Mar 14, 2022 | Nicki Chappell
Over the last two years, we’ve seen virtual meetings and rep-triggered emails grow by over 300%. Although the uptake in digital has been impressive, the challenge is in taking the interaction insights to the next level, gaining a detailed understanding of what good looks like to help to shape a better field strategy.
Introducing CRM Standard Metrics on Veeva CRM
CRM Standard Metrics is a set of values that Veeva measures consistently across the industry to establish benchmarks that all life sciences companies can use to evaluate their performance.
Here are four ways CRM Standard Metrics can add value to your organization:
Get granular visibility of your field teams’ channel mix
Depending on their activated channels, every company has a different definition of what a “call” is. Is it an in-person call, a video call, a chat, or a phone call? Veeva Pulse only considers calls from Veeva CRM Engage Meeting, and emails sent by Veeva CRM Approved Email. With CRM Standard Metrics, teams can get more granularity on which channels reps use to understand in greater detail which channels are performing, and which require more fine-tuning in terms of the strategy.
Benchmark yourself against the industry
Starting from the third quarter of 2022, Veeva will be publishing insights from CRM Standard Metrics through the Veeva Field Trends Report that you will have access to as a Veeva customer. This report will help you benchmark against your peers in the industry and understand what good looks like in terms of engagement.
Harmonize metrics and reporting across markets
Beyond the Veeva Pulse data, CRM Standard Metrics allows your teams to gain deeper insights into engagement and adoption trends across regions, organizations, and countries. By having more consistent and harmonized metrics, your teams will gain complete visibility to drive more accurate reporting for your organization.
Informs product innovation
CRM Standard Metrics also defines a common language that can power downstream innovations in Veeva CRM. One example of this is Integrated Scheduling capability. A rep can send an email to the healthcare professional and select the times and the channels they prefer to interact with, giving both reps and HCP a more seamless user experience.
To learn more about CRM Standard Metrics, watch this webinar.
CRM Standard Metrics will be mandatory in Veeva CRM beginning on 14 April 2022, with the 22R1 release.
Please get in touch with your account executive or customer success manager to learn more about how to enable this feature.
___________________________________1 Veeva Pulse Data, EU comparison from March 2020 to Dec 2021