AI-powered CRM & analytics platform for AstraZeneca - global pharmaceutical manufacturer

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Location: Cambridge, UK
Industry: Healthcare, Pharmaceuticals
https://www.astrazeneca.com/

Google Cloud

TensorFlow

PyTorch

ChatGPT

Llama-2

Value delivered by Relevant

25% efficiency boost for medical science liaisons
20+ hours saved weekly by automating CRM processing
350,000+ CRM records analyzed automatically, reducing siloed manual work
50% reduction in market access budget by eliminating redundant processes

AI-powered CRM & analytics platform for AstraZeneca - global pharmaceutical manufacturer

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Client & product

AstraZeneca, a global biopharmaceutical leader, develops innovative treatments across oncology, cardiovascular, renal, and respiratory diseases. Its Medical Affairs teams play a crucial role in engaging healthcare professionals, ensuring scientific accuracy, and maintaining compliance with industry regulations.

As data complexity increased, AstraZeneca sought to implement AI-driven analytics to automate data processing, optimize workflows, and extract more actionable intelligence from CRM records. With numerous AI vendors in the market, they required a proven AI development partner. Our company was selected for our deep technical expertise, strong industry reputation, and strategic alignment with AstraZeneca’s business needs.

Challenges

As part of our AI consulting services, we collaborated with AstraZeneca to analyze their existing market access workflows and CRM processes. This deep dive revealed several critical bottlenecks that limited efficiency, slowed decision-making, and increased operational costs:
- Data Overload and Manual Processing
Vast amounts of clinical trial data, RWE, and CRM insights required manual review, leading to errors, inconsistent insights, and delays.
- Regulatory and Compliance Barriers
Strict FDA, EMA, HIPAA, and GDPR regulations added complexity, increasing the risk of non-compliance during market access and pricing processes.
- Fragmented Stakeholder Engagement
MSLs struggled to present cohesive, data-driven arguments to payers and regulators due to fragmented data and slow processing, delaying market access approvals.
- Inefficient Insurance Flow Pipeline
A lack of automation in the insurance flow pipeline caused delays in data integration and slowed risk assessments across departments.
- Rising Operational Costs
Manual workflows and redundant processes drove up costs, making it difficult to scale efficiently while staying within budget.
AstraZeneca needed a scalable, AI-driven solution to streamline data processing, improve compliance, strengthen engagement, and cut costs.

Job done

Our team utilized ChatGPT and Llama-2 to process CRM records with high precision, automating data extraction, reducing manual workload, and streamlining the insurance flow pipeline to boost efficiency across field teams and headquarters.

To strengthen engagement intelligence, the AI system provided data-driven recommendations, enabling Medical Affairs teams to refine decision-making strategies. Built-in compliance features, including end-to-end encryption and role-based access controls, ensured full adherence to GDPR, HIPAA, and internal governance policies.

Deployed on Google Cloud, the platform supported scalable, real-time data processing for high-volume CRM operations. Using TensorFlow and PyTorch, the AI models were fine-tuned to interpret complex Medical Affairs data, delivering precise, actionable insights tailored to the pharmaceutical industry’s needs.

Implemented features

AI-Driven CRM Insights

Leveraged ChatGPT and Llama-2 to automate CRM data analysis, uncovering critical insights and boosting workflow efficiency.

Cloud-Based Scalability

Deployed on Google Cloud to deliver high availability, low latency, and secure, real-time data processing at scale.

Optimized Insights Flow

Streamlined data integration, enabling real-time analytics and more informed decision-making for Medical Science Liaisons.

Regulatory-Compliant Security

Integrated end-to-end encryption, role-based access controls, and audit trails to meet GDPR, HIPAA, and internal security standards.

Outcomes

Our team delivered an AI-powered CRM analytics tool that redefined how AstraZeneca harnesses data. Faster insight extraction cuts the manual effort, equipping teams with sharper intelligence and a more agile decision-making process. Engagement strategies became more targeted, sharpening interactions with healthcare professionals through AI-driven recommendations.

Optimizing the insurance flow pipeline strengthened risk assessment and operational agility. Built to meet strict regulatory standards, the AI system ensured data integrity and security at every level. With seamless integration into AstraZeneca’s infrastructure, the solution saw rapid adoption, empowering Medical Affairs teams with uninterrupted, AI-powered insights that drive real impact.

Client's feedback

Director of Brand Insights, Pharmaceutical Manufacturer

The team demonstrated a mature expertise in AI, which has translated into the development of a highly valuable product for my company. In a world where too many companies are trying to break into AI projects, it's really important to find truly profound experts.
Now, after deploying the project, we see that with the relatively limited budget, we achieved phenomenal value that simplified the workflow and led to better ways of using insights that we had never tapped into before. I highly recommend this team—they’re among the best you’ll find globally.