Galenica Network: From Data Silos to a 360° Customer View
Introduction
Galenica is a leading healthcare provider with a broad portfolio ranging from pharmacies and consumer healthcare to pharmaceutical logistics and digital health solutions. Its well‑known subsidiaries include Verfora, with a strong OTC brand portfolio; Galexis, the market leader in healthcare logistics; and Winconcept, specialized in marketing and communication. As part of this project, isolutions had the opportunity to support each of these three subsidiaries individually and address their specific needs.
Initial Situation
“When a customer changes their address, we have to update it in multiple systems and countless Excel lists,” is how the project team described the situation in 2021.
The previously decentralised IT landscape — consisting of MS Dynamics, Excel, XPRIS, and Salesforce — placed high demands on the maintenance and coordination of customer data. In marketing, inconsistent data made targeted communication difficult, while support staff often had to manually compile relevant information. The field sales team was also not seamlessly integrated into the processes of Sales and Customer Service.
With the introduction of a shared master data pool, a central data foundation was created. Access remains strictly controlled: each subsidiary can only view its own customer data.
The major challenges before the project:
- Significant additional workload due to the lack of a central address and activity management
- No 360° customer view
- Fragmented data hampered targeted communication
Solution
A bold new start instead of patchwork: In 2021, Galenica decided to replace its entire system landscape with a central CRM solution for all the subsidiaries mentioned. The solution was built on Microsoft Dynamics 365, aligning with the existing Microsoft‑first strategy that already included Teams and SharePoint.
A modern contact center — designed to support inquiries that until now were handled manually via email and phone — is planned for implementation starting in 2026.
For Verfora and Galexis, comprehensive marketing capabilities for campaigns, events, and newsletters were integrated.
The key to success lay in a phased implementation approach, including process analyses in the field sales organization and the early involvement of all business stakeholders.
Benefits
The introduction of Dynamics 365 has led to measurable improvements across the entire organization. Data quality has increased through centralization and the integration of external sources. At the same time, Sales and Marketing now benefit from a comprehensive 360° customer view, enabling more targeted customer engagement. Sales teams profit from mobile access to all relevant information and better support in their daily work. Automations reduce manual effort for field staff, allowing them to focus more strongly on their core tasks. Direct caller identification and the automated creation of support cases make customer service operations more efficient, while reporting capabilities have reached a new level. Throughout the project, isolutions established itself as a strategic partner operating at eye level.
Concrete Improvements:
A central master data platform with clearly defined access rights for each subsidiary.
- Automated processes that reduce manual work and relieve support teams
- Full mobile work capabilities
- Centralized reporting based on a unified data foundation
- More efficient customer engagement thanks to consolidated marketing data
Special Features of the Solution
Automated visit reporting
Based on customer information, the business unit, and the date of the visit, the system automatically pulls the relevant topics for that visit. This allows the field sales representative to record the results more quickly and in a structured way.
Supported tour planning
New customers are automatically assigned to the territory of a field sales representative. The representative can then create individual daily routes, which can be retrieved for each future tour. The dispatch of visit notifications is also automated.
Central Master Data Interface
Master data is imported directly into the system, ensuring that information appears in the platform up to date on a daily basis.
Google Maps Visualization
Within the CRM, users can seamlessly switch between the standard customer list and a map view. When on the road, this makes it quick and easy to identify nearby customers whenever a gap in the schedule appears.
Integration of Sales Data from Indirect Sales Channels
For specific business units, sales figures from wholesalers are imported into the system via a separate Azure‑based database and matched to individual end customers. This allows the field sales team to visualize these figures directly in their reporting dashboards. An intelligent import format supports the process by automatically adapting if the structure of the provided data changes at short notice.
Marc Wuergler
Head of Application- & Platform Services | Galenica
«The central, unified data foundation gives us a comprehensive overview of all customer appointments and events, allowing us to respond to the individual needs of our customers in a targeted way. The consolidation of systems has not only significantly simplified processes for our IT team but also ensures efficient and transparent management. We particularly appreciate the professional consulting and excellent collaboration with our partner, which contributed substantially to the project’s success. Altogether, this enables us to sustainably improve our service quality and customer satisfaction.»
Galenica is a leading healthcare service provider in Switzerland. With around 7,000 employees, the company is one of the largest players in the Swiss healthcare market. Galenica operates one of the country’s most extensive pharmacy networks and offers a wide range of services across the entire pharmaceutical value chain – from logistics to digital health solutions.
Through close collaboration with partners across the healthcare sector, Galenica ensures efficient and customer‑oriented access to medicines and health products for the population. Innovation, quality, and a strong focus on customer needs are at the core of the Group’s mission.
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