Reflecting the huge role that Veeva Systems play in digital transformation of global pharmaceutical marketing, the Veeva European Commercial and Medical Summit at the end of November proved to be a truly significant event – one that defines new possibilities for a lion share of life sciences communications sector.
This is Part II of our brief summary, where we throw some light on what we believe will have long-lasting effects on the working processes in the industry. In Part I, we have touched upon what’s new about Veeva Vault, AR content and Approved Email. This part is focusing on CRM innovations.
#4. Revolution in and around Veeva CRM MyInsights
The idea of crafting more powerful, visually appealing, customizable dashboards for CRM data representation deserves a thank you from all those struggling with engagement analysis – and that’s exactly what MyInsights is about. The current phase of evolution here is aimed to plug these possibilities more efficiently into the decision-making process.
As part of the general cycle, Q1 2018 is to see Smart Linking implemented, so that the user will be able to “jump”/deep-dive into relevant screens and be redirected to application from the dashboard. This will empower the manager to act immediately the moment after the situation is analyzed. This approach is further endorsed by several other new features; it will be possible to change data and create new records while working in MyInsights – in this way, the service is more firmly integrated into the CRM system proper.
At the same time, there will be more entry points to the dashboards; while working with another Veeva product, the user will be able to address the insights and details right there and then.
From the other side, platform support is broadened – in addition to iOS, in 2018 you will be able to access MyInsights from Microsoft tablets, as well.
Finally, the principal advantage of MyInsights, namely customization potential, is being enhanced further still, with more templates, extended developer toolkit and JS library to be provided soon.
#5. What you should know about the new Sunrise UI
First of all, there are no reasons to be stressed out about the transition. The attitude taken by the developers can be summarized as “same functionality, better UX”, clearly avoiding too rapid moves. What Sunrise offers is more user friendliness and sensible design that minimizes distraction, so there is hardly need to actually “re-learn” anything: everything is simply becoming more intuitive.
What’s more, the update to Sunrise will be seamless, requiring no additional resources; it is free of charge and included into the license, so – no effort to be put into that.
In practice, the defining feature here is that synchronization is gradually pushed to constant, so that eventually Real-Time Architecture (with sync on the background) is to take over, while the sync button will become obsolete. This means the same data across all devices used, so the working processes within organization are happening in a truly unified environment.
Applause for iPhone compatibility! Of course, there are still steps to be taken over some remaining limitations, but the move toward this popular device will most probably encourage the new CRM UI in 2018 – especially since there is no extra cost.
An interesting feature is the Augment, which is the possibility to use the rep’s device as a remote control for CLM. A rep can just put the tablet on the doctor’s desk and work with the CLM from iPhone.
#6. GDPR compliance
And then, of course, there’s the GDPR. In the midst of preparations for the big day (25th May), Veeva is taking care of the tech side of compliance for the European customers. Practically, there will now be a feature for consent capture right in iRep, integrated (as you might guess) into CRM.
The HCPs’ channel preferences will be generated into PDF documents for storing; the step is intended to ensure that the audience is only contacted via the channels of their choice.
Already the very first release in 2018 is expected to be compliant to the requirements of GDPR in terms of technical possibilities for obtaining consent.
#7. Remote interactions: Veeva Engage Meeting and Event Management
Remote eDetailing is becoming the preferred method of communication in many cases. While European audience is perhaps not the number one fan of online meetings in the world (although many could argue successfully with this statement) – remote is absolutely necessary. In brief, here is what to expect for 2018:
- Calls with WebRTC connection;
- Zero install web client for desktop attendees;
- Virtual pointer to be introduced for convenience;
- Good news – possibility to reuse CLM content;
- Survey for meeting follow-up;
- Invitations with RSVP.
What conclusions can one make? How will these extended possibilities impact the general European pharma marketing, education and communications scene? Time will show very soon; we will just make several educated guesses here. First of all, content reuse and repurpose, paired with what Veeva Vault provides, will most likely push the requirements to both the bulk and quality of content up. On the one hand, there will be assets for global use within organization – on the other, the content that the audience eventually witnesses, crafted based on these assets.
This latter category will be more tightly controlled by the approvers on multiple levels, and at the same time, content that only loosely fits the particular customer’s expectations and values will no longer be enough. This is a challenge that can gradually give rise to a whole segment of agencies offering content adjustment.
The more tightly integrated analytics dashboards will encourage managers’ thought to go beyond the CRM figures and promote more personalized approaches to accounts. This, in turn, will stimulate even more precise work with content, so that 2018 will see more demanding HCPs and empowered reps. To gain yet another advantage in this new developing environment, we can suggest implementing a templating approach to content reuse, which will allow to reduce time-to-market and work the existing approved assets into exactly what the audience wants. In all respects, the coming year is going to raise both expectations and opportunities for marketers, so it’s reasonable to make sure possibilities match the demand.