Our latest Reltio Community Show focused on a critical challenge for life sciences organizations: how to keep Veeva Vault CRM™ synchronized with accurate, compliant HCP/HCO data across a complex ecosystem of sources. Gaurav Gera, Director of Product Management at Reltio, walked through how the new Reltio Integration for Veeva Vault CRM, powered by Reltio Data Cloud™, helps you unify fragmented data, reduce manual work, and keep commercial teams aligned in real time.
Why life sciences teams struggle with Veeva data today
Gaurav started by grounding the session in the reality many life sciences organizations face. Data about HCPs, HCOs, and patients is scattered across SaaS applications, legacy databases, on-prem systems, and multiple clouds. The result is:
-
Fragmented HCP/HCO records and incomplete profiles.
-
Lower sales and marketing effectiveness because field reps don’t trust what they see in CRM.
-
Poor engagement when patient and clinical data is spread across channels and systems.
-
Increased risk of regulatory issues—especially around privacy, transparency, and IDMP—when data is out of sync or incorrect.
These issues slow digital and AI transformation efforts and directly impact profitability across the value chain.
How Reltio powers HCP360 and HCO360 for Veeva
Reltio Data Cloud™ is designed to connect, cleanse, and consolidate data from first-party systems (such as CRM, ERP, CTMS) and third-party providers (such as IQVIA and DEA) into a single, always-on HCP360 and HCO360 view. That 360 view includes interactions, transactions, and behavioral data, not just demographics and identifiers, and can be delivered in real time to downstream applications, portals, and AI/analytics workloads.
For life sciences organizations running Veeva Vault CRM, the Reltio Integration for Veeva Vault CRM builds on this foundation to ensure that Veeva always reflects a consistent, compliant view of HCPs, HCOs, and their relationships.
What the Reltio Integration for Veeva Vault CRM delivers
Gaurav highlighted several core capabilities of the prebuilt integration:
-
Single HCP/HCO view across systems. A unified, synchronized view of HCP and HCO data gives commercial and field teams a consistent picture for engagement and targeting.
-
Bi-directional synchronization. Real-time replication from Reltio into Veeva Vault CRM using Reltio Integration Hub (RIH) queues, and near real-time updates from Veeva back into Reltio using file-based feeds at 15-minute intervals.
-
Layered, prebuilt integration architecture. A managed Veeva Vault CRM connector with prebuilt mappings, transformations, and actions; and RIH recipes that handle triggers, workflows, and error handling, which customers can extend for their own use cases.
-
Rich HCP/HCO and relationship coverage. Synchronization of HCP (including professional and key opinion leader types), HCO facility types (e.g., hospital, clinic, pharmacy), addresses, licenses (such as DEA and NPI), and parent-child HCO structures.
-
Affiliations and hierarchies. Persistent mapping of HCP–HCO relationships, such as medical directors working at specific hospitals, so those affiliations stay current across both systems.
-
Crosswalk and ID management. Automatic creation and maintenance of crosswalks where Veeva Vault CRM IDs are written back into Reltio and Reltio entity URIs are stored as external IDs in Veeva for easier reconciliation.
-
Operational robustness. Recipes are designed with sequencing, delta handling, retries, and notifications built in so that data pipelines remain resilient and predictable.
The integration is delivered as an add-on requiring Reltio Integration Hub, and includes additional RIH task entitlements so customers can support both the out-of-the-box use cases and extended scenarios without worrying about task consumption.
Inside the demo: from HCP360 to Veeva and back
To make the integration concrete, Gaurav walked through an end-to-end demo:
-
Creating and synchronizing HCPs. New HCP records were created in Reltio (via Postman). Those records, including demographic, specialty, license, and address data, were picked up by RIH recipes, sent to Veeva Vault CRM, and created as Account records. Veeva-assigned IDs were then written back as Reltio crosswalks.
-
Merging and propagating changes. Potential duplicate HCPs were identified in Reltio using match rules and merged. That merge triggered a recipe that identified winner and loser records and called Veeva’s standard APIs to merge corresponding Accounts, keeping both systems aligned.
-
Data change requests (DCRs) from Veeva. Gaurav showed the reverse direction as well: a new HCP created in Veeva Vault CRM appeared in Reltio as a DCR. Data stewards could compare values (specialties, phone number, and other details), approve or reject the request, and on approval, see a consolidated, mastered record created in Reltio with the Veeva crosswalk maintained.
This approach gives life sciences organizations a controlled, auditable process for managing HCP/HCO changes initiated from the field while still preserving the central “source of truth” in Reltio.
Extensibility, licensing, and roadmap
The Q&A focused on how the integration scales and adapts to different environments:
-
Deletes and affiliations. When records are deleted in Veeva, Reltio end-dates the corresponding crosswalks and removes affiliations so relationships remain consistent.
-
Custom Veeva objects and fields. Customers can extend the out-of-the-box recipes to handle custom objects or new attributes, and Reltio is documenting how to adjust mappings for enhanced Veeva models.
-
Performance and tasks. Initial data loads and ongoing deltas rely on Reltio APIs, with performance depending on tenant size and any custom transformations. Additional RIH tasks bundled with the integration are designed to cover the ongoing sync plus reasonable extensions.
-
Future integrations. The team is working on Search Before Create APIs that use Reltio match capabilities to reduce duplicates in Veeva, synchronization of lookup values between Veeva and Reltio RDM, task estimation tooling, and future prebuilt integrations for Veeva Clinical / Veeva CTMS.
Conclusion
This community show demonstrates how the Reltio Integration for Veeva Vault CRM helps life sciences organizations move beyond fragmented CRM data to a synchronized, compliant, and operationally resilient data foundation. By combining HCP360 and HCO360 in Reltio with bi-directional integration into Veeva, you can fuel faster insights, reduce manual reconciliation, and give commercial and field teams the reliable data they need to engage with confidence.
#CommunityWebinar
#Featured
#DataIntegration