Who we serve › Life sciences
You are organized by brand. Your patients are not.
So what you know about them is split across brands and lost over time. Gaine resolves identity, history and consent into one record no brand could assemble alone.
Gaine masters patient, HCP, organization and consent in one enterprise model that spans your brands, and even the MDMs you already run. Each brand keeps control of its own data.
For life sciences: Gaine HDMP, an operational health data management platform, resolves patients, caregivers, HCPs, organizations and consent across every brand, program and service, then delivers each change to the systems that act on it.
Use case: Patient master and consent across brands
Has this person opted out anywhere else?
Consent that lives in the campaign tool dies with the campaign tool. Consent in the master travels with the patient.
One patient, two brands, one day
An opt-out at one brand has to reach the next.
Brand A and Brand B are two brands of one manufacturer. The patient is the same person at both.
Without Gaine HDMP
- AM
A patient on Brand A’s support program tells the hub they want to opt out of all marketing communications.
- Noon
Marketing Cloud is updated with the marketing opt-out for the Brand A patient ID.
- PM
The same patient enrolls in Brand B’s copay program. They are new to the brand, and get a new patient ID.
- Evening
Marketing Cloud sends the new Brand B patient ID an email, because it has no knowledge of their Brand A profile.
OutcomeEvery system did its job. None of them is responsible for tracking state across systems.
The same events, with Gaine HDMP underneath
- AM
Client: Patient hub
After the patient withdraws consent the CRM profile is updated and then shared with HDMP in real time via an API call.
Gaine HDMP:Hub to HDMP
The Brand A patient’s profile is updated with the marketing opt-out.
- Noon
Client: Marketing Cloud
Marketing Cloud receives the new consent from HDMP via the application adaptor.
Gaine HDMP:HDMP to Marketing Cloud
Marketing Cloud receives the update via the application adaptor, and the update to Marketing Cloud is registered in Gaine HDMP.
- PM
Client: Copay program
The patient registers with a copay program for Brand B. The copay system calls the Gaine HDMP API with the new patient enrollment profile.
Gaine HDMP:Copay program to HDMP
The new Brand B patient ID is matched and linked to the Brand A patient ID. The marketing opt-out flows down to Brand B, under the consent policy you set. Copay communications continue, as they are not impacted by the Brand A opt-out.
- Evening
Client: Health Cloud and Marketing Cloud
Direct synchronization through the Salesforce connector. Marketing Cloud receives the updated consent to the existing Marketing Cloud record. No duplicate record is created; all consent requests are consolidated to a single profile.
Gaine HDMP:HDMP to Health Cloud to Marketing Cloud
The patient record in Salesforce Health Cloud is merged through the Gaine Salesforce connector, and Marketing Cloud receives the change through Marketing Cloud Connect. The marketing opt-out carries over.
OutcomeWith Gaine HDMP, the patient is shared across brands without giving up brand independence.
Illustrative. Each system connects the way it allows, so how far each one aligns differs.
- Opt-outs flow down, never up.An opt-out flows from brand to channel to program, never back up. A marketing opt-out never touches support or copay communications.
- Captured where the patient is.A preference center, QR-code and e-signature capture, and consent given by caregivers and legal representatives, all written to the same patient record.
- Consent you can prove.Every consent carries its purpose, scope, channel, jurisdiction, expiry and source, so you can show what the authorization was on the date of contact.
Already running a patient master or EMPI? Gaine sits on top of it and works from its identifiers.
Have an integration layer you want to keep? Gaine runs through it.
Proven at scale – single production instance example
Resolved from 16.2M contributing records across 30 brands and 70+ integrated source systems.
Held with the patient master in the same engagement.
100M patient masters run in a Gaine test environment, and we can demonstrate it.
Bring two brands.
Bring an extract from two brands’ systems. We will show you the patients they share, and where their consents disagree.
Request a demoUse case: HCP and HCO customer master
A launch or a modernization runs old and new side by side.
Veeva CRM to Vault CRM or Salesforce Life Sciences Cloud. A legacy data platform to Snowflake. For the whole overlap, your HCP, HCO, affiliation and consent data has to agree on both sides. Gaine masters it once and delivers each change to both, by the method each system’s owner chooses.
- A master key of your own.Reference data like IQVIA OneKey or Veeva OpenData comes in as a contributor, never as the master. The key is yours. When you change supplier, the IDs your contract lets you keep stay on as cross-references, so the switch is a re-mapping, and renewals start from what the data is worth, not what it costs to leave.
- Everything a commercial team targets.HCPs and organizations, affiliations and hierarchies, class of trade, target universes and eligibility flags, with specialty and license enrichment.
- HCP consent, in the same master.Rep-triggered email consent, medical information opt-ins, and the firewall between commercial and medical, held with the HCP rather than in the tool that sent the email.
- Devices and distribution.For device manufacturers and distributors: class of trade, GPO and IDN memberships, and a customer master that stays aligned with your ERP.
In production
A commercial-stage pharmaceutical company masters HCPs, organizations, affiliations and HCP consent in one governed model, replacing an incumbent customer master. Its CRM and syndicated reference data stay on as contributors.
Devices
A medical device manufacturer moved its customer master, with class of trade, into SAP through Gaine HDMP.
Bring your Veeva or IQVIA extract and one internal file.
We’ll show the overlap and which source wins where.
Request a demoAcross both
Start with one brand. The model is enterprise ready from day one.
MDM was deployed brand by brand, and that is how the silos got here. They aren’t a data-quality failure. They are the residue of how master data was bought. In Gaine, each brand, existing master or reference-data product joins one model as a governed contributor, exactly as a source system joins a single MDM deployment.
Your existing EMPI or master data management
stays the master of identity. Gaine takes its identifiers and masters the data around them.
Your operational systems
keep running the work, and each team continues to make independent decisions on what updates to accept.
Your enterprise data warehouse or lakehouse
keeps the analysis. Gaine publishes governed records to it, one way, as they change.
What Gaine is not.
- Not the sender. No short codes, no sending domains, no telephone numbers. Your CRM, email service and call center still deliver the communication.
- Not a replacement for your MDM or EMPI. An existing master joins the model as a governed contributor. Its owners keep their stewardship, and nothing is decommissioned to take part.
- Not your decision-maker. Conflicts where both values are defensible still need your decision. Gaine makes them visible, actionable and auditable.
Proof
In production across life sciences.
In Gaine HDMP, and growing.
Each mastered change reaches Salesforce as it occurs. Changes made in Salesforce are mastered, then sent on to the other connected systems.
Gaine HDMP has been in a mission-critical production status at a life sciences client for over 7 years.
- HITRUST CSF certified. Gaine HDMP is certified to the standard your vendor-risk team already uses.
- HIPAA. Built to operate on protected health information.
Clients are not named, due to confidentiality agreements.
Questions
The questions from a first call.
Can we start with one brand?
Yes. Start with one brand and its sources. The model is enterprise ready from day one, so the next brand joins it instead of starting again.
Do we replace our MDM or EMPI?
No. An existing MDM, patient master or EMPI joins the model as a governed contributor, exactly as a source system joins a single MDM deployment. Gaine works from its identifiers, its owners keep their stewardship, and nothing is decommissioned to take part.
Can this run through our integration layer?
Yes. Gaine can receive and deliver changes through the integration layer you already run, or connect to a system directly where a connector exists. The outbound methods are on the architecture page.
Who runs it after go-live?
You do. Your team operates the platform after go-live, with help from Gaine or a systems integrator if you want it.
Do you send the communications?
No. Gaine captures and exposes consent and suppression state in real time. Your CRM, email service and call center still deliver the communication.
Do you handle Veeva and IQVIA data?
Yes. Reference data like IQVIA OneKey or Veeva OpenData comes in as files and extracts and joins the model as a contributor, never as the master, within the terms of your license. Your master key stays yours.
What is the difference between consent and a preference?
A consent is a legal authorization with a disclosure trail behind it. A preference is a revocable choice about how someone wants to be reached. Gaine holds them separately, so an opt-out of marketing never suppresses a support-program communication.