Veeva Customer Summit 2013: Not you're fathers web portal: Successful approaches for pharma
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Transcript of Veeva Customer Summit 2013: Not you're fathers web portal: Successful approaches for pharma
David Henderson Director
Veeva partner since 2007
Portals…Yeah, You’ve Done ‘Em
It Hasn’t Always Been Pretty
What Didn’t Work
Content Based vs. Self-Service/Transactional
What’s Changed?
Shifting Prescriber Demographics
What’s Changed?
Consumer Web Is Driving Expectations
What’s Changed
Study: Physicians Want Access to Pharma Product Info on Mobile Devices …there is significant physician demand for access to prescription drug information and online promotion programs via mobile devices.* *ePharma Physician® v11.0 Study by Manhatten Research
What’s Changed?
2013 Priorities Multichannel
Cost Reduction
Source: Life in the New Normal: The Customer Engagement Revolu;on : Accenture
Strategic Priori;es among execu;ves in 2013:
Cost Reduc;on (83%)
Mastering Mul;channel Marke;ng (70%)
Improving Digital
Effec;veness (60%)
Increase use of analy;cs to target spend and drive improved ROI
(87%)
Increase digital and
mul;channel interac;ons
(83%)
Top ways to achieve cost reduc;on objec;ves in 2013:
What’s Changed?
Drug Makers Try Cures for Physician ‘Cold Shoulders' 61% of oncologists placed moderate-to-severe restrictions on visits from pharmaceutical sales reps… By comparison, about 47% of cardiologists and only 38 % of primary care physicians restrict rep access to the same degree.* Source: AccessMonitor™ 2012, ZS Associates
What’s Changed?
What do customers want from a portal?
Self-Service
Task Oriented
Personalized
Mobile
eSampling
Whitespace
Mature Products
Rep Fulfilled
Inside Sales
eSampling – Success Factors
Real-Time Validation Eligibility Engine Mobile Support eSignature Unified Activity View
Med Affairs
Medical Inquiries
Med Affairs
Medical Inquiries Maintain History
Med Affairs
Medical Inquiries Maintain History Real Time Chat/Video Conferencing
Med Affairs
Let Customers Use The Familiar in New Ways
Investigator Initiated Trials
Proposal Submission Immediate feedback on sponsor updates Electronic signature
Collaboration Visible, archived conversations
Reconciliation Centralized Approval Process ETMF (Vault) Integration
eDetailing
97% of physicians felt the e-detail was superior to paper-based details for explaining complex issues …strategies that are better suited to low- or medium-level prescribers
Destinations for approved email content
Veeva Approved Email is Here! Where Will Customers Come?
Events
Invitations Travel Speakers
– Contract Management
– Presentation Resources
– Expense Reporting
Patient Support Portals
Physicians – Registration – PA support – Adherence
Monitoring – ePrescriptions
Patients – Specialty Pharma
Orders – Financial Assistance
Programs
Community
Patient Engagement “New Era of Partnering with Patients for Better Health - A HIMSS Virtual Briefing”
How do we get started?
Questions?