GSK Automates Veeva Vault Pipelines to Improve Patient-Centric Outreach

GSK, a global biopharmaceutical company, needed a more agile approach to integrating Veeva Vault data into their analytics workflows. With CData Sync, GSK gained direct, automated access to critical field insights, without the delays of relying on centralized IT infrastructure.

The challenge: Limited agility and an expiring CRM platform

GSK’s field teams rely on Veeva platforms to track engagement between medical science liaisons (MSLs) and healthcare professionals (HCPs). These MSLs operate across regions to share the latest scientific developments and treatment data—making access to timely, accurate field data essential.

For nearly a decade, GSK used Veeva CRM (built on Salesforce) and depended on a third-party replication tool to extract that data for analysis. But as Veeva began transitioning its CRM to the proprietary Vault platform, that vendor’s tooling became obsolete. It supported only Salesforce and had no plans to accommodate the new architecture.

Veeva has announced that all customers must migrate off its Salesforce-based CRM by 2030, adding pressure for GSK to act early. Internal IT offered a custom pipeline framework, but change requests could take months to implement, too long for the small medical affairs team to rapidly enable its field teams.

The solution: Automated, schema-aware pipelines with Sync

Looking to avoid code-heavy alternatives or vendor lock-in, GSK re-evaluated CData, a vendor it had previously considered during their Salesforce era. With the introduction of CData Sync, the platform now offered a complete, no-code data replication engine capable of connecting directly to Veeva Vault APIs and delivering that data to GSK’s Oracle database.
 
Sync’s dynamic schema detection proved especially valuable. When CRM objects like “Account” evolve (sometimes growing to over 400 columns) GSK no longer needs to chase those changes manually.

“With Sync, I can point it to an object and if a new column gets added tomorrow, the software will automatically update the Oracle database, add the new column. I don’t have to make any changes. Everything works automagically.”

— Michael Hinkle, Medical Engagement Systems Architect, GSK

The results: Faster Veeva Vault adoption and streamlined operations

CData Sync provided GSK’s medical affairs team with a flexible, direct path to Veeva Vault data, unlocking faster time to insight and empowering localized data operations. The team could now:

• Ingest Veeva Vault data directly, with no code or third-party dependency

• Automatically adapt to schema changes without writing new code

• Avoid IT bottlenecks and respond rapidly to evolving field needs

One major application of this new agility is GSK’s next best scientific action initiative. The team analyzes health care professional activity to identify outdated treatment behavior and then targets the right liaison to engage with that provider—based not just on geography, but on real interaction history. Sync helps ensure the right data is delivered to the right rep, avoiding redundant outreach and wasted time in the field.

“This really became a huge win for us. We used to send suggestions to every liaison who had a healthcare provider in their territory, many of whom had never interacted with that provider. Now we can use real call history to route insights to the right person.”

— Michael Hinkle, Medical Engagement Systems Architect, GSK