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Life Sciences Customer Engagement Personas
Learn about the key responsibilities of Salesforce admin roles such as the system admin, business admin, and mobile admin, and where they overlap. Learn about the key responsibilities of user roles such as field sales reps, key account managers, and medical sciences liaisons, and their key responsibilities.
Required Editions
| Available in: Lightning Experience |
| Available in: Enterprise and Unlimited Editions with Life Sciences Cloud, Life Sciences Cloud for Customer Engagement Add-on license, and the Life Sciences Customer Engagement managed package. |
Administrator Personas
Three Salesforce admin roles manage different aspects of Life Sciences Cloud for Customer Engagement.
Here are the types of Customer Engagement admin personas.
- System Admin
- Business Admin
- Mobile Admin
Because configuring business processes requires a deep understanding of mobile app behavior, many organizations combine business admin and mobile admin responsibilities.
System Admin
A system admin manages technical infrastructure and platform-wide settings.
Key Responsibilities
- Configure territory structure and assignment rules by using Territory Management
- Manage security, compliance controls, and Einstein Trust Layer
- Provision users and assign licenses
- Oversee data integrations by using MuleSoft
- Monitor system health and batch job performance
Business Admin
A business admin configures commercial processes and field operations to align with brand strategy.
Key Responsibilities
- Define product hierarchies, key messages, and promotional restrictions
- Assign accounts to territories by using geographic, account-based or affiliation rules
- Set up activity plans with product-channel-account goals
- Configure visit types, sample limits, and content distribution
- Manage consent preferences and field messaging templates
- Create Key Account Management planning templates and assessment tasks
Mobile Admin
A mobile admin maintains the mobile app to support field users' daily operations.
Key Responsibilities
- Assign mobile page layouts by using Lightning App Builder
- Configure which data syncs to mobile devices for offline access
- Monitor sync performance and troubleshoot dataflow issues
- Manage Agentforce mobile capabilities
Field User Personas
Life Sciences Cloud for Customer Engagement supports commercial and medical teams who engage healthcare professionals across therapeutic areas.
Here are the types of Customer Engagement user personas.
- Field Sales Representatives
- Key Account Managers
- Medical Science Liaisons
- Field Managers
- Commercial Operations
Field Sales Representatives
Field Sales Representatives plan and run HCP engagement by using the mobile app to deliver approved content and track insights.
What Field Sales Reps Do
- Plan visits with AI-powered account summary from Agentforce
- Present approved content (e-details, videos, PDFs) with viewing analytics
- Manage sample inventory with lot tracking and signature capture
- Document HCP discussions by using structured visit experience
- Track progress against activity plan goals
Key Account Managers
Key account managers (KAMs) develop and run strategic plans for complex institutional accounts with multiple stakeholders.
What KAMs Do
- Create multi-quarter account plans with strategic objectives
- Coordinate cross-functional activities across sales reps, MSLs, and medical affairs
- Track stakeholder engagement and influence mapping
- Manage assessment tasks for account prioritization
- Align field teams around long-term institutional goals
Medical Science Liaisons
Medical Science Liaisons (MSLs) conduct scientific engagement with healthcare providers on clinical topics while maintaining compliance boundaries.
What MSLs Do
- Share medical resources such as publications and clinical trial data materials
- Respond to unsolicited medical information requests
- Document and analyze medical insights for medical affairs reporting
- Assess adverse event information for pharmacovigilance
- Collaborate with commercial teams within appropriate separation guidelines
Field Managers
Field managers oversee territory performance, coach field teams, and monitor execution of activity plans.
What Field Managers Do
- Track coverage metrics such as visit rates, visit completion, and goal attainment
- Analyze engagement quality by using activity plan details
- Identify coaching opportunities based on product discussion gaps and content analytics
- Ensure brand messaging alignment across products and regions
- Use Tableau dashboards for data-driven decision-making
Commercial Operations
Commercial Operations teams support business admins with territory optimization, data quality, and analytics.
What Commercial Operations Does
- Configure Tableau dashboards and reporting
- Manage data quality initiatives and Data Change Request (DCR) workflows
- Coordinate territory realignment projects
- Provide insights to leadership for strategic planning
- Partner with IT on system integrations and governance
