Powering the Hybrid Pharma Field Model with Veeva CRM Innovation

Feb 16, 2022 | Arno Sosna

As we look ahead at key trends that will shape life sciences this year, many of us reflect on the sheer magnitude of change we’ve seen and what we’ve been able to achieve despite the obstacles. Since March 2020, remote meetings increased by 320%, and rep-triggered emails rose by 363%. As in-person interactions become an option again, it could be tempting to return solely to face-to-face HCP engagement. However, the pendulum has not swung back completely, considering that 87% of HCPs say they want either all virtual or a mix of virtual and in-person meetings moving forward.

This new hybrid approach pushes commercial and medical teams to rethink and optimize their working methods as they spend more time on a desktop device than before. Reps also need to adapt to working virtually and in person while leveraging digital solutions that help ease this transition.

Our newest Veeva CRM innovations help commercial teams leverage engagement capabilities regardless of device and help establish long-lasting relationships with HCPs. Here are four key areas of innovation and features that all field teams should be using to ensure a smooth transition into a hybrid engagement model.

Platform flexibility and optimization

High-performing commercial teams enable their field reps to work efficiently and engage with customers using the device that best meets their needs. The needs of a hybrid field team require agility, so Veeva is expanding digital capabilities across platforms to increase the parity between iPad and desktop. We are especially focused on content and developing new enhancements for mobile. That way, all engagements are traceable, automatically generating data and providing the foundation to make the right decisions on what should be improved.

Enable hybrid engagement models

Veeva CRM Desktop Experience

Optimized for remote and home office users, the new Veeva CRM Desktop Experience provides a more intuitive, modern, and tailored user interface with faster access to insights and better digital engagement capabilities. Now teams stay productive regardless of the device used to access Veeva CRM. The new Veeva CRM Desktop Experience is available now for all customers that have completed migration from Salesforce Classic UI to Lightning.

Share compliant content from a desktop

Veeva CRM Desktop App

Purpose Built for Content

Considering the growing demands of digital engagement, having the right content readily available when engaging with HCPs is crucial. Commercial teams can now find, present, and share compliant Veeva CLM content via their desktop, making it easier to meet with accounts face-to-face or remotely via Veeva CRM Engage Meeting, Zoom, or Microsoft Teams. They can also access the CLM media library with the Veeva CRM Desktop App directly from Calls in addition to Engage Meetings. Automatic tracking of all media activity on the call report provides a complete view of customer interactions.

Two-way engagement

Forty-six percent (46%) of HCPs prefer a mix of in-person and virtual meetings, and many believe pharmaceutical companies do not understand their changing needs. The rules of HCP engagement have changed and adapting to their preferences requires a new approach. HCPs need help when it’s convenient for them and their patients. These moments don’t always match up with traditional face-to-face or even virtual meeting times. HCPs need access to information on demand and in between meetings.

Taking a two-way engagement approach creates an opportunity for a dialogue between you and your customers. Veeva is investing in the tools commercial operations teams need to embrace two-way engagement and offer a convenient way for HCPs to connect with you anytime.

Stay connected with HCPs between meetings

Veeva CRM Engage has been extended to help field teams stay connected with HCPs. Engage Connect, a mobile application that enables virtual connections and communication with HCPs, includes:

• Two-way messaging via email or chat
• Ability for field teams to share approved content
• Option for HCPs to request samples and materials
• Quick and easy ways to view and join Engage Meetings

Provide teams with better insights and suggestions

Digital leads to more data and insights, which can be overwhelming to field teams focused on HCP engagement rather than data analysis. Delivering valuable insights at the right time without the complexity of multiple apps is key to helping commercial teams work smarter, not harder. Veeva is embedding the data, insights, and recommendations needed within Veeva CRM workflows so reps can make the right decisions in real time. We’ve minimized the need to navigate multiple apps and created ways to help users quickly understand what is going on and what to do next.

Create tailored workflows and dashboards

Veeva CRM MyInsights Studio

Veeva CRM MyInsights offers custom data visualizations and dashboards within Veeva CRM. Initially, only software developers could create these custom dashboards. With MyInsights Studio, business teams can create interactive visualizations and dashboards and embed them within Veeva CRM Lightning-enabled pages without writing code. Business teams can make autonomous and informed decisions and follow up with actions directly from their CRM workflow without IT dependencies.

Streamline user experiences

We’re improving user workflows and navigation across platforms and enhancing the desktop experience with purpose-built Lightning applications so teams can better manage day-to-day activities, surface insights, and review performance metrics.

Empower business teams with role-specific apps

Role-specific Business Apps

Veeva CRM Lightning Business Apps provide a personalized experience with functionality tailored for different roles and tasks. These role-based data visualization capabilities increase efficiency by giving business users insights to better inform their decisions. Veeva CRM now gives you access to three additional Lightning Business Apps to use and customize based on business requirements. Each app below is included with Veeva CRM licenses and contain default configuration for tabs, views, and page layouts.

• Event Coordinator Lightning Business App: Event planners and coordinators can quickly and easily access information such as events by type and format, used and remaining budgets, costs by expense type, and speaker cap reports.
• Digital Rep Lightning Business App: Field users can quickly manage their daily activities and review actionable insights, reports, and cycle plans to understand past interactions and improve future performance.
• Field Medical Lightning Business App: Field medical users can quickly find and know more about their key stakeholders, capture deep medical insights, research the latest information in publications and clinical trials, and access other medical-related information.

Strengthen account plan strategies

Stakeholder Navigator

Understanding the relationships and structures of complex accounts is vital to effective key account management (KAM) strategies. The Veeva CRM Stakeholder Navigator visualizes the structure and relationships between accounts within the same organization or hierarchy, making it simple to manage key people or create and execute successful account management strategies.

Get a deeper look at these new features and see more use cases at Veeva CRM Online Help.

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¹Veeva Pulse Data, global comparison from March 2020 to December 2021