The Veevaldi story: Writing a better future for life science marketers

“The true worth of an experimenter consists in his pursuing not only what he seeks in his experiment, but also what he did not seek.” —Claude Bernard

Innovation thrives in the hands of those who dare to ask, "What if?" At Crescendo, this question is at the core of everything we do. When we looked at the challenges facing life sciences marketers, we realized the process of creating, reviewing, and approving content needed more than just a touch-up—it needed a full reinvention. That realization sparked the birth of Veevaldi.

That moment when we got fed up and took action

Outputting communications in the life sciences industry is bound by strict regulations in order to protect the integrity of the content and ensure patient safety – appropriately named, the "Medical Legal Review" (MLR) process. Because several of our clients are in the life sciences industry, we became immersed in the day-to-day of adhering to the industry standard methods of approving content in the Veeva suite of apps.

The MLR process of approving digital content is managed by PDF visuals. It didn’t take long to realize that the path from design to launch is riddled with obstacles. We found marketers were submitting their designs to Veeva and managing the approval process manually. Marketers would all have their own workaround that was time intensive, inefficient, and ultimately stressful, as managing multiple tight deadlines could be problematic.

It seemed that everyone we talked to was having the same frustration with the status quo, but no one had done anything to solve it. We looked at these problems and frustrations as a sign of a system that desperately needed to change. There had to be a simpler solution, and we asked ourselves, "Why not create our own tool?"

From idea, to prototype, to game-changer…

Armed with a drive to re-engineer the approvals management process, the team started off addressing the fundamental mismatch: Veeva works in PDF, while content is created in a Website CMS environment. We asked ourselves, “What if the two systems (Veeva + your CMS) could work together?” as opposed to having to work around it. Given websites are in a living digital environment, it makes sense that the approvals process should be fully optimized for digital management, and synchronized with real-time status updates.

The Crescendo tech team rapid-prototyped an initial concept to address the basic functionality of automatically creating PDF visuals to submit to Veeva for approval and the dashboard management thereof. From there it was quickly realized that a number of additional features could benefit the MLR submission process. An MVP was created within days and presented to key clients hungry for such a change. The warm reception enabled further development and refinement until a fully functioning application was created.

All manner of complexities and challenges were navigated, including integration with third party applications, strict time pressures, and limited resources. The result is a masterpiece of functionality and administration.

What the team was able to achieve with Veevaldi

We are proud to have launched Veevaldi Composer, which has brought to life the original vision to optimize the MLR review process. The outcome wasn’t just a tool; it was a transformation. By automating repetitive tasks, centralizing content, and incorporating built-in compliance tools, Veevaldi Composer now streamlines the entire MLR process. The software empowers marketers to spend less time managing logistics and more time crafting messages that matter.

• From weeks to days: Campaigns move faster, thanks to intuitive workflows and a centralized platform that keeps everything on track.

• Confidence in compliance: With real-time updates and regulatory checks, errors are avoided before they happen.

• Collaboration simplified: Teams work smarter, not harder, through unified systems that eliminate back-and-forth communication.

These changes aren’t just incremental—they’re revolutionary.

Life sciences marketers can now get content to market dramatically faster — freeing up valuable time to focus on what really matters.

Future developments coming soon…

The Veevaldi Composer is just the beginning. At Crescendo, innovation is not a single achievement but a continuous pursuit.

As we speak there are further developments underway for approved content distribution, visibility of where and how approved artifacts are used, and optimizing the MLR review process once content is submitted. Submit your interest on the Veevaldi website to keep informed with the latest releases.

Beyond Veevaldi, we are also building next-gen AI tools designed to push the boundaries of automated content creation. And with the natural extension of the Crescendo services into the creative realm, we’re committed to finding new ways to empower the marketers we serve.

Need an expert partner to realize your vision?

Across our team, you’ll find a certain DNA—a blend of curiosity, resilience, and determination that refuses to settle for “good enough.” It’s in our nature to make things better, whether that means redesigning workflows, rethinking tools, or reimagining the creative strategies that bring campaigns to life.

When you partner with Crescendo, you’re not just choosing innovation; you’re choosing reliability, expertise, and a team that will always figure out a way to evolve. Because that’s who we are—seers and doers, united by a shared mission to make the impossible possible.