As 2020 dawned, Otsuka Pharmaceutical was implementing Veeva CRM across Europe. There was recognition within the organization of the importance of changing the way field representatives engaged with healthcare professionals (HCPs) and the need to better understand customer channel preference. Then the unexpected happened and COVID-19 created a burning need for all pharmaceutical companies to reconsider their engagement strategy with HCPs. At Otsuka, Veeva CRM and its suite of tools became the digital engagement foundation.