Digital transformation in the pharmaceutical sector is entering a new phase — one defined less by systems and more by empathy. A pioneering Salesforce-based framework developed by digital service provider diva-e Conclusion, in partnership with Kyowa Kirin International, is demonstrating how technology can re-centre the human connection between pharmaceutical companies, healthcare professionals, and patients.
The goal of the collaboration is to evolve the Salesforce CRM platform to enable sales teams to make faster, data-driven decisions and provide patients with improved access to innovative therapies.
Kyowa Kirin is a Japan-based global specialty pharmaceutical company delivering life-changing value for people impacted by under-diagnosed and under-served diseases.
Traditionally, commercial engagement in the industry has been driven by account or territory. This project flips that model entirely, placing the customer, and ultimately the patient, at the centre of every decision. The result is a bespoke, data-driven ecosystem designed to help sales and medical teams identify needs faster, share insights more effectively, and support improved access to therapies.
"In highly specialised therapeutic areas, digital innovation is not about automation — it’s about understanding,” says Sirko Schneppe, Chief Commercial Officer at diva-e Conclusion. “By rethinking the way information flows between companies and healthcare professionals, we can help bridge the gap between data and better patient outcomes.”
Built on Salesforce Lightning Web Components, the platform combines customer relationship management, medical insights, and compliance tools in one intuitive environment. Key features include:
Customer Adoption Tracking: Real-time visibility into therapy adoption rates helps sales teams take targeted action to improve patient care.
Treatment Pathways: Interactive visualisations clarify complex treatment journeys, supporting more personalised therapy discussions.
Value Opportunity Matrix: A transparent view of opportunities enables prioritisation of new product launches.
Guided Flows: Structured processes simplify documentation and ensure full compliance with medical and regulatory requirements.
For Kyowa Kirin, the initiative reflects a conscious decision to reimagine how its commercial teams engage with customers across Europe.
"We wanted to create a model that puts relationships and real-world insight ahead of process,” explains Shelley Anderson, Field Force Effectiveness Director, Commercial Excellence, Kyowa Kirin. “By designing the system around the customer rather than the account, we’ve built something genuinely transformative — a tool that supports our teams to make faster, smarter, and more patient-centred decisions.”
The collaboration shows how tailored digital ecosystems can unlock greater transparency in treatment pathways and accelerate patient access to innovative medicines. More than a technology upgrade, it’s a blueprint for the next generation of pharmaceutical engagement; one where customer needs drive design, not the other way around.