Unify and Simplify Your Events Management Workflow

Mar 05, 2024 | Krista McBrearty

The way you run your events could be costing you valuable time. This has been a consistent theme we’ve seen through our user research with biopharmas of different sizes.

Some biopharmas would record everything in spreadsheets, which led to inconsistent data and a heavily manual reporting process. Other biopharmas would manage logistics in multiple systems, creating delays and rework when it came to vendor communications.

However, many of these biopharmas are now customers of Veeva CRM Events Management, and their feedback has helped us consolidate and simplify these manual processes as much as possible.

Recently, we’ve also built out more integrations so your teams can have the right information and content wherever needed. And we made our user experience even more intuitive to streamline event administration workflows.

Take a look at four of the newest features in CRM Events Management that help your event teams execute in a smoother and more unified way.

1. Attendee Self-Registration

Our user research showed that custom-branded registration portals were often a pain point in the events ecosystem, with custom development required for each event. To address this issue, we created a self-service registration site in CRM Events Management that can automatically generate a digital registration form for each event you host. Home office teams can customize the registration form by configuring the fields that registrants fill out and uploading brand images and logos.

The registration form with custom fields.

The registration form can be open for anybody to sign up or limited to a targeted list of attendees. CRM Events Management will render a link that can be included as a QR code in print invitations, sent in an Approved Email, or copied and pasted into any text channel. Once an invitee accesses the site from the link, they can enter their information and register.

If an invitee is already part of a targeted list, their registration will be matched to the invitee’s account record in CRM Events Management, and their status will be updated to “registered.” If an invitee registers as a part of open registration, they’ll have to be reconciled to an existing account (just like a walk-in attendee) before their registration can be finalized. Administrators can also configure an approval step so that event organizers can review registrants before registrants are cleared to attend an event.

With backend integrations that automatically push registrant data to where it needs to be, the CRM Events Management attendee registration form helps you connect another disjointed interface into your greater events ecosystem and cut down on manual data loads.

2. Create New Accounts From Walk-in Attendees

When home office teams think about expanding their universe of healthcare professionals (HCPs), they often overlook the events channel as a valuable source of leads. As therapies become increasingly specialized, events are an effective way to find new HCP leads that may not be detectable using traditional segmentation and targeting methods. By allowing HCPs to invite their colleagues to events, biopharmas can find HCPs who would benefit from the knowledge of a therapy while not fitting the stereotypical customer profile.

CRM Events Management has always supported the addition of walk-in attendees for events, but with this feature, event organizers can now create new accounts in Veeva CRM from walk-in attendees.

The new account creation process for event walk-ins will match your existing configuration in Veeva CRM, so any data change requests or approval flows that apply to new account creation will also trigger for any new accounts created from walk-ins.

These integrations eliminate the need for manual reports and data loads to collect and verify walk-in information, making it easier for event organizers to take follow-up actions against HCPs from CRM. Moreover, it also allows home office to pull new HCP leads into their customer database and continue the conversation across personal and non-personal channels.

3. Events Management Integration with Veeva Vault

Events are among the most content-heavy channels in a field rep’s toolkit. Because of this, the backend coordination required by home office teams to set up all the content for an event is often very time-consuming and repetitive.

We’re always looking for ways to reduce repetitive tasks, so we built an integration from Vault PromoMats and Vault MedComms to CRM Events Management. This integration sends your MLR-approved content to the correct events in Veeva CRM based on the alignment rules that you configure.

Once a content piece makes it into Veeva CRM, the integration has a sync process that will keep your documents updated. New document versions in Vault will flow into CRM Events Management automatically. If a document becomes obsolete in Vault, the integration will also remove the document from CRM Events Management.

By automating the content setup process for events, you can ensure that your field reps have the right content at their fingertips for each event while taking one more task off of home office’s plate.

4. Send Local Events Management Content via Approved Email

Veeva CRM Approved Email is perhaps the most deeply integrated product with CRM Events Management, and many event teams we’ve talked to love the one-stop-shop experience where they can send event emails to their invitees and attendees right from CRM.

However, we did find one use case where event organizers still have to leave CRM to get their emails out, and that’s when they have to send an attachment that doesn’t require MLR approval—such as a tax form, itinerary, hotel confirmation, or venue map. We decided to add this functionality with the ability to attach these “local” content pieces in event Approved Emails.

This new feature allows non-MLR documents to be uploaded directly into an Event record in CRM Events Management and sent with any Approved Email template that allows file links. Event organizers can now maintain a complete paper trail of event emails in Veeva CRM and no longer need to go outside CRM Events Management to send one-off emails.

Building Your Events Roadmap

Though we’re always building new features, that’s only one half of the story. It takes your partnership, expertise, and input to get these features in front of users and bring them to life.

Our team is always happy to help you figure out how these features can fit into the way your events teams already work today. You can find us at any time on the Veeva Connect Events Management Community, where you can ask us questions, access exclusive content, and link up with peers who might be thinking about the same issues as you.

Together, we can develop a personalized roadmap for your instance of CRM Events Management that helps you take your team’s events experience to the next level.