In the first part of the article, “Custom Objects in CRM Systems for the Pharmaceutical Sector”, we reviewed what custom objects in CRM systems are, why they are especially important for the pharmaceutical sector, how leading CRM platforms work with them, and why managed customization is becoming a competitive advantage for pharma CRM.
In this part, we focus on a practical example: how creating a custom object looks in Proxima Cloud CRM, which settings are available to administrators, and why this approach helps pharmaceutical companies combine flexibility with control. We will also review the product’s further development vector, including Territory Manager as a separate area of managed customization related to territorial structure, HCP/HCO data, users, access rights, and field team operations.
Contents
Creating Custom Objects in Proxima Cloud CRM
In Proxima Cloud CRM, custom objects are created as part of a managed customization model. An administrator can work with the Custom Objects builder, configure fields, object settings, access rights, and data visibility through Object Manager.
This allows pharmaceutical companies to create their own entities for specific business processes without losing control over CRM architecture, data quality, and the role-based access model.
An administrator can view existing system and custom objects, create a new object, define its name, automatically generated API name, and description. This approach makes it possible to extend the CRM structure for specific business processes of a pharmaceutical company without changing the core system logic.
After the object is created, the administrator configures its fields: selects the field type, defines the name, API name, and description, determines whether the field will be used as the main record name, and configures field-level access for different user profiles. At the security level, Read and Write permissions can be managed separately, helping maintain data order and limit access according to user roles.
Additionally, a custom object can be displayed in the user workspace if this is provided by access settings and the usage scenario. This is important for field teams that work with CRM not only in the administrative area, but also in daily operational processes.
How to Create a Custom Object in Proxima Cloud CRM?
Creating a custom object in Proxima Cloud CRM is done through Object Manager. The administrator can define the object name, review the automatically generated API name, add a description, create fields, configure object settings, field-level security, object access control, and data access.
This approach allows administrators not only to create a new entity in CRM, but also to immediately define how users will work with the custom object within their roles. This is especially important for pharmaceutical companies, where the data structure, access rights, and record visibility must be controlled.
Reference fields allow the custom object to be connected with other objects in the system and help build logical relationships between entities. This makes it possible to configure the structure of the custom object according to a specific business process.
In Proxima Cloud CRM, custom objects are created as part of a managed customization model. An administrator can work with the Custom Objects builder, configure custom object settings, manage fields, access rights, and data visibility through Proxima Cloud CRM Object Manager.
This allows pharmaceutical companies to create their own entities for specific business processes without losing control over CRM architecture, data quality, and the role-based access model.
Custom Objects in BI Reports in Proxima Cloud CRM
Custom objects in Proxima Cloud CRM can be used not only in operational CRM workflows, but also in reporting. When a company creates its own entities for specific business processes, this data can be included in BI analytics and used to build custom reports and dashboards.
This is especially important for pharmaceutical companies that need to analyze not only standard CRM data, but also specific processes: field team activities, internal requests, custom classifications, local marketing initiatives, additional objects for HCP/HCO, or other user-defined entities. This approach turns CRM customization into a source of more accurate management data.
This shows that data from custom objects can be used to build reports, filters, tables, and visualizations according to the needs of a pharmaceutical company.
Why This Approach Matters for Pharmaceutical Companies
In the pharmaceutical industry, it’s not enough to simply create a new field or a new table. Any new object must be understandable to all users, controlled at the access level, and suitable for use in reports and data visualizations by executives and managers. That is why in Proxima Cloud CRM, creating a custom object is combined with configuring fields, access levels to fields, access to the object itself, and the overall visibility model for records.
This allows administrators not only to add a new entity to CRM, but also to immediately define its place in the system: who can work with it, which data each role can see, which fields may be service or sensitive fields, and how the created object will be used in a real business process.
For field teams, this means more accurate work with data. For administrators, it means more independence without the need to involve developers every time. For management, it means better data structure and the ability to scale CRM without losing control.
Territory Manager in Proxima Cloud CRM as the Next Step in Managed Customization
A separate development area of Proxima Cloud CRM is Territory Manager — functionality for flexible management of field team territories.
We will not describe this area as a direct continuation of the Custom Objects builder, but it is logically connected with CRM customization. If custom objects help a company create its own entities for business processes, Territory Manager develops another important level of flexibility: the ability to independently build a territorial model, assign users, connect HCP/HCO records to territories, and manage data visibility.
For pharmaceutical companies, territory management is a key operational function. Territory often determines which physicians and healthcare organizations are assigned to a specific medical representative, who is responsible for a particular market segment, and which data the user can access.
That is why the development of Territory Manager continues the same logic as custom objects: CRM should not impose a rigid structure on the company, but should allow it to model its real organizational logic in a controlled way.
In the product roadmap, Territory Manager is expected to give clients more independence in managing field team structures: from building territory hierarchies of any depth to assigning users, linking HCP/HCO records to territories, integrating with GeoForce, migrating geographic polygons into a unified territory model, mass import/export, and automatically filling territories based on filtering logic.
For pharmaceutical business, this is an important step in the same direction as custom objects: CRM becomes more adaptable to the real organizational structure of the company while preserving control, access transparency, and data integrity.
How Territory Manager Complements the Logic of Custom Objects
Custom objects answer the question: which additional entities does the company need to accurately describe its business processes? Territory Manager answers another, but related, question: how to organize responsibility, visibility, and access to HCP/HCO data according to the territorial structure of the field team.
Together, these areas form a more mature approach to CRM customization. The company receives not just a set of separate settings, but the ability to build a managed operating model: its own objects, its own field structure, its own access model, its own territory logic, and future integration with geographic data.
This is especially important for enterprise clients with distributed field teams. Such companies often have seasonal territory changes, overlapping responsibility zones, separate rules for working with KOLs, different management levels, and different data visibility scenarios. If CRM does not support this structure natively, the company has to use workarounds or request custom development. The development of Territory Manager is intended to reduce this dependency and move a typical pharmaceutical business need into platform functionality.
Conclusion
Custom objects in Proxima Cloud CRM are a practical tool for managed flexibility. They allow administrators to create new entities, configure fields, define access rights, control data visibility, and adapt CRM to specific business processes of a pharmaceutical company.
At the same time, the value of custom objects lies not only in the fact that they can be created. What matters is that they work within the administrative logic of Proxima Cloud CRM: through Object Manager, API name, Field-level security, Object access control, and Organization-wide default. This helps prevent customization from turning into chaotic accumulation of additional entities and helps maintain order in the CRM structure.
A separate advantage of this approach is the ability to use custom objects not only in CRM processes, but also in BI reports. This allows pharmaceutical companies to build custom analytics based on user-created entities and better connect operational data with management decisions.
Further product development, including Territory Manager, shows that Proxima Cloud CRM is moving not only toward separate custom settings, but toward a deeper model of managed customization. This means the ability to model complex business structures: territories, hierarchies, HCP/HCO links, user responsibility, data visibility, integration with GeoForce, and future automation of territory filling.
For pharmaceutical business, this approach is a strategic advantage. Proxima Cloud CRM gives companies more independence in adapting the system while preserving control, transparency, role-based security, and data integrity. This balance between flexibility and order defines the value of modern pharma CRM: the system should develop together with the business without losing manageability.
Ready to try Proxima Cloud CRM in action?
Create your own objects, evaluate the convenience of territory management in Territory Manager, and discover more Proxima Cloud CRM capabilities for your pharmaceutical team.
Contact us to schedule a platform presentation or request a free demo.
Note: The material uses screenshots from a demonstration environment with depersonalized or simulated data that does not belong to real individuals.
