Multichannel Approaches: Let’s Go a Step Further! · Multichannel adds new channels but still...

Multichannel Approaches: Let’s Go a Step Further! CIB ’45+1 Chris Wade Multichannel Strategy Lead Veeva Europe

®2015 Veeva Systems – Company Confidential eu.veeva.com | 2

Making CRM Work For You


Making CRM Work For Your

Customers


Veeva Overview §  Company statistics

§  Founded in 2007

§  900+ employees

§  275+ customers; end users in 80+ countries

§  Veeva is headquartered in the San Francisco Bay Area, with offices in Europe, Asia, and Latin America

§  Listed on New York Stock Exchange - VEEV

§  What we do §  Build innovative, cloud-based products for life sciences

§  Provide implementation services for customer success

§  Enhance customer value through a robust partner ecosystem

Fastest Growing Company


Veeva Spans an Entire Life Sciences Company

Submissions Investigator Portal eTMF QualityDocs MedComms PromoMats

Customer Master

Approved Email CLM CRM

Regulatory Clinical Trials

Quality and Manufacturing Marketing Sales

Research & Development Commercial

Engage

Medical Affairs

Field Medical

KOL Data & Services

Medical

CoBrowse

Data Services Customer Data


Customer Success Through Innovation Agility in a Dynamic Market

§  Competitive advantage through continuous innovation

§  Responsiveness to market needs & regulatory changes

§  Speed to realised benefits

2014 2013 2012 2011 2015

Veeva CLM

Veeva CRM

Approved Email Engage

Veeva Vault

Veeva Network

Veeva CRM

Vault PromoMats

Vault MedComms

Vault eTMF

Vault QualityDocs

Vault Submissions

Network Customer

Master

Veeva OpenData Customer Data Data Services

CoBrowse

Veeva OpenData

Veeva KOL Data & Services


Multichannel & Pharma


Multichannel Allows Pharma to Offer Customers a 360° View of Themselves

Convenient Relevant Engaging


CRM as a Customer Platform

Incentive Compensation

Learning Mgmt Systems

Aggregate Spend

Expense Management

Sample Management

Order Management

Contract Management

Inventory Management

SFA

Surveys

Marketing & Sales Management

Rep Email

CLM

CoBrowse Mass Email

Online self-directed

Call Center

Social

Web & Portal

Channels

Multichannel Alignments

Digital Asset Library

Content Distribution

Web Content Management

Campaign Management

Segmentation

Events Management

Targeting

MLR

Content & Data Management

Stewardship Services

MDM

Customer Data

KOL Data

Market/Sales Data

Formulary Data

Predictive Analytics

Commercial Analytics

Business Intelligence Medical Inquiries

KOL Management

Medical Communications

Medical

Revenue and Contracts Mgmt

Formulary Management

Key Account Management

Strategic Account Management

Price Management

Other Partner Veeva Today

Veeva Future

Sales & Activity reporting

Process reporting &

KPIs

Integrated technology across the organisation

Adopted as an approach & philosophy

Insight & execution by all

Visibility of the Customer Visibility from the Customer


The Value of Multichannel

Multichannel Delivering

Measurable Benefits

10%+ Topline Growth

10-25% Savings

2014 BCG: “Breaking Through The Noise” report


Multichannel vs Omnichannel What is the difference?

§  82% buzzword / hype

§  17% redefining customer engagement strategy §  Outside-in rather than inside-out

§  1% homage to great British TV comedy!


A Long Way To Go To Omnichannel

External Touchpoints In-Company Channels


Your View of Customers vs. Their View of You

§  Companies have a clear view of who their customers are and why

§  Pharma has used CRM to organise customers around sales teams

§  Multichannel adds new channels but still companies doing to customers

§  Central to the value that pharma brings to customers is expertise

§  CRM should simplify service delivery, but instead customers are faced with confusion

§  Multiple phone lines, websites, people…

§  Effective multichannel needs to enable service excellence


The Connected Customer

Effective communications addresses HCPs needs. Amplifying a promotional message across every touchpoint is not the answer.



I want to be treated like a

customer

Drug information is recognised as a valuable resource by HCPs, but how it is offered is often

not aligned with their needs or preferences.



With 2/3 HCPs preferring digital to interact with pharma the challenge

is not if or what, but why digital isn’t the primary channel for

service and information delivery.

67% Prefer Digital

The Connected Customer: EU Doctors Favour Promotional Resources That Are Convenient, Personal and Trustworthy

Downloadable materials eg. PDF,

Face-‐to-‐face rep visit

Independent website eg.

Email from independent website

Monograph

Product website

Slide deck

Email from pharmaceuAcal /

PharmaceuAcal / device

Video

Q5 How would you prefer to receive promoAonal informaAon from pharmaceuAcal and medical device companies? Please select your top 3 preferred op1ons from the list below

ALL EU (n=1,848)

Source: M3 EU5 Doctor Communications Study, August 2014

They Want To Feel Like A Customer, They Want To Be In Control

The Connected Customer: EU Doctors Have Clear Preferences on How They Want to Receive Drug Information

Guideline summaries

Drug summary

Algorithms

Single page detail

Clinical paper summaries

Case reports

Brand Q&A

Video content

MulAple page detail

Discussion with rep

Prescribing informaAon

Q7 When searching for/ receiving informaAon about drugs/ treatments/ medical devices, how useful do you find the following?

ALL EU (n=1,848)

Source: M3 EU5 Doctor Communications Study, August 2014

Their time is limited and understanding Rx limitations is key


The Place of Integration: Enhancing Traditional Channels

Face-To-Face Call Rep-to-HCP Email

Online Portal, Remote Session

& Document Viewing


The Place of Integration: Enabling New Customer Processes

Dr.com

HCP Communities Customer Communications

Pharma Insights Content Engagement


Solution Results

Customer Challenge

Millennium Improves Flexibility and Productivity with Veeva CRM

§  A leading biopharmaceutical company based in Cambridge, Massachusetts

§  Markets VELCADE®, a novel cancer product

§  Research, development, and commercialization activities focused in two therapeutic areas: oncology and inflammation

§  Selected Veeva CRM because: §  Single, integrated system for managed

markets, MSLs, and sales reps §  Pharma-specific functionality §  Robust search capabilities §  SaaS platform — automatic upgrades and

fast, easy configuration

§  Client/server system not flexible enough to handle company’s growing needs §  Not reliable and took too much time for basic

functions

§  Technology managers continually pulled away from strategic initiatives to fix system errors

§  Usability: Record call in < 3 clicks, conduct searches in seconds and access data quickly

§  Flexibility: Make changes anytime without affecting other parts of system

§  Productivity: Saved 1+ FTE per group — IT staff freed from maintaining servers and other hardware


Solution Results

Customer Challenge

AstraZeneca MSLs Deliver Greater Customer Value with Veeva CRM

§  Global, innovation-driven biopharmaceutical business — global revenues over $32.8 billion

§  Veeva CRM provided functionality that met the specific needs of Medical Affairs

§  Implementation was on time and under budget, despite an unplanned expansion in scope

§  Previous CRM system’s functionality shortfalls and growing costs intolerable for Medical Affairs

§  Need for: §  Richer reporting, planning, and management

functionality §  Ability to easily collaborate with other teams

§  Estimated 29% ROI, 30% annual savings, 89% improvement in reporting efficiency

§  MSLs more organized with daily planning — align individual customer objectives to strategic objectives

§  Managers have immediate dashboard access to performance data


How Ready Are You?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% Vision

Buy-in & Impact

Assessment Framework

Strategic Plan

Road Map

Change Management

Talent & Skills

Build Capability

Process & Governance

Benchmark

Continuous Improvement

Handover & Phase-out

Source: DT Associates - The State of Digital Excellence In The Global Pharmaceutical Industry, February 2014. Base: 32 Digital Leaders

Thank You Chris Wade [email protected] +44 7823 530 104

Multichannel Approaches: Let’s Go a Step Further! · Multichannel adds new channels but still...

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