses implementation considerations (time, resources, training), pricing and licensing models (subscription-based SaaS), and the ecosystems of technological and consulting partners around each solution. Real-world customer anecdotes and industry expert commentary highlight how companies choose between or integrate both platforms to optimize their commercial operations. Looking ahead, developments such as vault-based CRM, integrated master data management, AI-driven insights, and alignment with emerging "Life Sciences Cloud" offerings will further shape the competitive landscape.

Key takeaways include: Veeva CRM is the established leader in pharma CRM with extensive life sciences-specific functionality and adoption, whereas IQVIA OCE offers a data-rich, analytics-first approach. The recent partnership between Veeva and IQVIA marks a shift towards interoperability, reducing vendor lock-in and enabling customers to harness both companies’ data and technologies (^[6]) (^[5]). Pharma organizations must weigh factors like existing data assets, desired features, regulatory needs, and total cost of ownership. The detailed analysis below provides leaders with comprehensive insights to inform strategic decisions about CRM selection, integration, and future roadmap in the life sciences domain.

Introduction and Background

In the pharmaceutical and life sciences industry, Customer Relationship Management (CRM) systems are more than sales tools—they are critical platforms for managing complex engagements with healthcare professionals (HCPs), healthcare organizations (HCOs), and patients, while adhering to stringent regulatory requirements. Unlike generic CRMs, life sciences CRM solutions must handle sensitive data, comply with regulations (e.g. FDA 21 CFR Part 11 for electronic records, Sunshine Act reporting, EU Annex 11), and coordinate among diverse roles (sales representatives, medical science liaisons (MSLs), marketing, regulatory, etc.). As a result, specialized players have emerged, notably Veeva Systems and IQVIA, each building CRM platforms tailored to the “commercial cloud” needs of pharma and biotech firms (^[2]) (^[1]).

Veeva Systems, founded in 2007 by former Salesforce executives, pioneered a cloud-based CRM specifically for life sciences. Veeva CRM (originally on the Salesforce platform) became widely adopted for its user-friendly interface and industry-specific features (such as closed-loop marketing (CLM) content management and compliant email). For instance, a 2012 study by IDC confirmed Veeva as the leading CRM provider in the U.S. pharmaceutical industry (^[9]).By 2025, Veeva reported serving over 1,500 life sciences customers worldwide (^[2]). Its product suite expanded to include various complementary modules: Veeva Network (master data management), Veeva Nitro (data analytics platform), Veeva Medical CRM (for field medical teams), Veeva Vault (content and quality management), and more. This cohesive cloud ecosystem helped Veeva dominate an estimated ~80% of the global life sciences CRM market (^[1]).

IQVIA (formerly IMS Health and Quintiles, merged in 2016) is a global leader in healthcare data, analytics, and contract research. IQVIA leveraged its vast HCP and market data to launch its own CRM solution. In December 2017, IQVIA introduced Orchestrated Customer Engagement (OCE), a Salesforce-based commercial platform aimed at “embedding real-time intelligence into user workflows” (^[10]). Early press noted that OCE was adopted by over 30 life sciences companies within its first year and deployed across 115 countries (^[11]), illustrating an appetite for more data-driven CRM capabilities. The platform has evolved (for example, adding OCE+ with AI-driven recommendations, and OCE Personal to support individual rep targeting). IQVIA’s OCE capitalizes on the company’s syndicated data (the OneKey HCP/HCO directory, prescription/claims databases, patient records, etc.), aiming to provide advanced analytics and next-best-action guidance to commercial teams. An industry analysis in 2024 noted that IQVIA’s OCE had roughly 400 customers in 130 countries (^[4]), establishing it as a significant contender.

The CRM landscape is dynamic. Key IT trends—multichannel customer engagement, AI/ML insights, global cloud infrastructure, and heightened regulatory scrutiny—drive continuous innovation. Notably, the COVID-19 pandemic accelerated the shift to digital engagement. Surveys show that 75% of pharma professionals expect virtual rep-HCP interactions to remain post-pandemic (^[8]), underscoring the need for robust remote detailing, approved email workflows, and analytics to measure engagement across channels. Both Veeva and IQVIA have expanded their digital engagement features in response.

Historically, Veeva and IQVIA competed fiercely. Starting in 2017, IQVIA sued Veeva (and vice versa) over data usage in CRM applications, leading to years of litigation ^[28]. In August 2025, however, the companies announced a truce: legal disputes were dropped and a multi-year alliance was formed ^[29] (^[12]). Customers can now use IQVIA data in Veeva’s applications (e.g. Veeva Network MDM, Nitro analytics, Veeva AI) and apply Veeva’s data/services in IQVIA’s offerings. IQVIA also joined Veeva’s partner programs, enabling seamless integration between Veeva’s and IQVIA’s cloud products (^[5]). This partnership effectively unlocks data silos and benefits life sciences companies by letting them leverage the best of both worlds (analytics/data vs. application workflows) without choosing one vendor exclusively (^[6]) (^[5]).

This report covers:

• CRM Market Landscape: Current state of life sciences CRM, market share, trends (including COVID-driven digital adoption).
• IQVIA and Veeva Company Profiles: Histories and product roadmaps (including Veeva’s shift to Vault CRM and IQVIA’s Salesforce partnership for Life Sciences Cloud).
• Technical Architectures: Underlying platforms (Salesforce, proprietary cloud), deployment models, data architectures.
• Core Features: Field force capabilities (CLM, email, remote detailing), omnichannel engagement, content management, analytics and AI features.
• Data Integration and Master Data: Use of HCP master data, integration options, cross-platform data flows (including new TPA agreements).
• Implementation and Support: Services, training, total cost, upgrade paths.
• Adoption, Case Examples, and ROI: Which organizations use each platform, any available ROI or satisfaction metrics.
• Future Implications: AI, digital health integration, regulatory changes, emerging competitors (e.g. Salesforce LS Cloud, startup platforms).

All claims are substantiated with credible citations from industry analyses, press releases, and expert commentary (^[1]) (^[5]) (^[6]) (^[8]). The review aims to equip life sciences IT and commercial leaders with thorough knowledge to make strategic decisions about their CRM investments.

Market Landscape and Industry Context

Lifesciences CRM Market Size and Growth

The pharmaceutical CRM software market is growing rapidly, driven by the need for data-driven engagement, compliance, and digital transformation. An Astute Analytica report (Jan. 2025) projects that the global pharma/biotech CRM market will surpass $20 billion by 2033 (^[13]), fueled by technology advances (AI, cloud) and regulatory demands (requiring detailed audit trails and HCP data management). Heightened regulatory requirements (GAFA-like data privacy laws, FDA 21 CFR Part 11, etc.) make compliance-focused solutions especially important, as mishandling HCP or patient data can incur penalties (^[14]) (^[8]).

Market Share: Veeva Dominance vs Fragmented Competition

Veeva Systems has been the dominant CRM vendor in life sciences. Industry analyses estimate Veeva CRM holds roughly 80% of the global pharma CRM market (^[1]). This dominance is attributed to early market entry, deep domain expertise, and a wide feature set built specifically for pharmaceutical sales, marketing, and medical teams. The remaining market is highly fragmented among specialist players (like Indegene, ProgInfo, etc.) and more general CRMs (including Salesforce’s upcoming Life Sciences Cloud). Experts note that Salesforce’s renewed grab for the market (via a 2024 LS Cloud initiative) and IQVIA’s alliances may reshape the competitive dynamics (^[1]) (salesforce.com is developing a Life Sciences Cloud CRM in partnership with IQVIA (^[1]) (^[7])).

A recent report highlights this landscape:

“While Veeva CRM is thought to have around 80% of the global market share, the rest of the market is quite fragmented […]. In a major announcement likely to reshape the competitive landscape, IQVIA and Salesforce announced an expanded partnership to accelerate development of the Salesforce Life Sciences Cloud” (^[1]).

IQVIA’s OCE is the second-largest player by adoption. As of 2024, IQVIA reported ~400 customers in 130 countries for OCE (^[4]), indicating significant uptake among companies seeking advanced data integration. IQVIA’s strength in syndicated data and analytics complements CRM functionality. However, even with 400 customers, IQVIA’s share is much smaller compared to Veeva’s. Other competitors (e.g. custom or legacy CRMs, Salesforce LS Cloud, niche tools) each hold only a few percent of the market.

Table 1. Market Coverage (approximate)

Source: Industry reports (^[1]); Veeva financial disclosures (^[2]) (^[15]); company announcements (^[7]).

COVID-19 and Digital Engagement Trends

The global COVID-19 pandemic in 2020-2021 profoundly affected how pharma sales and marketing operate. With in-person visits curtailed by lockdowns, companies adopted remote detailing (video calls), approved email campaigns, webinars, and other virtual channels en masse. Studies indicate this shift is in many ways permanent: a GlobalData survey found 75% of pharmaceutical firms expect virtual rep-HCP interactions to continue post-pandemic (either alone or blended with in-person) (^[8]). Only 25% of HCPs believed face-to-face meetings would fully revert to pre-COVID norms (^[8]). Consequently, CRM systems now must intensively support omnichannel engagement workflows—coordinating between field calls, emails, remote meetings, events, and digital content consumption. Both Veeva and IQVIA have responded by strengthening their multichannel capabilities.

For example, Veeva CRM offers Approved Email (send managed, template-based emails) and support for remote detailing via integrated web conferencing (e.g. Veeva Engage Meeting, or partnerships with Zoom/WebEx). It also enhanced its analytics to track digital engagements. IQVIA OCE similarly provides OCE LiveRemoteDet (video call logging) and field email features, integrated with its orchestration rules. The pandemic thus catalyzed deeper functionally in both platforms for hybrid engagement and remote rep collaboration. As one pharmaceutical tech analyst noted, companies have “been forced to rethink sales models and accelerate technology-fueled changes” such as virtual engagement; even after COVID, “virtual communication approaches” have become a new standard (^[16]) (^[8]).

Regulatory and Compliance Imperatives

Life sciences CRM systems must also meet strict compliance requirements. Systems must ensure the tracking and auditing of all representative-HCP interactions (for example, logging visits and capturing e-signatures for promotional approvals). They often integrate with or enforce adherence to regulations such as FDA 21 CFR Part 11, EU Annex 11 (electronic records controls), HIPAA (patient privacy), and Sunshine Act reporting. Veeva and IQVIA design their platforms with validated controls and documentation to satisfy these rules. For instance, Veeva emphasizes that data handled in its CRM (and Vault) is “consistent with the regulatory regime” (^[5]). IQVIA similarly highlights that its cloud technologies are “healthcare-grade” and built to maintain high data integrity.

The regulatory context also drives the Master Data Management (MDM) focus. Companies need clean, de-duplicated HCP/HCO data to comply with privacy laws and global data standards. Historically, pharma lookup data vendors (like IQVIA, now via Veeva OpenData) maintained HCP directories. Both CRM systems can integrate with master data solutions to ensure up-to-date addresses, specialty, and new provider data. The recent Veeva-IQVIA pact explicitly enables IQVIA’s data to populate Veeva Network (MDM) book, which helps life sciences firms meet compliance by having accurate master records (^[5]).

Company Profiles

Veeva Systems

Overview: Veeva Systems (NASDAQ: VEEV) was founded in 2007, focusing exclusively on cloud software for life sciences. Its flagship product, Veeva CRM, quickly became the industry standard for commercial operations. By serving major pharma companies (Roche, Novo Nordisk, Pfizer, etc.), Veeva gained a reputation for tightly compliant and scalable solutions (^[2]). Over time, Veeva expanded its life sciences cloud: beyond CRM, it offers Vault applications (RIM, QMS, content management), Veeva OpenData (HCP database), business consulting, and recently Veeva AI (a platform for life sciences AI and data cloud).

Veeva’s business model is subscription SaaS, with a multi-tenant architecture. They invest heavily in R&D; as of 2025 Veeva’s R&D budget was at or above 30% of revenues. Veeva has strong customer retention: in Q2 FY2026, it reported sustaining revenue growth of 15-17% year-over-year (JPY to USD), with cloud recurring revenue driving this high retention (^[17]) (^[18]). The company exploits network effects by offering integrated modules and industry datasets (OpenData, Align for territory management, etc.), making it harder for clients to switch.

Product Highlights: Veeva CRM originally ran on the Salesforce platform, using Salesforce’s multitenant architecture. Key features include:

• Closed-Loop Marketing (CLM): Multi-channel presentation authoring (desktop/html/iPad) and delivery, with content tracked in CRM.
• Approved Email: Reps can send templated emails to HCPs with automatic compliance tracking.
• Events Management: Planning and executing medical congresses and sponsorship programs, capturing attendee engagement.
• Territory & Quota: Veeva Align for territory assignment, forecasting tools.
• Veeva Link (formerly OpenData): Built-in HCP/HCO directory data (from IQVIA’s OneKey and other sources) for accurate CRM records.
• Mobile Apps: Veeva CRM Mobile for iOS, offline mode available, so reps can log calls in the field.
• Veeva Reporter: Dashboarding and reporting framework to analyze call data.
• Veeva Medical CRM: Integration with Medical model (MSL planning and MLR groups).
• Integration with Vault: CRM content management can use Vault's content hosting, and CRM compliant e-sign and audit trails.

Veeva emphasizes compliance throughout: for example, it “validates each version of our solutions for compliance with regulations such as 21 CFR Part 11 and EU Annex 11” (^[19]). The upcoming shift to Veeva Vault CRM (announced May 2024) means Veeva is moving off Salesforce entirely. Vault CRM will provide similar features but built natively on Veeva’s Vault Platform―allowing unified data models (one platform for content and CRM), greater control over UI, and an opening for new capabilities (e.g. Campaign Manager, Patient CRM as noted in 2025 results) (^[15]).

IQVIA

Overview: IQVIA Holdings (NYSE: IQV) was formed from a 2016 merger of IMS Health and Quintiles. It has a broad portfolio spanning Clinical R&D services, data & analytics, and commercial solutions. In CRM, IQVIA’s offering is Orchestrated Customer Engagement (OCE). Originally named “IMS Orchestrated CRM,” OCE launched in December 2017 (^[11]) and was built on the Salesforce platform via a strategic alliance. IQVIA sought to fill a gap for integrated commercial workflows, enabling customers to “evolve their commercial models away from organizational silos” (^[20]).

Key aspects of IQVIA’s approach include:

• Data and Analytics Focus: IQVIA’s strength is in comprehensive healthcare data: OneKey for HCP/HCO master data, prescription (RX) and claims databases, patient-level data, etc. OCE is tightly integrated with these datasets. IQVIA also provides built-in analytic engines (Orchestrated Analytics) and AI-driven insights (e.g. OCE Personal, Next Best Action tools). A 2024 analysis noted OCE+ (since 2018) integrates AI/ML to suggest actions to reps (^[4]).
• Multichannel Execution: IQVIA’s OCE supports email, calls, remote meetings, and event planning. Like Veeva, it has a CLM engine for content, and also features for digital engagement.
• Platform-of-Platforms Strategy: IQVIA often teams up with other technologies. For example, IQVIA OCE seamlessly integrates with Salesforce Life Sciences Cloud (via their expanded partnership (^[7])) and now via the Veeva partnership it can incorporate Veeva’s apps. IQVIA also offers add-ons like SalesForce automation, patient support hub, and sample management.
• Deployment in International Markets: IQVIA commands a notable presence in Europe and emerging markets, partly from its legacy of syndicated data and consulting.
• Customer Base: Initially OCE attracted innovative mid-market and some top-20 pharma (within the first year, “two top-20 global pharma companies” were early adopters (^[11])). By 2024 it claims ~400 customers in 130 countries (^[4]). These include large and specialty pharma, who value IQVIA’s data integration and AI augmentations.

Partnerships: IQVIA has also forged key alliances. In April 2024, IQVIA and Salesforce formalized an expanded partnership: they aligned on co-developing a Life Sciences Cloud combining Salesforce’s CRM with IQVIA’s data and OCE innovations (^[7]). This move positions IQVIA firmly with Salesforce, even as Veeva exits the platform. In 2025, IQVIA likewise joined the Veeva Technology Partner Program as part of the dispute resolution (^[5]), underscoring IQVIA’s flexible integrative strategy.

Strategic partnership and resolution of disputes

The Veeva-IQVIA relationship shifted dramatically in 2025. After years of antitrust claims and countersuits (starting in 2017 with mutual litigation regarding use of data and alleged monopolistic practices) ^[28], the two companies announced on August 18, 2025 that “all pending legal disputes” had been resolved and long-term partnerships formed (^[12]). The key terms include:

• Third-Party Data Access: Under master data/TPA agreements, IQVIA’s data can be used within Veeva applications (Network, Nitro, Veeva AI, Vault CRM) and Veeva’s data can be used in IQVIA’s commercial products (^[5]). In practical terms, life sciences firms can now incorporate IQVIA’s OneKey or patient data into Veeva Network (MDM) or Nitro (analytics), and can similarly feed Veeva OpenData into IQVIA workflows (^[5]).
• Integration and Partner Programs: IQVIA will use Veeva’s Clinical Suite for CRO studies, and IQVIA joined Veeva’s Technology, AI, and Services Partner Programs (^[5]). This is essentially cooperation on data and tools, replacing the previous competitive stance.

Bloomberg Law noted: “IQVIA Holdings Inc. dropped its case against Veeva Systems Inc. after announcing a new partnership that will allow drugmakers and other life sciences customers to access technology offered by both firms” (^[6]). As one industry commentator put it:

“Instead of duplicating systems and blocking interoperability, both firms now enable cross-platform data use exactly as biopharma customers (and regulators) have been demanding.” ^[30]

This shift is significant: historically, pharma companies often had to choose CRM vendors and maintain separate data silos. Now they can more easily use best-of-breed data and applications together. Analysts argue this will accelerate CRM adoption and innovation in Europe especially, where GDPR and fragmented digital health ecosystems have been barriers ^[31].

Technical Architecture and Deployment

Core Architecture

Veeva CRM: Until 2025, Veeva CRM ran on the Salesforce cloud platform (Salesforce1/mobile-first architecture). Veeva leveraged Salesforce’s core CRM functionality and extended it heavily with life-sciences customizations. In May 2024, Veeva announced it would not renew its Salesforce agreement beyond Sept. 2025, migrating CRM entirely to its own Vault CRM platform (^[3]). Vault CRM is built on Veeva’s established Vault platform (used for content and regulated data). It retains the robust multi-tenant cloud model but allows Veeva to define system architecture just for pharma needs. According to Veeva’s CEO, Vault CRM “is already familiar to many of their Commercial Cloud customers who use Vault for managing their promotional or medical digital content” (^[21]). Vault CRM has the same data model but will eventually support more features (Patient CRM, Campaign Manager) as announced in Q2 FY2026 results (^[15]).

IQVIA OCE: IQVIA’s OCE is built on Salesforce as part of the Salesforce Life Sciences Cloud (LSC). The 2024 partnership means OCE will integrate deeply with Salesforce’s evolving LS Cloud platform (^[7]). Salesforce’s LS Cloud provides foundation (data model, UI) and IQVIA adds applications and data on top. Recent materials describe the arrangement as a single “end-to-end engagement platform” combining Salesforce CRM with “IQVIA data, domain expertise and advanced analytics” (^[7]). Unlike Veeva, IQVIA has publicized no intention of leaving Salesforce; instead it positions itself as a co-innovator with Salesforce.

Both systems are SaaS (cloud) solutions. They are primarily multi-tenant (customers share infrastructure but have separate data). Given pharma’s global scope, these platforms operate datacenters in multiple regions (US, EU, Asia) to meet performance and compliance requirements. They are accessed via web browsers and mobile apps. Offline mobile capability is supported (especially important for field reps without continuous connectivity).

Summary Comparison (Architecture):

Sources: Vendor documentation; analyst reports (^[3]) (^[7]) (^[2]).

Data Management and Integration

A key distinction is how the two systems handle master data and external integrations:

• Veeva Data (Network): Veeva Network is Veeva’s master data management application, historically populated by both Veeva OpenData (HCP/HCO directory, courtesy IQVIA data) and customer data imports. It ensures clean, deduplicated account and customer records. With the new partnership, IQVIA’s data can flow directly into Veeva Network (^[5]). This means customers can harness IQVIA’s comprehensive HCP lists within the Veeva interface. Conversely, Veeva data can be used in IQVIA’s data products as needed.

• IQVIA Data (OneKey, etc.): IQVIA’s flagship customer database is OneKey (formerly IMS OneKey), which contains HCP/HCO master records and affiliation networks. OCE natively integrates OneKey data for account planning and metrics. Post-partnership, OCE can also ingest Veeva’s data assets (like Veeva Rx/Px data via Crossix if relevant). IQVIA’s emphasis is on combining CRM with real-world data (prescriptions, claims, EMR). For example, IQVIA’s Crossix platform (acquired) provides patient-level insights for marketing.

• Third-Party Connectivity: Both CRMs provide extensive integration capabilities. They can interface with Backend systems such as ERP (SAP/Oracle), sample inventory systems, clinical trial systems, etc. IQVIA promotes its “platform-of-platforms” approach, with a broad network of partners (including to link CRM with things like e-detailing agencies, sampling). Veeva similarly has a large partner ecosystem and an integration cloud for connecting third-party apps. Neither requires users to rely solely on one data source; for instance, customers may link Veeva CRM to external healthcare data feeds or patient support hubs.

Importantly, the Veeva–IQVIA partnership greatly eases previous data silos. According to Veeva’s press release, the new agreements allow “IQVIA or Veeva data to be used with each other’s software or services in customer instances”, covering “the use of IQVIA data in Veeva Network, Veeva Nitro, and Veeva AI” and vice versa (^[5]). Thus both CRM systems now support cross-platform data: IQVIA-authored HCP lists and analytics can plug into Veeva’s applications, and data captured by Veeva CRM (e.g. call logs, clinical endpoint data) can be utilized by IQVIA’s analytics and reporting suites (^[5]). This integration is expected to accelerate CRM value for end users by breaking down the choice between Veeva vs. IQVIA: instead, companies can implement both around the edges and share insights.

Security and Compliance Infrastructure

Both IQVIA and Veeva CRM adhere to enterprise-grade security standards. They employ encryption at rest and in transit, strict access controls, and frequent third-party audits to comply with industry regulations. Given the sensitivity of patient and HCP data, both applications are built to meet or exceed HIPAA, GDPR, 21 CFR Part 11, and SOC/ISO certifications. For auditors, these systems provide comprehensive audit trails: every field visit, email, or record change is timestamped with user ID. For example, Veeva explicitly audits user actions and enforces compliance policies in its multi-cloud platform (^[5]).

From a deployment standpoint, there are no on-premises options for either platform; all clients are cloud customers. This alleviates customers from managing their own data centers but requires strong cloud governance. Typically, pharmaceutical compliance teams work closely with Veeva/IQVIA during onboarding to ensure data residency rules are followed (often selecting US-only or EU data centers). The recent partnership may simplify some compliance hurdles: if a company operates in Europe, using a single cloud vantage (with shared data services from both vendors) can reduce duplicate validation efforts.

Functional Comparison

Both Veeva CRM and IQVIA OCE aim to cover the end-to-end needs of pharma commercial teams, but they emphasize different strengths. We break down key functional areas:

Multichannel Engagement and Field Activities

• Face-to-Face Field Calls:

• Veeva: Provides comprehensive call planning and reporting tools. Reps can schedule in Q2, document in the mobile app during visits, and record key call outcomes. Veeva’s CLM engine integrates directly with calls: reps open digital presentations (viewed on iPad) and interactions (clicks) are logged.

• IQVIA: OCE similarly allows scheduling and call logging through Salesforce’s interface. It also incorporates “OCE Personal” recommendations for targeting. IQVIA has invested in “guided selling” features (next best action suggestions) for reps, helping them prioritize accounts and leads based on analytics.

• Remote Detailing (Virtual Meetings):

• Veeva: Supports remote calls via Veeva Engage Meeting (with WebEx/Zoom). Records of virtual meetings (attendees, duration) enter the CRM like any call. Approved Email can follow up.

• IQVIA: Offers OCE LiveRemoteDetail and TeamLink features (leveraging Salesforce). IQVIA also partners with communications platforms to embed virtual meetings. It provides analytics on virtual engagement metrics.

• Email Campaigns:

• Veeva: The Approved Email module lets reps send approved templates to HCPs, capturing opens and replies. Strict governance ensures only pre-approved content is sent, addressing compliance needs.

• IQVIA: OCE has a field email function. IQVIA focuses more on analytics of email campaigns (e.g. Crossix analytics to measure outcomes if integrated). It also supports mass email campaigns in coordination with marketing clouds.

• Events and Conferences:

• Veeva: Veeva Events Management allows planning, multi-channel marketing (email invites, on-site registration, etc.), and post-event activities. CRM records link event attendees with subsequent actions (calls, emails).

• IQVIA: OCE’s events module (via Salesforce/Event management apps) manages field-sponsored events. IQVIA emphasizes data capture from events and integration with its broader marketing systems.

• Territory and Quota Planning:

• Veeva: Offers Align for territory design, allocation, and quota tracking within CRM.

• IQVIA: Relies on Salesforce territory management or custom setups; less prominent focus.

Closed-Loop Marketing (CLM) & Content

• Digital Content Delivery:

• Veeva: Has a mature CLM platform. Marketing teams create presentation slides (PowerPoint or HTML5), which are uploaded to Vault and assignable to specific medical content types. Sales reps deliver them on iPad via Veeva CRM. Every slide view or button click is tracked back as interaction data. Approved promotional content flows through a governance process (through Veeva Vault PromoMats linking to CRM).

• IQVIA: Provides CLM via its OCE suite. IQVIA partnered with agencies and content developers (notably, IQVIA OCE Agency Partners) to support CLM slide decks. The 28B agency site notes that they develop CLM for “OCE Field Email, OCE Remote Detailing and IQVIA eDetailing” ^[32]. OCE’s CLM lacks the deep Vault integration, but it uses IAM to manage content lifecycle.

• Compliant Content Approval:

• Veeva: Strong compliance tools (MLR tracking) ensure reps only use current approved content. Veeva Link provides content alerts if outdated.

• IQVIA: Works with customers’ content management processes. Since OCE was (initially) built on Salesforce, compliance features rely on external validation processes, though IQVIA can integrate an MLR tracking tool if needed.

Analytics and AI

• Descriptive Reporting: Both systems provide dashboards and reports.

• Veeva: “Veeva Reports” (clicks-and-mortar dashboards). Also integrates with Veeva Nitro (a separate purchase) for large-scale analytics on call data, business trends, etc.

• IQVIA: Includes Orchestrated Analytics for OCE (latest enhancement) – preconfigured life sciences KPIs and dashboards built into the OCE UX (^[22]). Helps sales and marketing monitor performance.

• Prescriptive/AI-driven Insights:

• IQVIA: Long touted its AI/ML capabilities: OCE+ (launched 2018) built-in next-best-action recommendations, suggesting which HCP to target next and what content to use (^[4]). The 2019 press release noted Starco an “early warning system that identifies areas of potential growth or risk” via analytics (^[23]).

• Veeva: Only more recently publicized AI plans. In the Q2 FY2026 report, CEO Gassner highlighted Veeva AI agents being released (starting Dec 2025) (^[17]). Veeva’s strategy is to leverage its Data Cloud (including IQVIA data now) to power AI insights, but as of 2025 these are in pilot. The forthcoming Vault CRM is positioned to have “industry-advancing AI” for field teams (^[24]).

Customer Data and MDM

• Master Data (HCP/HCO):

• Veeva: Relied on Veeva OpenData (formerly Salesforce Platform license with data). After acquiring IQVIA’s assets (or via partnership), Veeva’s Network uses OneKey as underlying data. Under the 2025 partnership, IQVIA data in Veeva Network is explicitly permitted (^[5]), ensuring alignment. The network handles deduplication, hierarchy (practice-HCP relations), and is often the single source of truth for customer profiles.

• IQVIA: OCE also uses OneKey masters, as IQVIA is OneKey’s owner. It can also ingest Veeva’s data (post-partnership). CRM records are enriched with analytics (e.g. decile score by prescribing volume).

• Patient and Claims Data:

• IQVIA: Excels here. OCE can incorporate patient and claims data from IQVIA’s huge databases. For example, field teams might see de-identified prescribing trends when preparing calls. IQVIA Crossix can overlay patient data on campaigns. This is a selling point for analytics-savvy companies seeking real-world evidence.

• Veeva: Has incorporated some external channels (e.g. Veeva Nitro integrates with IQVIA RWD). But traditionally CRM in Veeva did not contain patient-level data (that belongs in Vault CDMS or Crossix), except via optional analytics links.

Platform Ecosystem

Veeva and IQVIA both cultivate partner ecosystems:

• Veeva Ecosystem: Over 500 consulting/tech partners certified in Vault/Veeva. Agencies build CLM and events solutions. Many life sciences ISVs build connectors (e.g. for sample management, Xcellerate).
• IQVIA Ecosystem: IQVIA has dozens of strategic agency and tech partners (e.g. TBWA for digital marketing, Indegene for medical content, etc.). Many Salesforce AppExchange tools have been adapted by IQVIA to serve OCE.

Both systems provide robust APIs and event listeners for custom integrations. Veeva is known for a somewhat locked-down model (to ensure compliance), whereas Salesforce-based OCE by design allows vast customization (at the expense of requiring more governance). Customers often hire specialized CRM consultancies for implementation (Salesforce and Veeva professional services both heavily active in this vertical).

Feature-by-Feature Comparison

The following table summarizes key feature areas of Veeva CRM versus IQVIA OCE. Note that capabilities often converge (both claim end-to-end omnichannel support), but the underlying orientation differs (Veeva’s breadth of LSC-specific tools vs. IQVIA’s data-driven engine).

Table 2: Feature Comparison – Veeva CRM vs. IQVIA OCE

Sources: Vendor literature and professional analysis (^[3]) (^[4]) (^[5]) (^[22]).

Each CRM supports the full omnichannel concept: reps and marketers can plan in-person calls, email campaigns, webinars, and measure cross-channel impact in one system. For instance, IntuitionLabs observes that “both IQVIA and Veeva provide ready-to-use omnichannel capabilities purpose-built for pharma reps and MSLs” (^[25]). In practice, a representative using either system will have a unified view of the HCP’s engagement history (meetings, emails, events, content views), albeit organized by different software modules.

Integrations with Pharma Ecosystem

Integration capability is crucial, as pharma companies use many specialized systems (medical information systems, sample inventory, ERP, data warehouses). Both platforms support integration:

• APIs: Both expose REST/SOAP APIs for data exchange. Veeva’s APIs allow reading/writing CRM objects, custom objects, and integration with Vault; similarly, Salesforce’s API underpins OCE’s extensibility. Since IQVIA OCE is on Salesforce, any AppExchange product (e.g. Mendix, Informatica connectors) can potentially plug into it.
• Message Queues / ETL: Veeva supports streaming and ETL solutions to feed enterprise data (e.g. PMO systems) into CRM. IQVIA uses tools like MuleSoft or custom middleware to load data (e.g. claims, key account data) into Salesforce OCE.
• Other Systems: Both CRMs can track samples (via integrations to SampleConnect or SAP), sync with email/calendar systems (Outlook/Exchange), and interface with marketing automation platforms. Notably, Veeva recently enabled seamless Outlook integration: reps can sync calendars/tasks with Veeva CRM (^[21]).
• Laboratory / Clinical Systems: IQVIA leads in linking commercial CRM to clinical data. Its CRO partnership means OCE instances could interface with Veeva Clinical (EDC) or other eCOA systems. Veeva historically has built-in links between CRM and clinical via Veeva Vault (e.g. linking trial investigator data to MSL activities).

Post-2025 integration is enhanced: IQVIA and Veeva both joined each other’s partner programs (^[5]). Now, customers benefit from prebuilt data connectors (e.g. IQVIA OneKey connector for Veeva customers, Veeva-approved Salesforce accelerators for IQVIA customers). The cross-compatibility sets a new baseline for interoperability in life sciences CRM.

Implementation and Adoption

Customer Base and Adoption Patterns

• Veeva: As mentioned, Veeva boasts over **1,500 life sciences customers (^[2]). These range from global top-10 pharma to small biotech. Adoption is especially prevalent among large companies with tens of thousands of field users. For example, by August 2025, Veeva reported that two top-20 biopharmas went live on Vault CRM in major markets, and 7 out of top 20 had committed to Vault CRM (^[15]). This indicates that the largest players (who have very complex needs) trust Veeva’s roadmap enough to switch platforms. Veeva is often cited in earnings as a key vendor in any large pharma’s IT stack.

• IQVIA: The ~400 OCE customers include many mid-to-large companies. IQVIA rarely discloses customer names, but case studies and industry narrative suggest use by several Fortune 100&200 pharma companies (especially those needing heavy analytics). IQVIA’s 2019 press release named some adopters (Perrigo, GroupZeugma, Theramex) (^[11]), indicating both pharmaceuticals and biotech. Given IQVIA’s strong presence in Europe, many European pharma might lean on OCE compared to Veeva (though this gap is closing). OCE’s growth has been aided by IQVIA consulting selling OCE as part of digital transformation packages.

• Implementation Time and Effort: Both platforms typically require multi-month projects. Veeva implementations are often 6-12 months for a global roll-out, involving Salesforce administrators, Veeva consultants, and change management (training reps). IQVIA OCE deployments may be of similar length, often built around Salesforce Launchpad templates. Because Veeva CRM comes with many ready-made life sciences features, implementations can leverage best practices. IQVIA’s advantage is pre-packaged integration with its data analytics, although customizing Salesforce can introduce complexity.

• Support and Training: Veeva and IQVIA each have professional services teams that guide customers through configuration, data migration, and user training. Their consultancies (certified partners) also play a big role. Users commonly note that ongoing vendor support (and regular product updates) are essential. Both companies run periodic release upgrade schedules (Veeva typically ~3 minor releases/year). Before Veeva Vault CRM, customers had to wait for Salesforce releases; with Vault CRM, Veeva will control the cadence entirely.

• Cost and Pricing: Precise pricing is proprietary and sized to user seats/features. In general, both charge on a per-user, per-month basis (with enterprise agreements). Veeva’s fees are typically higher (reflecting its market leadership and specialized IP). IQVIA’s model bundles CRM with other services for some clients. Implementation costs are significant for both. The ROI justification often comes from productivity gains (e.g. more testing of sales calls, better marketing ROI). Case studies (mostly vendor-provided) claim paybacks on the order of 200–400% over a few years (e.g. Whitepaper by IQVIA/Forrester, Veeva win notes).

User Satisfaction

Third-party reviews (Gartner Peer Insights, etc.) generally show positive satisfaction for both platforms, though sample sizes are small. On Gartner Peer Insights for Life Sciences CRM, both IQVIA OCE (4.5/5 from 3 reviews) and Veeva CRM (market leader, dozens of reviews) score highly (data not freely accessible but vendor marketing cites high ratings). Common praise for Veeva includes its intuitive UI and comprehensive features; criticisms sometimes note complexity and cost. For IQVIA, users praise data integration and analytics; some note that Salesforce-based customization requires careful effort.

Case Examples (Illustrative)

• Global Pharma A: A top-10 pharma standardized on Veeva CRM across all geographies. They integrated Veeva Align for territory alignment, Veeva CRM Events for congress planning, and Veeva OpenData for HCP records. Implementation took ~9 months, with 5,000 reps onboarded globally. Post-live, management reported 15% increase in reported field calls (due to mobile ease) and improved compliance audit trails (due to built-in logging). The company was an early adopter of Vault CRM for new product teams as of 2025.

• Mid-Sized Pharma B: A specialty pharma transitioned from an aging on-prem CRM to IQVIA OCE. They chose OCE because of built-in patient registry integration (they needed to track orphan drug usage via IQVIA data), and the bundled advanced analytics. They rolled out in 6 months, with 400 field users. After deployment, marketing could use OCE’s NBO feature to increase targeting to top prescribing oncologists, which IQVIA claimed reduced marketing call plans by 20% while maintaining doctor coverage.

• Region-Focused Biotech C: A biotech focusing on Asia-Pacific used a combination: IQVIA’s omnichannel for its sales force in emerging markets, and Veeva Medical CRM for its medical science liaisons globally, leveraging the Veeva-IQVIA partnership to integrate a unified master HCP list. This hybrid approach exemplifies how customers can mix both systems.

(Note: The above cases are hypothetical composites based on observed trends and some public win announcements. They illustrate plausible scenarios rather than direct citations, since detailed case data is typically proprietary.)

Strategic Considerations and Analysis

Strengths and Weaknesses

Veeva CRM Strengths:

• Proven Track Record: Long history in pharma CRM, mature product, large user community (^[3]).
• Specialized Features: Deeply aligned with pharma workflows (e-PM/MLR, CLM, Align) and strict compliance. For example, Veeva’s Vault integration ensures only approved content is delivered.
• Unified Ecosystem: Part of a broader Life Sciences Cloud (Vault RIM, Quality, Clinical, etc.), offering a single vendor experience.
• User Experience: Generally considered polished UI; pharma salespeople often prefer it.
• Global Support: Offers robust global support and training (with local teams).

Veeva CRM Weaknesses:

• Cost: Premium pricing; can be expensive for smaller firms.
• Vendor Lock-in Perception: Before the IQVIA deal, Veeva’s insular ecosystem could lock out alternative data sources; now partly mitigated.
• Salesforce Dependence (Historical): Until Vault CRM, reliance on Salesforce limited flexibility (now being addressed).
• Agility: Some clients report that customizing beyond what Veeva offers can be non-trivial.

IQVIA OCE Strengths:

• Data Assets: Leverages IQVIA’s unparalleled healthcare data; next-best-action features based on ML.
• Analytics: Rich built-in analytics and reporting, plus ability to ingest any proprietary data.
• Flexibility: Being Salesforce-based it is highly customizable and can integrate with thousands of apps. It also now easily accesses Veeva’s data under the partnership.
• European Presence: Long-standing operations in Europe; may be faster to deploy in multi-region trials.
• ROI Narrative: IQVIA often supports CRM deals with ROI studies (e.g. IDC or Forrester “Financial Impact” models).

IQVIA OCE Weaknesses:

• Maturity: Younger product relative to Veeva CRM; some features (like MSL workflows) are less well-developed.
• Complexity: Salesforce platform can be powerful but requires careful governance; fewer turnkey pharma features "out of box."
• Support Ecosystem: Smaller partner network than Veeva; may rely more on IQVIA’s own services.
• Less Control: Customers still partly reliant on Salesforce release cycles and architecture constraints (until possibly IQVIA develops its own platform).

Implications and Future Directions

Transition to Vault CRM

The industry is watching how the Veeva Vault CRM rollout unfolds. Veeva has convinced several top biopharmas to adopt Vault CRM (^[15]), suggesting willingness to invest in the new platform. Its success will hinge on smooth migration tools and sufficient improvement to justify the switch. Vault CRM’s promises (e.g. deeper integration with content, new AI capabilities) could raise the bar for CRM features. Salesforce’s press releases have already acknowledged Veeva’s shift, and Salesforce is itself building a competing Life Sciences Cloud (with IQVIA) (^[1]) (^[7]).

Salesforce Life Sciences Cloud

Salesforce’s renewed push (Life Sciences Clouds for Commercial, Clinical, RWD) poses a potential challenge. IQVIA partnering with Salesforce signals that many customers may eventually have the choice between a “pure Salesforce LS Cloud” versus Veeva’s Vault ecosystem. Salesforce claims development of its own sales, marketing, and service apps tailored to life sciences. Analysts suggest that over time, especially as Veeva’s Salesforce agreement lapses, more customers could consider Salesforce’s solution, owing to its openness and broad platform. Veeva’s counter is emphasizing “industry deep” value and speed.

AI and Digital Health

Both platforms are investing in AI. Veeva AI agents (coming in late 2025) and IQVIA’s Agentic AI promise to surface actionable insights (e.g. suggesting call targets, summarizing customer history). Given the copious data in these systems, successful AI could significantly boost productivity. On the horizon, integration with digital therapeutics and remote patient monitoring may become relevant: CRMs might need to capture data from patient apps or connected devices, linking patient feedback to HCP outreach. Veeva’s new Patient CRM hints at moves to manage patient populations tied to therapies, which blurs lines between commercial CRM and patient adherence programs.

Regulatory Changes

Pharma CRM must adapt to evolving regulations (e.g. stricter privacy laws, digital health approvals). For instance, the EU Medical Device Regulation or U.S. 21st Century Cures Act can affect software used in healthcare interactions. Both vendors continually certify their platforms under new standards. The shared partnerships with data providers (like IQVIA’s clinical data program with Veeva) also mean that CRM could become more connected to clinical trial management—allowing faster site activation or patient recruiting directly from CRM networks.

Competitive Landscape

Finally, while Veeva and IQVIA are titans, other players could emerge. Salesforce’s own effort (especially with Big Pharma allies and a reinvigorated Occum voice) is a wildcard. Also, nimble startups offering specialized omnichannel engagement or tele-detailing could find niches (e.g. companies focusing on digital content analytics or AI-only vendors). Integration-focused services (like Revvupsuite or relevance from HPC for generative AI) might layer on top of these CRM platforms, but not directly displace them.

Conclusion

In the battle of IQVIA CRM versus Veeva CRM, Veeva remains the incumbent industry leader, with wider adoption and a comprehensive life sciences application suite (^[1]) (^[2]). Its upcoming Vault CRM marks a new chapter, promising richer integration but maintaining Veeva’s philosophy of a specialized, locked-down platform. IQVIA OCE is a formidable challenger, built on the strengths of data and intelligence. With its Salesforce partnership (LS Cloud) and the newfound Veeva collaboration, IQVIA enables customers to harness its analytics without sacrificing ecosystem compatibility (^[6]) (^[5]).

Key factors for companies choosing between (or combining) these CRMs include:

• Data Strategy: Firms with heavy reliance on IQVIA data assets may lean toward IQVIA OCE (now also on Salesforce LS Cloud) for seamless usage of that data. Conversely, companies wanting an integrated vendor stack and broad third-party ecosystem might prefer Veeva.
• Scale and Scope: Very large, global companies with extensive sales/medical operations often stick with Veeva for its track record. Smaller or data-centric firms might find IQVIA’s proposition attractive, especially with the integration assurances.
• Existing Investments: Life sciences companies already invested in Salesforce (beyond just CRM) may find the LS Cloud approach easier, whereas those with prior Veeva content/other Vault uses will likely remain in the Veeva orbit.
• Future Roadmap: The partnership and technology transitions (Salesforce LS Cloud, Vault CRM, AI) suggest a more collaborative ecosystem. Companies should plan their CRM strategy with flexibility; for example, leveraging APIs to move data between systems or gradually piloting Vault CRM.

Future Outlook: Both CRM solutions will continue to evolve rapidly. We expect strong investment in artificial intelligence (Veeva AI, PUREscore or Agentic AI) and in omnichannel enhancements (connecting social media interactions, telehealth visits). The resolution of the IQVIA–Veeva disputes means customers will benefit most from an environment where “systems finally talk to each other” ^[31]. One might envision a future where a sales rep uses modules from both platforms seamlessly—say, logging a call in Veeva CRM but drawing on an IQVIA NBO algorithm for the next call plan.

Ultimately, the success of either CRM rests on enabling better commercial outcomes: improved HCP engagement, compliance, and ROI. Early studies and client testimonials from both sides suggest substantial gains (double-digit improvements in rep productivity, or ROI multiples) when properly implemented. We conclude that there is no absolute “winner” in all cases; rather, the optimal choice depends on organizational needs, and increasingly on how these platforms interoperate. Pharma companies should conduct thorough requirements analysis, pilot both platforms if possible, and leverage emerging integrations to craft a CRM strategy that is both best-of-breed and best-of-fit for the modern, digital-first life sciences era (^[6]) (^[1]).

References

• Astute Analytica Report, Global Pharma & Biotech CRM Software Market to Surpass $20.0 Billion by 2033, Jan. 17, 2025 (^[13]).
• BridgeView Life Sciences (Zensar) Blog, “Life Sciences CRM Landscape Overview for 2024 and Beyond”, Mar. 2024 (^[1]) (^[4]).
• Veeva Systems Press Release, “Veeva Announces Fiscal 2026 Second Quarter Results”, Aug. 27, 2025 (^[2]) (^[15]).
• Veeva Systems Press Release, “IQVIA and Veeva Announce Long-term Clinical and Commercial Partnerships…Resolution of Disputes”, Aug. 18, 2025 (^[12]) (^[5]).
• Bloomberg Law, “Health Tech Rivals IQVIA, Veeva End Dispute After Striking Deal”, Aug. 18, 2025 (^[6]).
• IQVIA Press Release, “IQVIA’s Orchestrated Customer Engagement (OCE) Solution Adopted by More than 30 Life Sciences Companies in First Year of Launch”, Jan. 7, 2019 (^[11]).
• IQVIA Press Release, “IQVIA Releases Enhanced OCE Capability”, Apr. 9, 2019 (^[22]).
• IQVIA Press Release, “IQVIA and Salesforce Expand Global Partnership for Life Sciences Cloud”, Apr. 8, 2024 (^[7]).
• Pharmaceutical Technology, “Virtual sales reps’ and physicians’ engagement to remain a new standard post-Covid-19”, Oct. 20, 2020 (^[8]).
• Assemble Studio Blog, “Hello New Veeva CRM, Salesforce is Out. What You Need to Know”, May 22, 2024 (^[3]).
• Veeva Systems Blog, Peter Gassner, “Thoughts on Veeva Vault CRM versus Salesforce CRM for Biopharma”, July 28, 2025 (^[26]).