How to enable a customer-centric engagement model with connected teams working together to better serve KOLs and HCPs. This demo video is covering what’s already available out there to connect Sales, Medical, and Marketing teams.
Here are three ways technology can help your organization break silos and deliver a better end-to-end experience for HCPs and KOLs.
Clinical to medical: Better KOL interactions
When clinical and medical log their data into siloed systems, a CRA might not realize that the trial investigator they are speaking to is a relevant expert for the MSL team. This is a missed opportunity: MSL engagement with scientific experts before launch has a proven and significant impact on treatment adoption that endures for six months.
MSLs using the same platform as clinical gain a single view of relevant experts and can:
- Review important insights (e.g., clinical and digital activities, study details) after a relevant KOL joins a clinical trial as an investigator
- Explore the KOL’s scientific interests and research activities before meetings
- Share any trial insights with the clinical team after KOL meetings
Medical to sales: Improved HCP experience
The most valuable interactions happen on HCPs’ terms — including between scheduled meetings. A recent U.S. pilot study found that physicians offered the option of two-way chat initiated 30% of the conversations on this channel. Field teams responded rapidly to their queries (on average, within five minutes).
HCPs using inbound channels require smooth handoffs between field medical and sales so that they can:
- Access relevant treatment education from your company as patient needs arise
- Use two-way chat to ask urgent questions and hear back quickly
- Schedule a meeting with the right MSL or submit a medical inquiry
Sales to marketing: More impactful content
Sales reps that use content in meetings with HCPs drive 2.5x more patient starts. Yet despite increasing volumes of content, 70% of assets are never (or rarely) used.
For the most effective partnership with sales, marketing needs to be able to:
- Determine which content has the highest field team buy-in
- Localize the latest approved content and distribute it to field users
- Recommend content for sales reps to use on their visits (based on market insights)
Learn the art of the possible with Veeva Commercial Cloud.