Johnson & Johnson (J&J), the global pharmaceutical leader with its EMEA headquarters in Antwerp, Belgium, is actively transforming how it engages with healthcare professionals (HCPs) and manages complex tendering processes. Rather than seeking a typical project partner, J&J chose Customer Link for something far more strategic: embedding dedicated consultants who could become integral parts of their transformation engine and shape the future of pharma CRM from within.

People Over Projects: Consultants Who Drive Lasting Impact

What began with a Salesforce Lightning migration has evolved into a long-term, strategic consultancy partnership. Today, a handful of Customer Link consultants work alongside J&J teams through the iConnect program. Not as external vendors, but as trusted advisors and strategic partners who co-design and implement next-generation CRM strategies purpose-built for modern pharma challenges.

Each consultant brings unique strengths, like platform expertise, deep pharmaceutical knowledge, and change management capabilities. This blend enables faster decision-making, sharper execution, and genuine adoption across J&J's regional and functional teams.

"We're not just delivering features, we're shaping how J&J engages its customers and responds to the future of pharma," says Customer Link consultant Giulia Silva

Strategic Consultancy in Action: Key Initiatives Led by Customer Link

1. Salesforce Lightning Migration

This foundational project demonstrated the power of consultancy-driven transformation. Our consultants didn't just migrate a platform, they led workshops, facilitated training sessions, and conducted iterative feedback rounds that turned a technical change into an opportunity for better business processes. Their embedded role ensured the migration added strategic value from day one, not just technical functionality.

2. Tendering Redesign Within CRM 3.0

Precision is non-negotiable in pharma tendering. One of our consultants brought in-depth knowledge of regulatory and commercial processes, collaborating closely with J&J's internal teams to lead a complete redesign of CRM-based tendering workflows. This strategic partnership resulted in streamlined operations, accelerated response times, and a system that better supports compliance and cross-functional collaboration.

3. Strategic Veeva Review

With Veeva decoupling from Salesforce, pharma companies worldwide are reevaluating their CRM direction.

At J&J, Customer Link consultants conducted an in-depth strategic review to assess the implications of this split, focusing on business impact, technical readiness, and long-term CRM vision. While no decision has been made as of yet, this high-level assessment reflects our growing role as trusted advisors helping clients navigate critical industry shifts.

Would you like to learn more? Read our full article on how to navigate the Veeva-Salesforce Split with Customer Link here.

4. HCP Engagement Optimization

Engaging prescribers compliantly and meaningfully is central to J&J's strategy. Our consultants partnered with field operations and marketing leads to optimize segmentation models, improve multichannel targeting, and deliver better insights to field reps. This wasn't about implementing tools, it was about enabling people to make better decisions through ongoing strategic guidance.

The Consultancy Advantage: Results That Matter

Our embedded consultancy approach has delivered measurable impact:

-> Process Efficiency: CRM-driven tendering flows support faster decisions and reduce manual overhead.

-> Strategic Agility: Platform reviews help J&J anticipate disruption, not just react to it.

-> Team Enablement: Consultants operate as trusted advisors embedded in J&J’s squads.

-> Customer Focus: Enhanced HCP journeys reflect a more innovative,  responsive CRM setup.

“Helping J&J shift from platform thinking to strategic engagement is where we’ve had the most impact,” says Pablo Oliveira, Salesforce Consultant at Customer Link. “It’s not about features—it’s about enabling people to work smarter, move faster, and deliver real value to healthcare professionals.”

Nearshore Excellence: Expanding Consultancy Capabilities

Since January 2025, Customer Link has strengthened its consultancy offering through a nearshore positioning in Portugal.

Our consultants, Giulia Mascagni Silva, Michael Boechat, and Pablo Oliveira, bring complementary skills that enhance our pharma consultancy capabilities:

-> Deep technical specialization in Salesforce development and integration

-> Agile methodology expertise for rapid iteration and continuous improvement

-> Cost-effective resource scaling without compromising quality or strategic alignment

This nearshore model allows us to provide consultancy support while maintaining the close collaboration and cultural alignment that Belgian-Portuguese partnerships offer. For J&J, this means access to expanded expertise without the overhead of traditional offshore arrangements.

What’s Next

As J&J prepares for the next evolution in its CRM journey, our consultants continue to lead from the inside, advising on Salesforce Health Cloud implementation, refining HCP engagement strategies, and helping future-proof how pharma connects with its ecosystem.

The combination of Belgian strategic partnership and Portuguese technical excellence positions Customer Link as the ideal consultancy partner for pharmaceutical companies facing similar crossroads - between platforms, priorities, and patient expectations.

Ready to experience the consultancy difference? Let’s shape the future of pharma CRM together. Let’s connect.