Viseven at Pharma Xchange: Switching to Omnichannel in Korea Posted on August 3, 2023November 15, 2024 by Andrii Nikulin Starting this year, most pharmaceutical companies in South Korea plan to switch from multichannel to omnichannel marketing with the help of content production, cross-functional change management, and effective KPI monitoring. Viseven actively keeps an eye of the latest transformations within the South Korean pharmaceutical market, as it receives investments that amounts to trillions South Korean won. One of the tremendous opportunities we use to see the changes in pharma in South Korea is networking. On June 30, 2023, the Viseven team were pleased to attend Pharma Xchange, an event about omnichannel marketing, technology, and innovation in the pharmaceutical industry. At the conference, 16 top global pharmaceutical companies and medical-related partners in South Korea had a great chance to attend a few sessions hosted by: Yuri Jung, Co-Founder and CEO at SO & Company Reina Kim, Commercial Strategy Manager at SO & Company Jina Oh, Managing Director at Medigate The Viseven team, which included Yiseo Cheon, Account Manager, and Suyoung Kim, SDR Team Lead, went to the event to engage with companies that already use eWizard, a content experience platform powered by Viseven. Yiseo and Suyoung connected with representatives of Takeda Korea, Boehringer Ingelheim Korea, Bristol Myers Squibb Korea, Viatris Korea, Bayer Korea, SO & Company, and Medigate, who got interested in Viseven products and services. “Due to the nature of Korean people who are sensitive to trends, many people at the event knew about the eWizard solution from Viseven. They showed interest in the omnichannel consulting service. We look forward to innovative changes in the digital marketing of Korean pharmaceutical companies!”,—Yiseo Cheon, Account Manager at Viseven South Korea. Along with meeting many current customers and new prospects who wanted to know how they could implement an omnichannel strategy within their organization, Yiseo and Suyoung were excited to participate in a discussion of innovation in South Korean pharma. Here’s how they compare this experience with the knowledge they had before the pandemic: “The Viseven Korean team learned about the changes in digital marketing strategies of Korean pharmaceutical companies before and after Covid-19. It was a very important experience for us because we had a session to hear opinions on the current digital marketing trends in the Korean market and the importance of using an omnichannel marketing strategy.” At the end of the event, attendees had an opportunity to take part in a panel discussion Omnichannel Strategy: Review & Outlook hosted by four speakers: Hoon Park, Sr. Customer Excellence Manager at Janssen Korea [Moderator] Euijoong Pyo, Omnichannel Customer Engagement Manager at Jannsen Korea Hajun Sung, Omnichannel Engagement Manager at BMS Media Jongil Park, Multichannel Engagement Specialist at Boehringer Ingelheim Korea During one hour of conversation, panel hosts shared experiences within their organizations and answered the audience’s questions. You are always welcome to get in touch and find out more about Viseven products and services, industry events, or special offers. Feel free to send us a request anytime.
Viseven at Collision 2023 Posted on July 26, 2023 by Andrii Nikulin Collision is one of the world’s biggest tech conferences where businesses, leaders, investors, designers, developers, marketers, media, innovation enthusiasts, and artificial intelligence (AI) evangelists engage with each other, share knowledge, and learn how technology is transforming global business. The event’s schedule was massive. Attendees met representatives of nearly 1,500 startups from Australia, Canada, Egypt, India, South Korea, Portugal, the United Kingdom, and the United States. More than 630 speakers from 27 industries moderated talks, masterclasses, and Q&A sessions about dozens of topics: advertising, AI, machine learning, back-end development, cars, mobility, climate change, content creation, crypto, data science, e-commerce, education, energy, ethics, finance, fintech, payments, front-end development, fundraising, future of work, gaming, virtual reality (VR), augmented reality (AR), hardware, robotics, health, HR, recruitment, investment, leadership, marketing, media, mobile development, politics, PR, communications, privacy, security, retail, trade, software as a service (SaaS), sales, scaling, smart cities, social media, society, and sport. Yuliya Sotska, Chief Brand & Communication Officer, Sergii Tatarchuk, Head of Digital, Michael DePalma, Head of Client Engagement, and Maksym Savenko, AD/AM Lead from the Viseven team attended Collision 2023 on June 26-29, 2023. Here’s how Sergii Tatarchuk, Head of Digital at Viseven, comments the scale of the event: “One shouldn’t try to attend all the Collision events alone because such a rich flow of information will simply overwhelm you. Projects and companies send fully-fledged teams, where everyone has their own task, and this is probably the only correct decision for such events.” At booth #B502, Viseven demonstrated eWizard, a content experience platform that helps pharma and life sciences companies create in-depth, personalized customer experiences. The Viseven team showed the attendees the platform’s functionality, answered questions about the platform’s capabilities, and provided information on the plans of Viseven to improve digital maturity in the pharmaceutical and life sciences industries. “Our team spent three exciting and productive days at our booth at the conference. We’re grateful to represent Viseven, got a lot of new experience, and met many people interested in eWizard,”—Yuliya Sotska explained. Each member of the Viseven team saw many great panels of other companies, connected with many great people in pharmaceutical and other industries, and heard many great ideas about the implementation of advanced technology such as artificial intelligence and automation. On the last day of the conference, Yulia Sotska moderated two panels: Breaking Binary: The Future of LGBTQ+ Care with Liana M Douillet Guzmán, CEO at Folx Heath. Quest of Human Immortality with Joel Jackson, President & Co-Founder of Lifeforce, and Amol Sarva, Managing Partner at Life Extension Ventures. “We delved into some very important topics concerning 2SLGBTQIA+ healthcare with the amazing Liana M. Douillet Guzmán. I also had a fascinating chat on living forever and the quest for human immortality with the brilliant minds of Joel Jackson and Amol Sarva,”—says Yuliya Sotska. Do you need more details about the eWizard content experience platform, or do you want to discuss partnership opportunities with Viseven? Please contact us, and we’ll get back to you shortly.
Viseven at Dublin Tech Summit 2023: Driving IT in Tense Environment Posted on June 23, 2023November 15, 2024 by Andrii Nikulin Summer is here. Viseven embraced its beginning by attending Dublin Tech Summit in Ireland—one of Europe’s hottest B2B events for IT companies—on May 31-June 2, 2023. Dublin Tech Summit 2023 is a massive technology hub that hosted over 200 international speakers, over 150 startups, 80 corporate partners, and more than 200 media from 60 countries worldwide. Industry leaders, innovation pioneers, and technology enthusiasts had a great chance to exchange knowledge, insights, and expertise with each other and get an immense charge of inspiration for the future of IT that will bring many positive changes. The summit covered the latest trends in digital and business transformation, enterprise software solutions, big data and analytics, diversity and equality, sustainability, tech for good, future workforce, artificial intelligence and machine learning, security and privacy, the Internet of Things, 5G, extended reality, metaverse, blockchain, deep tech, investment, and international trade. This year, Dublin Tech Summit was exceptional for Viseven as a Ukraine-based company. It was a big honor for the Viseven team to represent Ukraine as part of the IT Ukraine Association delegation comprised of such companies as Digicode, Jevera, Intetics, Lampa Software, Devlight, Sigma Software, and Itera. For the first time in DTS history, Ukraine had its national booth under the patronage of Larysa Gerasko, the Ambassador Extraordinary and Plenipotentiary of Ukraine to Ireland. At the Viseven section of the Ukrainian booth, the event attendees had an opportunity to meet: Yuliya Sotska, Chief Brand & Communications Officer at Viseven Alina Kononchuk, Events Planning Coordinator at Viseven Oksana Pashchenko, Head of Commercial Operations & Strategy at eWizard Yevheniia Buhaienko, Product Marketing Manager at Viseven The Viseven team had a very saturated agenda throughout all three days of the conference. Along with demonstrating MarTech services for pharmaceutical and life sciences companies at their booth, the team members got to know many different professionals from multiple segments of the IT market and attended several panel discussions. On the second day of the event, Yuliya Sotska, Chief Brand & Communications Officer at Viseven, took part in a panel discussion Ukraine IT Panel: Digitalization of business in times of uncertainty accompanied by: Ihor Polych, CEO at Devlight Vlad Khodzinskiy, Vise President at Sigma Software Group Oleksandr Storokha, Country Head at Itera Ukraine & Itera Poland Mary-Ann Russon, Freelance/Ex BBC (moderator) The panel participants discussed the challenges the IT business in Ukraine faced after the Russian invasion on February 24, 2022. Yuliya talked about the experience of Viseven and shared with the audience the solutions that can help a business to adapt to dire circumstances – if such occur. “In a very stressful environment, you as a company must showcase to your clients your strength, the ability to have a plan, and be flexible about it,” Yuliya says. Despite the dangers and threats caused by the war, the Ukrainian segment of the Viseven team continues to grow and show incredible results by successfully assisting pharma and life sciences companies of different sizes in building their marketing strategies. Need a detailed consultation on Viseven solutions and services? Get in touch with us, and our specialist will write back to you shortly.
The NEXT Pharma Summit 2023: Refining Customer Engagement Posted on June 21, 2023November 15, 2024 by Andrii Nikulin As one of the prominent providers of martech services in the pharmaceutical and life sciences industries, Viseven always tends to know what’s next for content development, omnichannel engagement, and customer experience. As one of the most popular multistage conferences for pharmaceutical and healthcare professionals, the NEXT Pharma Summit is a perfect industry event to do that. The conference connects hundreds of digital marketing and healthcare experts who share their unique knowledge and expertise to accelerate global digital transformation in pharma, improve engagement outcomes with HCPs and other stakeholders, and inspire each other. The Viseven team, comprising Nataliya Andreychuk, Viseven CEO, Anna Malivska, delivery manager, and Olena Volkova, regional director, attended the NEXT Pharma Summit in Dubrovnik, Croatia, on May 16 and 17, 2023. It was two exciting and constructive days full of motivation, acquaintances, and insights, accompanied by morning yoga, sunsets, and the after-party in a magnificent location. The NEXT Pharma Summit had a very saturated agenda that included over 40 panels and more than 60 speakers who touched on diverse topics such as the usage of AI and ChatGPT, women’s health, go-to-market strategies, health innovations, gaining HCPs’ trust, the microenterprise model, and beyond. At their booth, Viseven presented their products and solutions firsthand to the pharma leaders looking for advanced ways of switching from multichannel communication to an omnichannel environment and creating high-quality content for customer engagement. ‘We met a lot of amazing people and professionals from different areas, with totally different needs and perspectives. Our team was very delighted to demonstrate the possibilities eWizard could provide to a pharma company as an advanced content experience platform. And this conference provided us with some great opportunities for the growth of Viseven too’, Anna Malivska, eWizard delivery manager, says. NEXT broadens communication boundaries by linking the entire ecosystem together. In the NEXT Pharma Summit 2023, the representatives of well-known companies, startups, and patient associations had an opportunity to see each other live and talk one-on-one in a highly professional setup. Olena Volkova, regional director in the Estonian office of Viseven, says: ‘I’m excited about how conferences and networking can tremendously stimulate the growth of the industry. That’s the main reason why I love my job. I like the process of sharing ideas. It really inspires us as a team. After visiting the NEXT Pharma Summit, we know better how we can uplift the level of customer engagement at Viseven.’ On the second day of the conference, Natalia Andreychuk, Viseven CEO, participated in a panel discussion called Cut Through the Noise: Engaging & Meaningful Content for Proper Stakeholder Engagements. Along with Almudena Fraga Gonzalez, director of global customer engagement and head of omnichannel strategic planning & implementation at Lundbeck, Adela Schulz, EU rheumatology strategy and operations omnichannel lead at UCB, and Nicole van Zanten, co-president and chief growth officer at ICUC, Natalia discussed many topics that are crucial for today’s marketing pharma and life sciences. The panel hosts talked about the current role of content in pharma, named the reasons for increasing digital maturity, emphasized the importance of personalizing content in the process of stakeholder engagement across multiple channels, and endorsed their views on the future of pharma marketing and customer experience. From her side, Natalia shared with the audience the benefits of using the modular content technique to achieve better engagements with different types of stakeholders in the market and optimize content production. Interestingly, that’s not the first time the Viseven team has visited Dubrovnik to attend the conference as a silver sponsor. The attendees might have seen Viseven’s booth during the NEXT Pharma Summit 2022. Natalia Andreychuk remembers: Our team was at the NEXT Pharma Summit the previous year. It was a very productive time. And it’s even more productive for us this year. I’d like to thank my panel associates and the participants of other panels for making their enormous contributions to digital evolution in pharma marketing. It’s great to be back and feel the atmosphere of this wonderful event. We had a lot of meetings which resulted in several potential partnerships. Want to become a Viseven partner too? Need more details on Viseven products and solutions? Please complete the form below, and we’ll contact you shortly!
Viseven at 2023 Veeva Commercial Summit: Advancing Transformation with Modular Content Posted on June 15, 2023November 15, 2024 by Andrii Nikulin On May 2-3, the Viseven team, including Nataliya Andreychuk, Viseven CEO, Leonardo Sanchez, Account Manager at Viseven US, and Maryna Alekseichuk, Global Head of Strategic Accounts, went to Boston, MA, USA, to attend the 2023 Veeva Commercial Summit. As one of North America’s most prominent conferences for sales and marketing experts in the pharmaceuticals, life sciences, and healthcare industries, the 2023 Veeva Commercial Summit gathered dozens of businesses to accelerate growth and advance transformation. “The scale of the event is astonishing. Veeva united a vast number of top players in the market, innovative startups, and experienced companies into a community that is transforming the experiences of pharma customers. It’s fascinating to see all the changes and be a part of them. We’re excited to represent Viseven as a silver sponsor at the event, and we’re proud to be Veeva’s technology partner,” says Natalia Andreychuk, CEO at Viseven. The 2023 Veeva Commercial Summit comprised nearly 100 keynotes and sessions held across five zones by the representatives of the world’s top enterprises, such as Takeda, Janssen, Novo Nordisk, Bayer, GSK, Moderna, Merck, Astellas, Horizon, Pfizer, Roche, and others. During two days of the conference, field experts shared their knowledge and discussed how to: Build the next-generation medical infrastructure. Create a single source of truth across multiple brands, therapeutic areas, functions, and geographies. Improve coordination and effectiveness between clinical and field teams with a shared view of customer interaction. Leverage capturing, reporting, and actioning medical insights. Set up a marketing analytics framework to maximize impact on rare disease patients and prescribers. Improve a brand’s communication strategies and boost awareness. Boost productivity and streamline field planning. Achieve excellent data quality and streamlined data management. Implement a strong content marketing strategy built on quality, speed, and effectiveness. Over 1,400 attendees got an opportunity to learn the hottest trends in omnichannel engagement, global-to-local marketing, automation, data analytics, medical legal regulatory (MLR) review, and many other topics. “This year’s Veeva Commercial Summit exceeded our expectations. Lots of different companies, lots of great faces, and lots of interesting events to discover,” says Maryna Alekseichuk, Global Head of Strategic Accounts at Viseven. At their booth, the Viseven team personally engaged with the summit attendees and demonstrated the possibilities of the modular content approach based on the integration of eWizard and Veeva platforms. Nataliya Andreychuk, Maryna Alekseichuk, and Leonardo Sanchez connected with current clients to discuss business goals and deepen cooperation opportunities. Also, the Viseven team got acquainted with the employees of companies, exploring the benefits of using the modular approach and looking for the best solutions. “Our goal was to show potential and existing clients how much we can offer in terms of reaching the modular state. We were able to connect with a lot of new people who were already thinking about eWizard as their content authoring tool,” says Leonardo Sanchez, Account Manager at Viseven US. Some of the attendees successfully tested eWizard on-site and agreed to consider the option of partnership with Viseven.
Ensuring Data Protection and Pharma Compliance in Digital Transformation Posted on May 18, 2021November 11, 2024 by Andrii Nikulin Quicker than a storm, a pandemic has left us in a black hole of confusion and uncertainty. On this matter, pharma could be compared to a large ship that suddenly has lost its navigation in a stormy sea of changes that a new wave of digital has brought along. Various regulatory compliance pharma processes were paused, and many companies were looking for new solutions and ways to adjust to the new world. Since then, information security, pharmaceutical compliance standards, and consent management issues have become much more urgent and complex. Events like Next Normal Week exist to give us a landmark on how to navigate such turbulent times. We were excited to be a part of this event and share our expertise on how to secure pharma companies in terms of regulation and management of personal data thanks to the best DCF security standards – one of the hot-button topics of 2023. Read to discover the best practices and technical expertise that provide a robust, hyper-secure ecosystem “trained” to respect information security and pharma content compliance. What is Сompliance in Pharma? Regulatory compliance in the pharmaceutical industry refers to adherence and conformity to regulations, norms, and laws that apply to various processes in pharmaceutical companies, including marketing, operational, manufacturing, and others. The importance of regulatory compliance in the pharmaceutical industry cannot be overstated, since pharmaceutical products and services have a huge impact on public health. Navigating Data Security and Pharma Compliance Challenges Practically all areas of the pharma industry are entirely dependent on patient and HCP data and consent gathering. Pharma companies that are optimizing their content production workflows with organizations like Digital Content Factory in place often face increasing concerns regarding data security, access management, and compliance in the pharma industry. The rapid shift towards digital provides many opportunities for improved content management, but at the same time, it contains a lot of risk of information leakage – which has always been one of the biggest threats for pharmaceutical companies. It comes along with a snow globe of laws and regulations that only grows every year. When people are talking about gathering consent, the first thing they think about is compliance. It includes multiple areas: The General Data Protection Regulation (GDPR) The California Consumer Privacy Act (CCPA) and other regulations. The other important layer is Personal Data Management which includes gathering and storage of users’ consents, usage of systems that help us to get it (Web Forms, CRM systems, and others), Data Flow, Cyber Security, and Data Protection – the essential elements of pharma compliance, consent gathering and other pharmaceutical standards and compliance requirements. User experience (UX) is often overlooked but it is an important point for modern customers who are more than ever concerned with the security of their personal data. This process must be transparent enough, as according to statistics, 95% of customers say they are more likely to be loyal to a company they trust. At the level of UX it is important to provide opportunities for: Consent Gathering (Opt-in, Forms, Notifications); Terms of Use and Privacy Policy; Data Flow; Data Termination (Opt-out, Unsubscribe, Notifications); Right to be Forgotten. With the emergence of Artificial Intelligence, compliance in Pharma has started to change once more. Even though AI has opened a multitude of amazing opportunities, issues related to ethics, safety, and pharma data integrity compliance cannot be ignored. The compliance requirements for pharmaceutical companies are set to shift again, and organizations should initiate the groundwork for new beginnings right now. Even though the future of pharma regulatory compliance is still vague, we know for sure that there will be many new rules and laws that offer better protection of personal data and enhance market governance. The world of regulatory affairs is changing, and everyone is getting ready for what the future might hold for us. In such a highly regulated environment, pharma should apply all digital talents and pharmaceutical compliance management software to handle all processes in terms of data security and compliance management. Additionally, comprehensive training programs should be implemented to improve industry-based regulatory compliance across the organization. Why is Compliance Important in the Pharmaceutical Industry? Security of Medical Database So, how to establish an effective data compliance system? According to the IntSights report, about one-third of healthcare databases stored both locally and in the cloud are currently exposing sensitive patient data. Factors like misconfigured databases present one of the highest risks to security of patients and doctors’ data. The problem is that many healthcare providers have continued to shift data and other assets online without prioritizing investments in cybersecurity tools or procedures to prevent the leakage of sensitive information. Another possible threat is an expansion of the functionality without involving certified developers. In some cases, the limitations of the budget or the wrong choice of tech providers may lead to unacceptable practices, such as reverse engineering or unauthorized extensions, which make data vulnerable. So, it is strongly recommended to involve certified professionals whenever dealing with a licensed system. In terms of access, businesses are increasingly focused on measures like multi-factor authentication. Security-conscious companies may further limit the number of accesses to specific IP addresses and implement manual review or confirmation systems to minimize the risk of data leaks. Security of Content While the question of security and compliance issues in the pharmaceutical industry remains urgent, customers still expect coherent messaging and best-in-class content. The secure production of pharmaceutical content needs a specific protocol of the required measures and regulations. That’s why industry leaders are currently looking for a solution that can automate these processes. When pharma has an idea for a new project, they need an agency to turn it into reality. But it also comes with risks, as a lot of the data contained in the marketing and promotional materials are sensitive for the pharma companies. While meta-tagging greatly simplifies the search for the necessary information in digital asset management (DAM), a much better solution in terms of data security would be establishing access hierarchy. Under this system, each user is provided with a specific level of access to information. Also, to provide additional security when working with content, agencies can sign an NDA agreement and implement monitoring through a briefing tool. This approach improves the outcomes of pharmaceutical-agency partnerships. Even though a comprehensive brief is very important, it’s not always transmitted in a secure manner. It is much more convenient to use tools designed specifically for briefing, and that are built into the platform for working with content. The Brief Tool from eWizard is a valuable platform functionality used by Pharma & Life Science brand managers or marketers to provide comprehensive instructions to production partners. This tool outlines the vision for producing specific assets such as IVAs/eDetailers, Landing Pages, and Emails. It integrates pre-approved content modules and other branding elements, helps to define content structure and design expectations, ensuring the resulting production aligns with the brand’s objectives and guidelines. Consent Management Now, for the most part, the consent-gathering process is happening at the meetings with HCPs. This happens as follows: med rep asks an HCP if they are willing to receive updates from the pharma company. If the HCP is ready to share personal information – the consent-gathering process starts (see scheme 1). After that, all the data is going to the CRM or Marketing Automation system and the HCP starts getting bombarded by traffic from the pharma company. This is the model that is basically associated with the multi-channel approach. The problem is that it does not allow differentiation of the initial interest of the HCP and provides targeted communication where each message presents a real value for the customer. Scheme 1 Where the change of mindset should happen Where the change of mindset should happen Instead of getting a single tick from HCP that they are willing to receive further information on one channel, HCP is getting a full detailed list of the options you are offering as a service. From that moment on, the HCPs are getting targeted information that is based on their initial interest. For example, if the HCP ticks a face-to-face visit, the information goes straight to the CRM system or the Consent Management system, depending on the infrastructure that the company is using. Then, a sales rep can process this information and plan the eDetailer presentation and further activities accordingly. If the HCP chooses to receive a broadcast email, it brings the whole integration with a marketing automation system. HCPs can get various types of marketing information from marketers, contractors, and other people who are in charge of this process. This practically changes the name of the game and gives the customer a broad picture of what they are signing up for and what type of information they can expect from the pharma company in exchange for consent. However, the other cast-iron rule is that the customer, at any minute, has a right to unsubscribe from the information they previously agreed to receive. Another key aspect of changing the mindset in the consent management process is hat with this model, customers have the option to opt out of communication through one specific channel, such as broadcast emails (see scheme 2), while still receiving information through other channels like portals and events. By using this checkbox, the company may deactivate undesirable activities without interrupting an entire communication with the HCP. Scheme 2 This way, we can generate the golden rule of consent management: the customer should always be provided with transparency regarding the use of their data, communication channels used, and meaning behind each checkbox they choose. Which ISO is for the Pharmaceutical Industry? The International Standards Organization (ISO) means that the company has implemented a number of procedures, policies, and guidelines, allowing it to attain robust control and protection over the company’s assets. Thanks to ISO, we can guarantee complete pharma regulatory compliance. There are a few other certifications that pharmaceutical companies must have to continue operating safely and without causing any harm to their clients and patients. Here is a short list of those certifications: ISO 45001 This certification helps create a safe environment for employees and reduces various health and safety risks. ISO 9001 This standard specifies the requirements for Quality Management Systems. Before launching a new pharmaceutical product, it’s crucial to ensure that it complies with all applicable regulatory requirements to guarantee its safety and efficacy, and this is what this certification is responsible for. ISO 14001 With this certification, companies can improve their environmental performance and mitigate environmental harm. Pharma regulatory and compliance guidelines are constantly evolving, requiring many organizations to stay updated with the latest industry standards. Pharmaceutical companies manage a huge amount of sensitive information that cannot be disclosed. Today, the need to remain competitive and provide a secure environment for pharma customers prompts us to be certified against a strictly defined and delineated standard which is ISO/IEC 27001. Viseven has successfully passed the first supervisory audit ISO 27001. Among the main advantages of adhering to the completed pharmaceutical compliance certification norms and pharma compliance regulations are asset protection from leakage, theft, or loss; higher trust from the customers, as well as employees’ confidence. All of this ensures our greater strength in the highly competitive landscape, with clear and transparent workflows, as well as role distribution among our specialists. In case you have questions concerning our expertise in establishing a robust hyper-secure ecosystem – turn to our experts for insights and guidance.
7 hot topics and takeaways from Veeva Commercial and Medical Summit Online, Europe Posted on December 8, 2020November 20, 2024 by Andrii Nikulin What’s the perfect meeting place for pharma marketing, communications and IT professionals to exchange their practical insights and experiences over the past several months? Numerous excellent events exist to express tendencies and ideas, but when it comes to real-world, tangible cases, the first thing that comes to mind is the platform provided by a giant innovation enabler that is Veeva. Year by year, Veeva Commercial and Medical Summit has been justifying its reputation as that single powerful community builder one conference after another – and 2020 is not an exception. Fresh intriguing findings from the world of medical reps, HCPs in the time of crisis, sophisticated, COVID-proof marketing strategies and sudden answers to questions with a long history, such as customer experience in pharma – all of this was wrapped in the format of a virtual event. No single blog post would suffice to describe everything, so let us just look at the seven most intriguing ideas – and suggest viewing the sessions themselves on demand for the ultimate immersive experience. It is definitely worth the time. We at Viseven Group, being certified Veeva Technology Partner, Multichannel Partner and a provider of solutions and services for Veeva users for years, can confirm this from an insider point of view. Setting the scene In the opening keynote to the event on November 17, Chris Moore, President at Veeva Europe, noted one thing that most of us working in and for pharma communications can relate to the year 2020 has been truly special in terms of innovation and creativity. Looking back on these days, we are likely to see them as a turning point that made hundreds of professionals rethink almost everything, from digital tech to value propositions. The changes urged by the world situation will stick around and affect both the “digital haves” and the “digital have nots” – but what are these changes in practice? Two interesting sessions seem to define quite many of the hot topics and ideas that resonated through later panel talks and Q/A’s. One of these was a session with a medical representative and the other an inspired talk between marketing specialists. Together, these two organizationally unrelated episodes make for a perfect exposition of the event. The “fireside chat” with Romain Piccolo, Sales Representative (Respiratory) at Boehringer Ingelheim, was dedicated to the experiences and insights from the fields that only actual reps can provide. No need to say, this year especially such insights are valuable, considering how the tables have turned with digital and remote engagement. Beside the observations on how to engage HCPs in the new remote format in a country like Spain, where the traditions of in-person visits are strong, there are surprising and quite encouraging findings. For example, it turns out the “traditional”, go-to demographics like age have little to nothing to do with the actual digital affinity score for an HCP, with various groups completely ready for the format itself. It looks like in the future, the golden number of, say, 15 visits a day will give place to a golden ratio between different channels in the HCP engagement structure. While trying to diversify that channel mix, however, pharma unlocks yet another challenge, and that is content. While the “how” of HCP engagement is now being secured by nifty solutions – e.g. the HCP being able to request what they want to see, and health centers organizing calls – there is a mismatch between the available and the perfect when it comes to content. Particularly physicians tend to value content that is created by peers (such as key opinion leaders) more than the more commercially wired variety, and of course, more scientific topics is a common wish, not to mention the need to personalize the information that comes to the doctor. The second session that defined the hot topics for the summit featured Melissa Fellner, Global Marketing Director at AstraZeneca, and Veeva’s Business Consulting specialist Leonie Goddard, discussing the journey to digital excellence that AstraZeneca is undergoing. Apart from the vital role that Veeva’s assistance played in adapting to the new digital norm, several other things are noteworthy here. First and foremost, it’s the customer experience. Looking at what other industries now have to offer to the consumer, one cannot but wonder how to emulate that in pharma. Essentially, good omnichannel means integrating the brand offering in the customer’s own lifestyle, and it turns out life sciences are capable of that even regardless of the regulatory environment and other well-known “impediments”. The future of pharmaceutical communications, according to that view, is determined by factors such as deep customer insights, integrated campaigns and dynamic segmentation. These, in turn, equate to supplying personalized content (content again!) across an extended, modifiable channel mix that includes digital services from pharma. With handy tools that provide the next best actions and prompts (for example, to the medical representative as the engagement orchestrator), brands can arrive at the stage where they deliver carefully tailored experiences that can be measured and perfected along the way. Below are seven ideas that were partially outlined here, as expounded in other sessions in more interesting detail – ideas likely to influence 2021 and the years to come. 1 Let the HCP decide! In the eventual turn of events (even if we don’t think of the pandemic for a moment), letting the HCPs themselves decide to a bigger extent what they want to hear from pharma proved inevitable. This attention to what the HCPs themselves experience and feel is noticeable even as one looks at the summit agenda. On Day 2 of the event, several sessions were specifically dedicated to listening to practicing healthcare providers, one in English, one in Spanish, yet another one in Italian. Companies have been relaxing the messaging intended for those medical professionals most under pressure from the coronavirus, and adapting the tactics for the rest, which is just an extension of a trend that emerged earlier on: recognizing the importance of the audience’s choice. As a climax of this development, Veeva introduced a solution called MyVeeva for Doctors in a session led by Paul Shawah, Senior Vice President for Commercial Strategy, and Chris van Löben Sels, General Manager, MyVeeva for Doctors & Veeva Labs. The idea behind MyVeeva is simple and powerful – a single app intended to make it easy for the HCP to connect with pharma and search for reps or MSLs. Once invited by their representative to use the app and successfully registered, the HCP can not just communicate with that particular rep in an in-app chat, exchanging files and messages, but also find other representatives, as well as schedule meetings and enjoy a number of other services, including digital leave-behinds, patient resources, samples and more. 2 Meet the hybrid engagement model While in March it may have seemed that remote engagement is the eventual horizon for everything and everyone until COVID-19 is a chapter in history books, the actual practice proved otherwise. Human interaction in F2F mode is extremely difficult to eliminate from the equation, and frankly speaking, it is not to be eliminated entirely. On the other hand, the restrictions and safety considerations have opened the potential of other channels, leading to the emergence of a “hybrid” model – with some touchpoints occurring at rep calls as before, and others either orchestrated by the rep or done via non-personal promotion and led by the marketing teams themselves. In his presentation, Giovanni Luca Merlotti, Head of Global Multichannel Execution, Sanofi Pasteur, explored the intricacies of balance between the rep-driven channels versus the HQ-driven ones in the mix. Eventually, such a mix is intended not just to expand the reach and increase the frequency of interactions, but also strengthen customer engagement as such. Remote detailing, as empowered by Veeva solutions, plays a crucial role here, and so does content. A similar sentiment can be observed in the strategy discussed at another session featuring, among others, Adela Schulz, Multi-Channel Customer Engagement and Digital Transformation Lead at MSD: decisions now have to be made what topics should be discussed F2F, and which ones online. This measure was the result of the crisis, but its consequences will naturally extend into the future. Another participant of that same session, Anna Casanovas, IMCM Business Integration, Bayer, supplemented the topic of agility in life sciences’ communication strategy by emphasizing the need for personalization and modular content. 3 Customer experience, 4 Value proposition, and 5 Push and pull At the current stage of omnichannel development, pharma is in the position where other industries can provide an insight into how customer experience can be furnished in better ways. However, there is obviously no single set of pre-packed ideas and solutions, since industry specifics plays a major role. There is much room for creativity, and a lot of questions to be answered, especially when it comes to the regulatory nuances and sensitive topics. However, is this the real blocker along the road to great CX? An attempt to split the problem into manageable chunks was made by Victoria Serra Gittermann, Principal Consultant, Business Consulting, Veeva, in her presentation titled The Six Imperatives of Great HCP Experiences. The analysis started with identifying the six common blocks that impede building a successful CX for the physician audience. The first of these is the desire to exert too much control over the dialogue and formalize the customer journey, essentially robbing the HCP of the opportunity to make choices. A frequent mistake at the initial steps of omnichannel implementation, this is typically solved once the engagement model moves to the next step of maturity, not least due to better data work (see below). Another problematic point is a value proposition that is inherently narrow because it focuses heavily on the product itself, instead of offering something broader and “growing” from the actual working practice. At the same time, this leads to lack of transparency about the objectives of communication – a known detriment to building trust that the reps’ personal qualities only partially bridge. One more blocker that stems from here is the “mass content coverage” practice from yesterday’s playbooks, with insufficient personalization and targeting. In practice, this entails the focus on “push” tactics rather than creating enough “pull”. Finally, if you add the limited coordination and governance around customer engagement, siloed workflows and lack of agility in the processes, the picture becomes complete enough for the problems to be solved. To untie this knot, the presenter suggests six imperatives: Move from static to dynamic insights (behavioral/attitudinal segmentation, dynamic customer journey mapping, etc., content tagging) Align value proposition to customer needs (targeted key messages, focus on health outcomes) Build trust (transparency, consistency, doing the right thing over time, shared purpose, ecosystem, evidence) Making it easy to engage, on the customer’s terms (channel integration, predictive analytics & next best actions, automation) Make it personal (Modular content, metrics and tagging, content automation) Build a customer-centric operational model The need to work on a broader definition of value proposition was also emphasized in the session led by Suzy Jackson, Executive, Life Sciences, Accenture, dedicated to the impact of COVID-19 on the digital field model. One of the key findings cited was that in the light of current changes, pharmas are starting to “…redefine their relevance… and healthcare providers are seeing the value.” However, this particular session also contributed interesting insights to illustrate the next point. 6 What’s there in-house? Take stock of your processes, capabilities, and skills The need to build in-house digital capacities is a recognized one by now. After all, convoluted processes, reliance on too many external agencies and subcontractors, together with silos, have long stood in the way of even the most ambitious projects. Of course, no one talks seriously about transferring all the digital activity inside the organization – rather, it is now the matter of flexibility, ownership and agility. Notably, much has been spoken about pharmas’ in-house talent in terms of data management. This is an extended topic that would require an entire blog post all to itself even if only to scratch the surface. Here, we can mention such sessions as Bayer: Advancing Digital Transformation with Data & Technology with Elie Dubrulle, CRM Project Manager at Bayer Healthcare, and Angela Genco, Head of Integrated Multichannel Marketing & Sales, Bayer Italy. However, it is not just with data strategy that a revisioning of in-house capacities can lead to good results. Turning back to the Accenture session mentioned earlier, an interesting insight was revealed: when a medical representative has the autonomy to send an Approved Email with a link to pre-selected content, impactable sales rise by 7%. Is this about content? Yes. Is this also about letting more flexibility into the working model and allowing decisions to be taken in a multi-level pyramid? Definitely. Does this presuppose educating the workforce? Of course, it does. New governance and process models are also beneficial in the realm of content, to be sure. This is, however, just a small part of how content work has changed. 7 What does the perfect content look like? Any equation for communication excellence will necessarily involve the content variable. What’s the catch? The very fact that content is, in fact, a variable – because each HCP’s needs are that, too. But then, how do you ensure the content you deliver is flexible enough to function as such? A presentation by Puneet Srivastava, Content Strategy Leader at Bayer, explores the ins and outs of content excellence as it is available to Veeva users. In an intriguing classification, the different types of content are placed along two axes: “Long” content – “short” content and “Active” content – “passive” content In this way, one may characterize, for example, remote and face detailing and webinars as “long-form” and “active” (with real-time HCP involvement and interaction), websites, ebooks and videos as “long” and “passive”, and email/SMM as “short” and “passive”. However, there is one missed spot, and that is the one offering short and active engagement. This, in practice, corresponds to the new content consumption patterns and requires even more interactive materials to be designed and deployed. How to enable content production and circulation at such rates? The answer lies with processes, governance and tracking. Plugging together strategic content creation, on the one hand, and content publishing, on the other, presupposes rethinking the way content itself is handled. Much has been spoken about, and already implemented, in the realm of modular content for life sciences. In essence, the materials circulate as flexible topical units that can be assembled into channel-specific templates, which allows for better, more meaningful tracking – and easier governance and MLR procedures (you can read more on this in our previous publications, since Viseven has been among the pioneers of the approach and covered this topic extensively in first-hand accounts). Back to the presentation, with the modular strategy in hand, Bayer is able to ensure not only the right structure, but also a well-defined content taxonomy and tagging, pinpointing performance indicators and tracking, and a standardized content supply center. All of this allows the company to maintain a high level of informational value offered to its vast HCP audience across channels and along the axes of the content-based touchpoint spectrum. This overview is just scratching the surface of what was discussed at the event. You can request video recordings of the sessions that interested you on-demand at the official event page. For all purposes linked with Veeva expertise, related services and collaboration around Veeva ecosystems, feel free to address Viseven team as a certified Veeva partner.
Key Takeaways from IQVIA TechIQ Global Virtual Conference Posted on November 13, 2020November 20, 2024 by Andrii Nikulin This autumn, innovations are on the lips of almost every major pharmaceutical conference. IQVIA TechIQ brought together more than a thousand experts from Abbvie, AstraZeneca, Bayer, GSK, Novartis, Roche, Salesforce, and other global pharma and tech leaders to share their experience in orchestrating outcomes for the life sciences industry. The changing environment has redefined and accelerated the role of digital transformation in the day-to-day approach to healthcare. That’s why the development of lifesaving therapies through virtual and digital channels had become front and center of the event. Let’s dive deep into the hot topics discussed at the premier TechIQ Global Virtual Conference. How the voice of the patients boosts brand success Effective communication and understanding of the patients’ needs is a challenge. Digital technologies are getting more involved in the healthcare sector, and now patients want to be treated in a more personalized manner. The modern healthcare approach goes beyond the pill and revolves around smart disease management. It is crucial to target the right patient and provide support and encouragement at the points they need it the most. That’s why one of the recurrent themes of the TechIQ conference was awareness, adherence, and market intelligence that boost brand success. During one of the sessions, AJ Ploszay, Ph.D. Vice President, Digital Strategy IQVIA Technologies emphasized the point: “I think we all know that a growing priority for life sciences is to embed and amplify the patient voice across the entire value chain of medicine development. Here at IQVIA Technologies, we are trying to do the same thing. As part of this ambition, we want to learn how to build trusted relationships with patients”. It is hard to disagree considering the number of challenges that brand managers face these days. According to the conference data, 25% of drug launches didn’t reach 50% of the sales target during the past 8 years. To achieve better results, pharma companies strive for greater patient centricity and a deeper understanding of patients’ routine needs. “The clock is against the brand manager. There is a huge pressure to make a successful drug launch and the amount of time they have to do this is continuously shrinking” – Martin Collyer Global Head, Orchestrated Patient Engagement IQVIA Currently, both HCPs and patients are bombarded with all sorts of information that is becoming harder to differentiate. Non personalized communication and gaps in daily interaction of patient and healthcare provider often result in poor patient adherence and impose another challenge for a brand manager. Hence the growing urge to integrate more and more data about the patients into customer engagement strategies. The question is how to reach the target audience at the right time? The target is to give them differentiated and applicable information and provide services they need at the time. In that sense, the rise of artificial intelligence is multiplying opportunities for life science companies as 85% of executives say that AI is advancing faster than their organization’s pace of adoption. IQVIA TechIQ Conference revealed the power of artificial intelligence and machine learning for HCPs engagement at its best. One of the sessions conducted by Paolo Molinari, Senior Principal, Commercial Effectiveness, IQVIA, addressed the role of advanced analytics for connected commercial platforms. One of the takeaways of this session is that AI helps to address the current challenges in commercial analytics faced by global teams in pharma. It also lifts the veil over the role that AI/ML algorithms played in the development of comprehensive solutions that will have a significant impact on healthcare management in the future. The conference addresses the AI and ML technologies as those able to change the outcome for the patient. One such solution is patient communities that integrate AI/ML, real-world data, transformative technologies, and advanced analytics. Patients are moving to more digital avenues and looking for holistic engagement. Accordingly, the engagement techniques must speak to the customer directly. Connected AI/ML-powered Commercial Insights Apps provide a single predictive view through: Identification of the target patient Filling gaps in performance to maximize brand success across HCPs and patients. Providing alerts to target the right HCPs at the right time Channel optimization Submitting predictive metrics and smart segmentation. AI/ML algorithms extract information from medical records, free text, and chats to establish patients’ journeys in real-time. Meanwhile, сommunities provide clinical, social, and emotional support when and where the patients need it. When patients are starting to take medicine, they have plenty of questions. Martin believes that all of them can be answered inside patient communities that provide personalized experiences for patients through the use of AI and ML. Inside they interact, ask questions, share information, and getting more involved in their healthcare program. In other words, this technology has the potential to become a single source of truth for the patients where they can get an answers to their questions from the right people at the right time. They help to embed the patient’s voice into customer engagement strategy and augment patient support programs. How to Thrive in the New World of Hybrid HCP Engagements The highly changeable pharma landscape creates competition for the most diverse digital HCP engagement models. Another urgent topic of the conference was how the pandemic has redefined and accelerated digital transformation. The industry is slowly but surely moving towards hybrid interaction models. Commercial teams and creative agencies are racing to adjust to new modes modified by the COVID crisis. COVID-19 prioritized virtual engagement, but it seems that doctors have also fully appreciated remote communication and the flexibility it gives. These tools have proved to be those that can reduce sales costs and increase the efficiency of communication – which is relevant at any time. IQVIA’s customer engagement model is built on a trusted and valued HCP relationship. They build this model on three pillars – extensible platform, omnichannel optimization, and orchestrated relationships. They consider remote communication in 4 aspects – remote interactions, virtual events, and webinars, HCP portal, communities. Another point is that transition to remote engagement is quite challenging. The main obstacles are usually as follows: Disconnected and siloed system Lack of tools for remote work Lack of time Lack of previous experience Hard to scale Adjusting to policies & regulations No single source of truth How to handle the shift to remote engagement and drive innovations through technology partnerships Up to this point, virtual engagement had not been well-established in the pharmaceutical industry at all. Changes of this nature always require new models of work and readiness to adjust quickly and cost-effectively. The question is how to provide a safe and cost-efficient transition for your organization? HCP engagement is a complex area where many components come together. It requires both the precise work of creative minds and technological solutions at a fundamental level. That is why, among other things, collaborations were the central theme of this conference, namely, how to drive innovations through technology partnership. IQVIA OCE ecosystem is built on the base of the Salesforce platform. Their relationship was established in 2004, since then, IQVIA is one of Salesforces’ largest customers and industry partners. This type of partnership guarantees that information can be shared across the enterprise, driving actionable insights and tailored, relevant interactions with customers. “We aim to build an ecosystem of partners and developers to continuously enhance the OCE ecosystem and quickly deploy its capabilities to the customers.” – Manish Goel General Manager Customer Engagement GBU Together with IQVIA, Salesforce launched the first clinically-focused technology solution suite for life sciences on Salesforce health could. One of the purposes of this solution is to build stronger connections between patients and clinicians. This suite contains valuable R&D insights from AI and ML. In 2021, pharma business is going to focus more on collaboration between organizations. The technological partnership of IQVIA and Salesforce is the reflection of cross-enterprise collaboration that will help digital agencies to tackle global challenges by joint efforts. IQVIA + VISEVEN IQVIA is a great partner for pharma and everyone involved in the health sector. The end-to-end capabilities of IQVIA and their leading could technologies constitute significant competition in the innovation market. The content produced by Viseven Team or exported from eWizard is perfectly compatible with IQVIA system requirements. Viseven is proud to be IQVIA’s timeproof Content Partner. Together we create and manage content to deliver customer success. Our approach to partnerships implies long-term relationships with robust technology leaders such as IQVIA, Veeva, Salesforce, Adobe Experience Manager, etc. We turn to partnerships and collaborations as a strategic move when navigating the challenges in life sciences. We invite digital agencies to join the community of our partners to achieve common goals, fuel greater achievement and augment our capabilities. Viseven can help achieve digital excellence for pharma companies in many different aspects of the omnichannel strategy. We will help you to build an elaborate omnichannel architecture that you will be able to expand gradually and get the expected outcomes for your brand. Don’t hesitate to contact our experts for insights and guidance to drive pharmaceutical innovations together!
5 highlights from Veeva Commercial and Medical Summit Online 2020 Posted on June 29, 2020November 21, 2024 by Andrii Nikulin There is nothing special about the fact that a summit hosted by the pharma digital tech giant Veeva is special every time. The North American edition of the Veeva Commercial and Medical Summit 2020 on June 9-10, however, was even more noteworthy. This was not just because of its online format or the very slowly dispelling shadow of COVID-19 lockdowns – but also since so many relevant topics were addressed from a practical point of view. Modular content, AI, digital engagement, customer journeys, omnichannel, data integration – over the past years, these topics were presented at pharma events from a theoretical, somewhat idealistic position. This time around, we are seeing a whole bunch of more practical takes on these. The seed of new tech-inspired visions seems to have come to fruition at last. Much of the content from the summit (except the roundtable talks) is still available on demand until July 8 on the official event page. Now, this would be too bad of a spoiler for the audience to give away everything we the Viseven team have appreciated about the sessions – and this would take at least 5-7 blog posts like this – so here are just the 5 top highlights for your consideration. Our own experts have more or less unanimously agreed that these will have the most impact on the way digital pharma will run engagement campaign and manage content in the coming years. Before we take the plunge, though, let’s have a very brief overview of the topics that defined the summit and its atmosphere. Veeva Summit Online: a bird’s eye view One of the recurrent topics at the summit was (naturally enough) the forced transition to different forms of remote engagement when interacting with HCPs and other stakeholders. With the “new normal” being the buzzword of the year so far, its meaning for pharmaceutical marketing and communications is more or less clear: it is time start that digital multichannel engagement already. With the new accent on remote eDetailing, online events and Approved Emails, enterprises are trying to discover digital engagement that is as personal as the F2F rep calls. An anxious-looking question on whether or not Approved emails can really be considered personal engagement (posed at one of the sessions) was a perfect illustration of that eagerness to stay in contact. Further delving into the issue was done in a session by Crossix on “bridging the gap” between personal and non-personal promotion. As part of the commercial operations flow within the summit, Mark Fleischer, CEO Physicians World, Veeva, delivered a presentation on virtual events organization, including the choice of content and platform. This, naturally, makes the companies lay more accent on customer engagement strategy – in an effort to avoid simply aggregating digital channels and look at the way it looks from the customer’s perspective. Jennifer Turcotte of Salesforce presented a practical take on building automated customer journeys. On the other end of the spectrum, an entire session (led by Veeva’s Ian Hale) was dedicated to the relevant metrics throughout the content lifecycle. Measuring content performance was an idea that reverberated across several superb presentations, including a take on modular content by Jay McMeekan of Bayer (accidentally, also the highlight #3 in this list, see below). An interesting moment was letting an HCP have a say and describe their perspective on digital engagement – in a Q/A session with hematologist/oncologist Andrew Moore, M.D. Another big question was data. The current situation requires a more progressive approach to insights – and approaches are not something that is solved in terms of CRM metrics alone. In Jay McMeekan’s words, Compared with other industries, and pharma in other countries, U.S. pharma has a preponderance of data. But for the most part, it’s not about access to data, it’s more about ho w to use it – and how we plan our engagement, taking into account that information, and not just using it as an afterthought, or justification for an outcome. An entire section of the event was dedicated to data and intelligence issues, with sessions on Veeva OpenData, Vault API use for data exchange (a topic that fascinates IT departments), as well as a marketer’s and strategist’s take on customer reference data from Biogen. A Veeva Data Cloud Overview (including planning, patient segmentation, commercial analytics, AI, territory design, targeting, and incentive compensation) on Day 1 should be noted, as well. Of course, this is by no means an exhaustive overview of the summit – with still more on commercial operations, expanding role of the rep, Veeva Nitro, compliance and Approved Notes worth noting for all those who plan to request the summit sessions. Meanwhile, let’s move to the highlights that impressed our specialists and are most likely to produce long-lasting impact. #1: Best Practices for Approved Email Success (roundtable) Approved Emails, Veeva’s own service for rep-triggered email messaging, has provided pharma with a way to sidestep the shrinking rep admission rates and keep up the frequency of interactions even before the pandemic. Now its relevance has skyrocketed for Veeva users, who are increasingly interested in, and aware of, the possibilities of this tool. This roundtable featuring Cindy DiNitto, Manager, Commercial SMB Customer Success, consultant Amy LaForgia, and Maria Ruoto, Senior Customer Success Manager (all Veeva professionals) reveals the key points about the service and channel. While Approved Emails present the way to maintain contact and is easily combined with other channels, recent months have seen increased use, not only with the traditional cases but also as a way to invite the HCP to a remote meeting. On the other hand, there is the problem of overloading the target audience. Email is a great channel as long as it is not annoyingly frequent. Everything above a certain saturation level turns it into spam, which is a great concern. According to Cindy DiNitto, It’s not like, “wow, I have all these templates on my iPad, let me just start sending these out”, it’s really having use [case] based training for your field so then you know when is the good time to send that email. Although (or even because) the system does not impose any hard limits on the amount of emails sent (only a warning message), field reps have to be trained in order to develop a sensitivity as to when sending an Approved Email is appropriate. We can add that this is, in fact, one of the staples of omnichannel thinking – operating in terms of touchpoints – applied to CRM field activity. Of course, there is also growing interest in the possibilities of personalization, such as free text fields in the templates. That factor draws in its “evil twin”, namely, the need to track and maintain compliance. As mentioned by Maria Ruoto, among other things, a good practice is setting restricted words for free text inputs; however, the truly best practice is providing adequate change management to allow reps feel in control while keeping compliant. #2: Automating Claims Management with Novo Nordisk (Session and Q/A) A core claim is an object that represents a piece of information, e.g. “Brand® demonstrates 48% higher efficiency in eliminating long-term effects of [condition]”. Besides the text, this object holds fields for supporting data, obligatory and desirable references, maybe diagrams and additional meta information (from text variants to notes as to how an agency should place this claim on a slide or email they develop). Managing claims is new and promising approach in pharma brand messaging, and was discussed by Bernie Klemmer, Director Marketing Operations at Novo Nordisk in a session and Q/A at the summit. At the time of writing this, his team is in the process of approving the first batch of such claims – the first stage out of four in a process of implementing this innovative mindset. Apart from, obviously, achieving greater consistency and compliance with medical and regulatory, the approach allows to streamline MLR review and make it easier and quicker for agencies to create compliant content. Once the claim document template has been developed with brand team and MLR, it becomes possible to build a library of preapproved claims for such use. Potentially, this allows for more advanced tracking, as well. At the initial stage of implementation, the pilot stage, Novo Nordisk singled out just one brand and one audience to test the approach and identify possible points that require attention. This involves, among other things, enhancing the claim object with fields to hold data for size and placement, additional text, footnotes, (optional) required or related diagrams, etc. At the second stage, more organizational questions are solved, covering the approval of text variations, expiration procedure for claims, etc. Overall, this approach is very likely to be adopted (with variations) across the industry, since it responds to pharma’s inherent MLR review issues and presents good opportunities to solve them. #3: Impactful Customer Engagements – Making the Modular Content Connection with Bayer (Session and Q/A) Modular content is a huge topic in pharma marketing circles right now. A module is essentially the molecular unit of any content – a claim (as in #2 in this review) plus a component or component group (an image, diagram, chart, etc.) that illustrates it or provides context. Such a building block is essentially channel-agnostic and can be featured in an eDetailing presentation, an email, a website, banner, or any other digital content type. This approach is now revolutionizing the way marketers and agencies work with content, with great benefits in terms of cost efficiency and message consistency. Jay McMeekan, Senior Director, Digital / Multichannel Marketing at Bayer, with his characteristically pragmatic take, starts addressing this issue with data. We have already quoted this session above: the way pharma uses insights is a more pressing issue even than where to obtain them. McMeecan continues along the following lines: how do you know if the content your organization pays for is performing well and resonates with the audience? In an analogy with personal finance planning, he proceeds to compare content with expenses and channels with payment methods. If you really want to track the ROI of your content, you have to be able to look beyond single channel and converge data: You need to begin with a clear measurable goal from the start, or you will never be able to access your performance against your expectations. Especially if you only rely on historical sales data or market share. Waiting until you get your credit card bill to know if you can pay it? I think we can all agree it is not a sustainable financial strategy. To this end, content modules created must be channel-agnostic and easy to use within different content types. This allows for an additional source of cost efficiency: not only is duplicate agency work eliminated (as predesigned modules are mixed and matched), but the marketer makes sure and continuously tracks that only the content likely to perform well is produced. This assessment of customer engagement in real time is made possible by a clear, hierarchical tagging of modules. Each module comes with a tag composed in a certain predictable was that is unified across the organization. We shall see in the very near future how this approach evolves further on – and it will be interesting to say the least. Our own expertise building modular content strategies for our pharmaceutical customers at Viseven has so far yielded impressive results and the concept is constantly improved. For more on modular content within this article, see the bonus section below. #4: Compliant Content to Support the Customer Journey (customer panel with Roche and BMS) This customer panel featuring Samantha Knott, Global Customer Operations Lead at Roche, Cara Pellegrini, Senior Director, Business Practices Group at Genentech (A Member of the Roche Group), and Dinesh Salvi, Head of Enterprise Veeva and Commercial Systems at Bristol Myers Squibb, and led by Pooja Ojala, Vice President, Commercial Content, Veeva, was an ambitious endeavor. In about 45 minutes, the participants managed to cover their organizations’ approaches and solutions to current issues with commercial content and operations – an impressively wide topic with dozens of possible starting points. In this case, the starting point chosen was a systematic overview of recent effort, starting with situation and challenges, through solution and outcomes for each of the organizations. The result was a panoramic view, with some of the challenges and aspirations overlapping. A focus on evolving the operational model is present across the companies. Among the challenges Roche encountered and solved was the huge decentralization, with notable silos, e.g. between commercial and medical – and no dedicated project resource. At the same time, BMS aimed at resolving the challenges of competing priorities and changing marketplace. The two stories coincide in their solution – namely, evolving operating model. The ways to achieve this were different, but sometimes involved thinking along similar lines. While Roche and Genentech supported this with end-to-end content management (and not just facilitating the MLR), Bristol Myers Squibb, too, made an effort to control and streamline the entire content lifecycle. In this latter case, the modularization (“atomization”) of content was also involved. #5: Veeva Andi Roadmap (yes, it is AI in your CRM) Veeva Andi is an AI embedded in Veeva CRM to make next-best action suggestions. As exciting as it is by itself, considering how this can enhance field performance with the ability to process loads of data, there is even more to help pharma users facilitate the workflows. Brian Mahoney, Practice Manager, Digital Field Engagement, Veeva, unveiled several key points about the roadmap for the upcoming Veeva Andi features. The roadmap was presented along two principal lines – (1) customer touchpoint optimization, and (2) making AI easier. With the power of data and intelligent suggestions, Andi is “poised” to offer additional digital channel models based on the analyzed interactions, as well as suggest what content will engage and perform better. Additionally, such features as weekly top territory insights and targets and models and traits for field users are supposed to be added later on. In terms of facilitating AI use, Andi is going to be more than a smart “black box”, with the possibility for the user to choose data sources in Cross Data Source Logic Agent Builder, as well as look inside the process and take a more proactive stance with a suggestions editor. This is by no means an exhaustive list – more functionalities covering samples and Marketing Cloud integration, to name a few, were also announced. One interesting observation When looking at the discourse in the pharma communications and tech circles over the past year or so, an interesting observation can be made. Business rules, workflows, people and skills, tech, content and strategy – all of these factors are now finally being treated in conjunction that they deserve. People have started talking holistic – and taking steps towards a holistic approach, where tech is part of the equation, as is everything else. At the same time, the very tech used in pharma has become more integrated and integratable – gone are the days when business unit heads had to break everything they had in place into pieces in the name of innovation; today’s technology is plugged into the existing business models. It adapts itself – and slowly, painlessly transforms the organization from deep within. + even more on modular content and how to start Modular content is an example of such a mindset. While enabled by tech solutions, the concept of modularization is a response to needs and challenges at multiple levels. Content reuse and repurpose possibilities boost cost-efficiency; the approved and redistributed nature of modules circulating across the company’s ecosystem facilitates MLR and improves agency workflows; core claim tracking enables greater data – coming full circle at ROI again. How do we know this? Viseven team has been among the enthusiasts and pioneers of modular approach and has successfully implemented it with a number of global pharma and life sciences customers. For example, a recent case demonstrated speeding up MLR all thanks to a modular content authoring solution integrated with Veeva Suite. This is where we as a Veeva Technology Partner help start with modular content approach. eWizard content authoring solution not only supports the creation of modules, but is integrated with Veeva, provides the possibility to dive into deep editing directly from Vault PromoMats, serves as a connector between Veeva and systems like Salesforce Marketing Cloud. You can see how easily all of this is done in practice in a set of videos showing the functionality and workflows – the shortest possible guide into starting out with modular content. Additionally, have a look at what eWizard platform can offer you to streamline Approved Email production and approval in Veeva. Select one of the sections below to access the overviews.
Veeva Commercial & Medical Summit 2019 – key takeaways Posted on December 31, 2019November 21, 2024 by Andrii Nikulin With over 600+ customers from across pharma and biotech that Veeva Systems provide with cutting-edge tech solutions, it’s small wonder that an event like the Veeva Commercial & Medical Summit draws attention. It’s what one could call a whole universe of tech-savvy organizations – the Veeva universe, and in early December, over >1200 of life sciences professionals were exchanging insights in Barcelona. Viseven Group, as a Full Service Veeva Partner, could not stay aside – so here are just some of the key points we feel were the essence of the event. Stakeholder and customer engagement, data and CRM excellence, as well as sophisticated approached to content management – here are the highlights that still resonate with us several weeks after. @veevasystems greeting all the partners #vecms. Being a part of this truly inspiring and innovative community is an honor! #modularcontent #innovation #DigitalTransformation @viseven_CLM @eWizard_app pic.twitter.com/nhuFLKiZTf — Oksana Matviienko (@MatviienkoO) December 3, 2019 Across Veeva, in brief One of the major strengths of Veeva is that it constantly expands the range of products and services it provides, so as to cover the entire spectrum of organizational needs. The opening keynote by Arno Sosna, General Manager, CRM, demonstrated this fact quite neatly, even though CRM is just one direction of work: What’s working for you? Arno Sosna, General Manager, CRM #veeva #VECMS pic.twitter.com/MwHoxD1G6v — Kate Pain (@katepain) December 4, 2019 The various parts of Veeva Systems provide practical answers to the questions of marketing, sales, medical and service, engaging various stakeholders with a set of tools. The summit included a number of “deep dives” and “mini theaters” dedicated to the various solutions and services, such as Open Data, Vault PromoMats and Vault MedComms, as well as Veeva CRM Engage Meeting. The outcomes of these solutions have been quite spectacular, as well, notably 88% increase in sales productivity with Veeva CRM, 75% reduction in content approval time with Vault and 95% saving in admin time with Veeva Align. Talking about real-life outcomes from @veevasystems at #VECMS in Barcelona. Great job!? pic.twitter.com/BeBm7g1SLH — eWizard (@eWizard_app) December 3, 2019 It’s about data, really… In an intriguing case study, Philippe Houben, Global Head of Data Excellence, Boehringer Ingelheim and Rebecca Silver, General Manager of Veeva Open Data, discussed the model of what Veeva calls “intelligent engagement” based on a data-driven culture. The Veeva solutions at play here are Open Data, Nitro, CRM MyInsights, and Veeva Network. In the “intelligent engagement” approach, three stages of the process were identified, going from data through insights to actions. For each, specific concerns exist: at the data level, it’s digital and F2F interactions and consent management, as well as reference data. When the data become meaningful insights, such as channel preferences and product usage, it’s time to present value. Actions are then taken at an individual level to improve customer experience. This is where data quality becomes crucial: If the data isn’t right, nothing else matters. – read one of the slides in huge letters. Another successful example of the “intelligent engagement” approach was presented by Parker Richardson, Director, Content Strategy & Standards at GSK. The essence of the “customer experience activation” is making real time decisions with the help of insight-powered intelligence, which in the end allows to provide more personalized customer experience. …and customer engagement is what you need that data for… It’s hard to disentangle data and customer / medical stakeholder engagement from one another – but the event organizers did it just to provide more structure to the summit, with Digital Engagement Track and Medical Stakeholder Track in the schedule. The topics in these largely formed a sort of dialog, providing answers to questions raised in each other. This connection was demonstrated by Gerard Arnhofer, Vice President, Head of Integrated Multichannel Marketing at Bayer, in his presentation on delivering value to customers: Formula for change from @arnhofer = define opportunity + set strategy + communicate how strategy will be operationalized + a bit of luck #VECMS pic.twitter.com/BGQoIEzYr9 — Philippe Kirby (@PhilippeKirby) December 4, 2019 Although in the Data track, the insights had to do much with customer engagement, involving both questions of customer centricity and the use of Veeva Open Data. The topic was also developed in a case study from Novartis, dedicated to transforming the customer approach: #pharma #mcm vs other industries … many ways of improvement needed as the market is changing #VECMS #customerjourney #customerengagement pic.twitter.com/9r1jZzJ5BC — Alexander Frenzel (@A_Frenzel) December 4, 2019 In the modern, “Uber-connected” world, life sciences can learn something from other industries in terms of engaging customers, with interesting points being 2-way communication, consistency and quicker content creation. Which bring us to the next point… …which you will attain with content… Content is the fuel of any strategy, and making sure it is produced relevant and consistent with the insights received is vital. The amount of content (eDetailing presentations, emails, websites and landing pages, etc.) is growing in an almost perfect geometric progression. This can be seen, among other things, in Veeva Vault PromoMats statistics: Some stats from #VECMS We are creating and reusing more and more content than ever before #modularcontent #multichannel @eWizard_app @veevasystems pic.twitter.com/XSl5MJQDpd — Oksana Matviienko (@MatviienkoO) December 3, 2019 With that multiplication, the need arises to take up smarter, more integrated approaches to content. Attempts to unify content-related processes and establish working global-to-local management workflows are being made very actively. For example, Christian Scheuer, VP Commercial Excellence & Affairs, LEO Pharma, presented a characteristically integrated approach. At the data/insights end, the system is powered by a BI platform (One Way) absorbing data from sales and Veeva CRM activities. CRM has one global configuration to facilitate this. At the same time, content is created based on the insights received as Global Master versions pushed to Veeva Vault Brand Portal. The best looking presenters 🙂 with a very interesting presentation on #pharma #marketingautomation #VECMS pic.twitter.com/RTH2nkqX3H — Alexander Frenzel (@A_Frenzel) December 4, 2019 Visual aids are the “basic setup”, while email and other channels (e.g. Veeva CoBrowse) are add-ons.The cherry on top is the integration with Salesforce Marketing Cloud that allows, among other things, SFMC activity from mailing campaigns to appear on the Veeva CRM activity timeline, while managers also use SFMC Journey Builder for personalization. These integration efforts are being made for a reason, and it’s a good thing Veeva supports them. In the long run, there is already a vision of a new model of content management – one that several companies have adopted as blueprints, and we at Viseven have recently endorsed, as well. …managed in a completely innovative way. There has been talk of modular content. This strategy has been developed as an answer to long-standing content management hurdles, including approval, reuse, personalization and time-to-market. In short, the essence of the approach is thinking about (and creating) content in the form of flexible multichannel modules that can then be combined to create content assemblies (presentations, emails, web content) adjusted for local markets – with a hefty amount of automation thrown in. (Here is a more extensive perspective.) Steps are being taken to ensure this already. Morten Kruse Sorensen, Global Director, Multichannel Excellence & Operations, Novo Nordisk, has presented a practical case study illustrating the process of establishing modular content processes. Instead of struggling to “feed the beast”, the organization establishes an ecosystem (“content hub”) based on three nodes: PromoMats used for content formal approval; Brand Portal acting as a single source of truth for global and local content; Production stage, where modular content is crafted based on templates. This enables affiliates to pull global content for adoption and efficient reuse, with faster time to market and reduced development cost. Together with new Veeva features like Auto Claims Linking, the amount of manual work is reduced to the bare minimum.of searching for assets to link with the claim (references, etc.) 6 Minute Demo: Vault PromoMats Auto Claims Linking | Veeva Another organization working with modular content is Shionogi. Tiago Caria, Senior Manager, Digital Innovation Europe, presented the universal, not-channel-bound nature of modules as “naked content”, reflecting the idea of ultimate connectivity. Creating naked content! Love the concept from Tiago Caria at #vecms pic.twitter.com/Ni13B8dkcx — Parker Richardson (@MedRepDad) December 4, 2019 Viseven team is proud to be among the pioneers of connected modular content, which we are currently implementing for several leading enterprises based on Veeva capacities and our own eWizard content authoring solution integrated with Salesforce Marketing Cloud and Adobe Experience Manager. Our approach is based on the concept of Channel-Agnostic Modules (CAM) that can fit any content type and is used to assemble content in approved Master Templates. Seeing the evolution of the way content is managed makes us quite enthusiastic, since today, at last, we have the technology that helps solve the familiar content-related issues and attain true customer centricity.
