Pfizer Database Aims to Unify European Customer DataAs the first step in its major international CRM initiative, pharmaceutical giant Pfizer said this week that it will deploy Siperian Hub XT, a data integration and management software platform, to create a consolidated customer database covering all of its European and Canadian markets.
Pfizer's consolidated database will serve as part of the data foundation for upcoming CRM initiatives.
Pfizer, New York, intends to use Siperian Hub XT to unify customer information from multiple systems and functional areas across 22 markets. Pfizer will become the first international customer to take advantage of the recently announced Siperian Hub XT and its international capabilities.
The database will integrate information from customers such as patients, prescribers, pharmacists, governmental entities and organizations.