Pharmaceutical company improves the quality of their customer and vendor data



The addresses for HCP/HCOs from the customer MDM were incomplete and inconsistent because Informatica Address Doctor was not implemented for address cleansing and the minimal address standardization that was in place was insufficient for the client’s needs. Furthermore, the unique ID created for each HCO/HCO was not reliable, primarily due to inconsistent addresses. That made it difficult for Sales Operations teams to rely on this data to conduct business.

These issues resulted in the data management development teams acting as Data Stewards managing customer data instead of focusing their time developing new MDM processes. In addition, the development and QA teams did not have the proper direction for resolving MDM data issues. Lastly, there was a need for direction on new design and development tasks to improve the existing MDM processes for integrating vendor data and customer data.


The first customer ‘MDM Optimization’ initiative was to design and implement an enhancement for the existing MDM data processes that used Address Doctor-validated addresses and clean up the older, incomplete addresses. In order to adhere to guidelines set by Sales Operations team, Trinus performed comprehensive impact analysis on the various source systems and recommended solutions. Next, Trinus proposed and developed changes to existing HCO/HCP match rule sets by identifying incorrect merges. Once the changes were in place, Trinus documented the customer MDM processes including architecture and a match rules/trust rules match-merge process with examples. After documentation, an analysis was performed and an implementation plan created to introduce Address Doctor for validating addresses, thereby replacing the older custom written standardizer. Finally, Trinus developed a reusable address validator maplet which resolves the multiple address-related issues such as organization names in address lines, city mismatches, zip code mismatches, PO Box addresses, etc. and using an analyst tool, designed and introduced the usage of a “reject table” for invalid addresses/accounts that would be managed by data stewards.

The second ‘Vendor Master Design’ initiative was to design steps and processes to integrate vendor data into the existing customer MDM data and bring the development and QA teams up-to-speed with the best practices in the industry. In order to obtain buy-in, Trinus designed a data architecture and solution for the Vendor Master Design initiative and presented it to stakeholders with pros and cons on effective and optimized options for integrating vendor data into existing customer data. In addition, Trinus created design documents, architecture documents and MDM rule sets and provided insights into best practices and processes for implementing the new Vendor Master solution using the latest version of Informatica MDM.


  • Customer MDM data issues reported by the Sales Operations team were reduced to 2% at the end of the month from the previous average of 36%
  • Development teams were able to dedicate their time to implementing the integration of vendor data rather than spend their time acting as data stewards fixing previously reported data issues

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