Deerfield Group has launched software designed to help pharma brand marketing teams keep sales reps on message.
Pennsylvania-based Deerfield, a marketing, communications and media agency, said it developed the software to fix a persistent problem facing sales and marketing teams. Life science companies want to give field teams the flexibility to personalize interactions with customers, but need to maintain brand consistency and compliance.
The agency is pitching Prismatiq as a way for brand marketing teams to centralize approved content and deploy it to field teams with built-in guardrails. Teams can see which assets sales reps are using and collect information on what materials are resonating with healthcare professionals.
Deerfield designed Prismatiq to work with, not replace, companies’ customer relationship management (CRM) platforms. The CRM sector is undergoing a shakeup, with Veeva migrating customers to its Vault platform after years of selling a product based on Salesforce. Veeva said last month that 10 of the top 20 drugmakers have committed to Vault CRM, predicting it will ultimately land about 14 of them.
Salesforce partnered with IQVIA to develop its life sciences customer engagement platform. AstraZeneca, Novartis, Pfizer and Takeda inked agreements with Salesforce last year. On an earnings call in February, Salesforce CEO Marc Benioff said he has met with many CEOs who are leaving “the purgatory of Veeva” to use his company's platform, “which is a product that has apps and agents.”
Veeva offers tools for content governance and deployment and for tracking field engagements. Regulated content management is on Salesforce’s roadmap for 2026. While the underlying CRMs provide such tools for brand marketing teams, Deerfield is betting there is a market for a product that connects strategy, content, data and engagement in a single workflow.
The Prismatiq launch comes months after Deerfield unveiled an “evolved brand identity.” Deerfield made the changes in conjunction with the integration of Triple Threat Communications, a marketing agency that it acquired last year.