Master data management (MDM) is transforming how life sciences companies handle global customer data, particularly in optimizing engagement with key opinion leaders (KOLs) and digital opinion leaders (DOLs). Fragmented and siloed systems hinder visibility, compliance, and collaboration across regions. MDM integrates customer relationship management systems to provide a single, searchable, and compliant view of HCPs, HCOs, and KOLs worldwide. Benefits include personalized marketing, sales optimization, improved customer service, and enhanced regulatory compliance. A pharma case study shows how IQVIA’s cross-regional integration eliminated duplicate records, enabled transparency reporting, and delivered a unified global data strategy.

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