Relationships matter more than ever<\/strong><\/p>\n If there\u2019s one thing the industry leaders all agreed on it\u2019s that digital engagement is here to stay. Across Veeva\u2019s customers, the ratio of digital-to-in-person calls has held steady into 2021 (as shown below), even as vaccinations picked up and more organizations loosened restrictions at work. The mid-2020 volume increase in remote meetings and emails continued even as traditional sales calls reached a new baseline. <\/p>\n To determine what \u2018good\u2019 looks like in today\u2019s hybrid model, we reviewed how digital behavior differs between the most-engaged HCPs (top third) compared to everyone else. We found that highly engaged customers open emails 4x more often, attend 3x more Veeva Engage meetings, and spend 3x longer in those meetings than their peers.1<\/sup><\/small> This tells us that digital works best when driven by rep relationships.<\/p>\n Mark McLaughlin, a commercial leader at one of the world\u2019s top biopharmaceutical companies, noted, \u201cAs a sales leader, my goal is to tell my team, \u2018this type of HCP wants to be seen X amount of times per quarter face to face, and receive Y amount of emails.\u2019 That kind of insight helps them become the digital coordinator for their customers.\u201d <\/p>\n Karena Teves, program manager of commercial operations at Impel NeuroPharma, pointed to the benefits of starting out in a digital-first model. \u201cAs a small and nimble organization, we\u2019ve been solution-oriented as we build our architecture from the ground up,\u201d she said. \u201cWith our digital foundation, we\u2019ll be able to meet the customer where they are, monitor performance after launch, and fully leverage hybrid channels.\u201d<\/p>\n \u201cPull\u201d models better meet HCP needs<\/strong><\/p>\n In addition, as COVID-19 reset customer expectations and everyone (including HCPs) grew more digital savvy, pull marketing became ubiquitous in our personal lives. Life sciences companies recognize that they also need to adapt their communications to HCPs for a more human and personalized concierge-like experience. Several early adopters of MyVeeva for Doctors<\/a> described how this new mobile channel builds stronger relationships. <\/p>\n \u201cThe MyVeeva for Doctors app is great because it allows real-time, bi-directional interaction between HCPs and MSLs or pharmaceutical sales reps across the whole industry,\u201d shared Deborah Sullivan, director of field force automation at Sanofi. \u201cIt\u2019s the perfect platform for increasing engagement with underserved or hard-to-reach HCPs, so we avoid missed opportunities and can share compliant content when and how physicians want it.\u201d<\/p>\n Content goes modular<\/strong><\/p>\n More digital engagement requires faster content creation and review. The vast majority of virtual meetings (80%) use pre-approved content compared to only 30% of in-person calls.2<\/sup><\/small> This is a reason brands are embracing new modular content strategies<\/a> that help them quickly deliver and repurpose compliant, personalized content across markets, channels, and regions. <\/p>\n \u201cDelivering personalized experiences at speed and scale is almost impossible if you don’t have modular content as a key enabler,\u201d explained Raakhi Sippy, head of global pharma marketing operations at GlaxoSmithKline. \u201cApproval timelines reduce exponentially as you move from developing large, fully completed campaigns to modularized content cards and channel frames.\u201d<\/p>\n Real-time data optimizes engagement<\/strong><\/p>\n From content to omnichannel engagement, every customer interaction is richer when informed by accurate, connected data and analytics. In order to find and engage with scientific experts, for instance, companies need real-time insight into the ecosystem around key opinion leaders (such as their speaking engagements, publications, and social media feeds). <\/p>\n To support these efforts, we expanded Veeva Link<\/a>, our database of deeply curated profiles, to 11 new therapeutic areas<\/a>. Hosham Al-Mussawi, who leads field operations and effectiveness at rapidly growing biotech Oncopeptides<\/a>, described how this intelligence supported his company\u2019s first commercial product launch this spring. \u201cWe had six months to figure out the size of the market, territory planning, targeting, our field force, and more,\u201d he said. \u201cWith a deeper understanding of important stakeholders, we planned the right engagements to deliver a wealth of education.\u201d<\/p>\n Connected, longitudinally complete data improves patient outcomes<\/strong><\/p>\n Robust data across the entire patient journey is essential for optimizing commercial strategies. \u201cWhen you\u2019re working in rare diseases, it\u2019s not just the patient community that\u2019s small, but also the prescribers,\u201d shared Mamta Chhabra, global marketing lead at UCB. \u201cYou need to be more targeted and thoughtful in your approach, making the need for data even more critical.\u201d<\/p>\n Eric Solis, director and lead data scientist at Takeda, also noted how data can help companies keep up with changing dynamics. He said, \u201cWhen we look in the data, everything is shifting away from homogeneous HCP interactions and preferences. The goal is to give each physician the information they need to make a difference in how they’re treating patients. Data and analytics can help teams get a sense of their true impact and next best actions for individual HCPs.\u201d<\/p>\n 1<\/sup> Veeva Pulse, U.S. Market, May 2021<\/small> Here are 5 key takeaways from companies navigating the evolving commercial and medical landscape.<\/p>\n","protected":false},"author":52,"featured_media":26766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"product":[997],"area":[972],"coauthors":[1664],"class_list":["post-59265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","product-crm","area-commercial","blog-area-commercial","blog-area-medical","blog-product-content-management","blog-product-data","blog-product-multichannel-crm"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/59265"}],"collection":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/comments?post=59265"}],"version-history":[{"count":11,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/59265\/revisions"}],"predecessor-version":[{"id":67871,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/59265\/revisions\/67871"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media\/26766"}],"wp:attachment":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=59265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/categories?post=59265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/tags?post=59265"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/product?post=59265"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/area?post=59265"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/coauthors?post=59265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"NA](\"\/wp-content\/uploads\/2021\/07\/NA-2021-Comm-Summit-Recap-Post-image.png\")
<\/p>\n
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\n2<\/sup> Veeva Pulse, June 2021<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"