There are tasks we, humans, can perform well with our eyes closed.
Managing a successful multichannel customer engagement strategy is not on that list. Not seeing your output is about the second worst thing if you are a marketer, brand or product manager (after producing no output). In life sciences, that field of extra responsible decision making, detailed insights after each step are, of course, an especially prized possession.
“After each step” is not just a nice thing to say here – as pharma reps may confirm, getting HCPs to engage and interact is becoming a more sophisticated feat than before. Physicians are demanding a more personalized approach to interaction, declare the detailing they get with reps ‘stale’ and expect to be treated more consistently from interaction to interaction. This means that general stats from across the industry/region are no longer quite sufficient to act.
For example, there’s the (quite valuable) bit of insights from DRG Digital, reporting that 40% of U.S. physicians have unsubscribed from professional emails in the past half-year. This does give a gist of what’s happening, but then, what’s next? To make that step, one will want to know the whos, whens, wheres and whys, and also make connections between the facts. In practice, this means looking things up in the CRM much more often (and more attentively) than one would want.
That’s where Veeva MyInsights solution suddenly starts to look indispensable.
Why that Veeva MyInsights dashboard matters more than you may think
To a large extent, Veeva’s recent focus on perfecting the MyInsights dashboards has been a quick response to the realities of ultra-personalized pharma marketing tendencies. The service itself hardly needs an introduction by now – the possibility to represent insights from CRM as visually appealing dashboards has already attracted a large amount of departments worldwide to become Veeva users. By visualizing exactly the information an employee needs to make a qualified decision as a set of charts, graphs, circulars – all in a handy, mobile friendly layout – the insights become more actionable. As some users put it, the dashboard works as a kind of launching pad for tactical moves.
A good example of a typical work flow involving the dashboard is demonstrated in a video by Veeva themselves: the manager looks at sales figures, identifies the problematic issue, jumps over to the relevant insights on interactions and immediately schedules further rep activities for the targeted account.
On the other hand, the dashboard is not something only used by executives – reps and MSLs, too, deserve their portion of clarity. After all, the intention is to facilitate the analysis of any tactical step (or period) – and this sort of control boosts efficiency in a variety of cases. This, in turn, means that Veeva MyInsights can (and, in fact, should) be customized for different user roles , e.g. showing different widgets to different users according to what information they may need.
At the beginning of this year, Veeva made good on the promises from the summit in Madrid, implementing a number of important functionalities in the service. At the same time, the out-of-the-box widgets are to be supplemented with custom-developed dashboards that fit the individual enterprise needs.
These special dashboards, when created responsibly by a specially certified IT team, yield significant improvements:
Standard CRM representation
- Only several people in the organization, heavily involved with the CRM, get the clear picture
- Limited KPI choice not always sufficient for effective decision making
- Insight-action gap: analysis is detached from passing down the plan for activities
Custom Veeva MyInsights dashboards
- Each user gets (only) the information they require, in one place – no need to search/request
- (custom) KPIs that matter in any particular case, with peculiarities in mind (easily recombined)
- Immediate actionability
In a word, tailoring custom dashboards may be exactly the thing that the whole organization wants. Of course, this means analyzing the demand for insights and ensuring the quality that matches the entire Veeva solution. Being a certified Level 4 Veeva partner, Viseven team has already accumulated experience in delivering the dashboards – and here is some of the general conclusions our experts have to share.
The 5 things you need to know if you want a perfect custom dashboard
Having a dashboard built individually for the company opens up a range of new opportunities that one often doesn’t consider initially. Sometimes fortuitous findings rapidly become must-haves. Here are things the customer company is entitled to request when it comes to developing the project.
1 Use case demand analysis, a.k.a. Everyone gets exactly the KPIs they need
Consider this case: a brand manager is in the middle of launching a remote HCP detailing campaign. Online rep calls have already been initiated for a number of “pilot” interactions, but to move one step further, it’s crucial to know the reception – and the factors that are relevant. Is it specialty, number of patients, admission hours, or doctor’s age that decides how enthusiastic they’ll feel about remote calls?
Fortunately, there’s a specially set widget on the dashboard that visualizes these connections – and by clicking their way to more specific details, the manager can establish the necessary interconnections. In the end, it turns out that some reps are just more efficient in this kind of detailing – however, it could be otherwise in any way.
On the other side, there’s the rep who has a quota for remote interactions (the SFE decided that 50:50 remote to F2F would be just right, according to statistics). In place of the widget showing percentages and engagements, the rep will have another one, showing the sequence: F2F – remote – F2F – F2F – F2F (canceled)… The next step?
The upshot is, having not just standard, but custom KPIs displayed is a privilege that makes a difference. Another benefit is visualizing different data through customized widgets for different user roles – and this is now made possible.
2 Visual representation is vital here
After all, the idea is that of convenience and speedy analysis. The way information is arranged and represented visually plays a major role. It is possible that ROI changes just because of how convenient/intelligible the dashboard is! This involves at least three criteria to decide upon:
- Widget layout. Scrolling horizontally (for many people, vertically as well) is the enemy of productivity, giving the user just enough time to get distracted. There are hundreds of UI/UX caveats, from eye motion to clickable element placement that sum up to save loads of precious time and effort when using the dashboard.
- Type of data representation. Pie chart or bar graph? Maybe something more involved? Depends on what the data in question is.
- Cross-widget / cross-report alignment. Suppose you are used to finding the corporate logo and general overview in the top-right corner, and the information that you use elsewhere. In the next report, the placement is different – and you are risking to overlook something. It pays off to make sure this can’t possibly be the case – because the widgets are placed predictably.
3 Flexible, reusable and cost-efficient
In #1, you have already seen that different widgets may be nested into areas of the dashboard according to user roles. That already is a good example of flexibility. Also, no one wants to put too much effort into creating dashboards from scratch each time – and the whole idea is about efficiency.
Dashboards are, technically, also a type of content – and at Viseven, we have done a lot about how to reuse content quickly, so that each round of reuse accelerates the delivery, while maintaining authenticity. Our teams have tried a similar approach to MyInsights dashboard development.
It works! Once you have your first dashboard, the second one is much quicker to get, and the subsequent ones can be almost taken for granted.
4 So here’s your data. Now what? (actionability in UX)
Being good at visualizing data is valuable, but being able to take immediate action straight away is priceless. For example, there’s the smart communication technique where the rep (manager) uses field email to ‘sew together’ the otherwise detached F2F visits or webinar subscriptions. There may be a week and a half between a webinar and the next rep call; in the interim, the physician gets additional information or invitation as a rep-triggered email.
What stops some pharma managers from using the tactics full-scale is its traceability. However, with a dashboard that tracks interactions (e.g. email history, possibly with feedback), it becomes easier.
Once you see the whole interaction story, you immediately get the impulse of what needs to be done. For example, send another email or schedule a call with a KOL. This impulse is not to be wasted! That’s why, starting from this year, Veeva has perfected the “deep linking” for MyInsights, where you can be redirected to the system from different places on the dashboard – to take action.
Making use of this makes creating multichannel engagement feel something like playing a musical instrument – and the results are correspondingly satisfying.
5 Cross-platform compatibility and responsive design
There is not much software now that isn’t expected to be mobile friendly. You would very likely be tempted to look up your dashboard from a mobile device – when least expected. An urgent internal meeting could be such a case. When the dashboard is designed professionally, with all the peculiarities in mind, it has to be compatible on a number of platforms without detriment to how it works or looks.
For example, our team is currently developing Veeva MyInsights dashboards to be opened on:
- iOS devices;
- Windows tablets;
- Veeva online tools.
Underlying this compatibility is thoroughly planned design – and very high benchmarks, partially set by Veeva certification requirements themselves. This ensures the ultimate user experience – and makes the whole service what it is: a powerful supplement to HCP engagement and interactions management.
Whether your organization is already using Veeva MyInsights and would like to step beyond the out-of-the-box basics – or completely new to Veeva suite as such, there are serious advantages you wouldn’t want to overlook without even trying. To continue exploring the advanced level of insights in your audience, you can contact our experts for more information – and assistance in developing your very own dashboard for smart action taking.