Master Data Lifecycle Management

Veeva OpenData is the foundation of enterprise data infrastructure, purpose-built to deliver high-quality master data cleansing and validation. It covers 5 million HCPs and 1 million HCOs across China (including Hong Kong and Macau), providing 100+ critical data attributes including license IDs, departments, professional titles, and institutional affiliations.

OpenData is widely adopted by leading multinational and domestic innovative pharmaceutical companies for bulk data validation and master data governance. It ensures the accuracy of foundational HCP and HCO records—providing the reliable data foundation needed to support advanced profiling and AI-driven applications.

Veeva OpenData is fully aligned with PIPL requirements at every stage—from data sourcing to storage and processing—across three dimensions:

• Data localization: All data is processed entirely within China with no cross-border transfer, meeting domestic data residency requirements.

• Data scope: Only professional attributes are included—licenses, departments, and institutional affiliations. No personal medical records or patient health data are involved.

• De-identification: Data is processed in compliance with applicable regulations to support academic engagement planning. It is not used to track or profile individual physician prescribing behavior.

Veeva can provide complete data compliance documentation to support internal legal and IT compliance review.

Veeva OpenData implements periodic, dynamic updates, leveraging a dual quality control mechanism to continuously ensure data accuracy:

• Dedicated Data Team: Over 300 full-time local data personnel, covering dynamic change monitoring for HCOs, clinics, and community health institutions nationwide.

• Automated validation rules: 116 systematic validation rules perform multi-dimensional consistency checks on every data record.

Together, these two layers maintain a sustained data accuracy rate above 99%. For dynamic changes such as hospital transfers, department reassignments, or title updates, the Veeva ID (VID) mechanism ensures all changes are traceable within the system—preserving historical continuity without data loss.

Veeva OpenData supports flexible integration through multiple options:

• Master API: Real-time data synchronization with existing enterprise systems, suited for high-frequency update scenarios.

• Delivery Manager: Scheduled batch data delivery for periodic integration needs.

• SFTP: Standardized file transfer compatible with a wide range of technical environments.

Companies using Veeva China CRM benefit from a productized integration—data flows directly into existing workflows with no additional cleansing required. Companies using third-party CRM systems can integrate via API or SFTP. Contact the Veeva China team through the website for guidance on the right integration approach.

The Veeva ID (VID) is a globally unique identifier assigned by Veeva to every HCP and HCO. It is the core mechanism for resolving the "one entity, many records" problem that is pervasive in pharmaceutical data management.

Within a pharmaceutical company, the same physician often exists as multiple records across CRM, ERP, medical affairs, and event management systems—making it difficult to reconcile data across platforms. The VID establishes a single identity anchor across systems, ensuring that Ultra HCP academic profiles and HCP Access industry benchmarks are always precisely linked to the same physician's master record in OpenData—eliminating the decision bias caused by fragmented data.

Yes, this is precisely one of the core values of the Veeva OpenData AI-Ready architecture design.

When companies deploy AI recommendation engines, Orchestration AI, or agentic decision-making workflows, accurate HCP master data is a prerequisite for the AI reasoning layer. Veeva OpenData's structured, rigorously validated master data can serve as the knowledge base within a RAG (Retrieval-Augmented Generation) architecture, providing AI recommendations with a reliable factual foundation—ensuring outputs are accurate and explainable, rather than built on incorrect or outdated HCP information.

Veeva's local data stewardship team continuously monitors changes in healthcare institution status and physician practice, including hospital reclassifications, department restructuring, and physician movements.

The VID mechanism preserves identity continuity throughout any institutional change: both historical practice records and current status are retained and remain queryable. This allows companies to manage records for physicians who have left, transferred, or retired—avoiding wasted engagement resources while maintaining complete historical interaction records to support cross-period data analysis.