What’s Next for Veeva: A Conversation with CEO, Peter Gassner

Veeva Commercial & Medical Summit 2020 brought together more than 3,000 life sciences professionals. In a live Q&A session with Veeva CEO Peter Gassner, we discussed some of what’s next for Veeva. Here are highlights from our conversation.

Q: Field teams are back into the field after having done a lot more digital than ever before, what are your thoughts on the future selling model?

Peter: With the grounding of the field force in COVID-19, the industry has done one or even two years of learning and innovation in just three months. As we come back, we’re going to apply what we’ve learned and you’ll see hybrid sales models of digital and in-person engagement. This will only make the industry more efficient, reaching more doctors with more relevant information.

Q: Can you tell us a little more about MyVeeva for Doctors?

Peter: MyVeeva for Doctors is a website and mobile application that makes it easier for healthcare providers to search and connect with contacts, companies, and brands. Key features will include the ability for HCPs to easily find and connect with the appropriate contact for a brand or company, and interact with them by scheduling a call or sending secure text messages. After that, we’ll get into more complex offerings including sampling ability, patient resources, and the option to set up more elaborate brand pages within MyVeeva.

Q: What does the implementation process involve for MyVeeva for Doctors?

Peter: MyVeeva for Doctors does not require a technical implementation like you may experience with other Veeva products such as Veeva Vault or Veeva CRM. It involves configuring your MyVeeva domain for your company, putting in your digital alignment, and adding your company and brand logos. Introducing MyVeeva for Doctors will require a change management process to educate your field teams on how to use it, determining the types of content you’d like to include, and your unique success metrics. While MyVeeva for Doctors will not be integrated with Veeva CRM initially, this will come quickly following its initial release.

Q: Switching gears, what’s next with Veeva Vault PromoMats?

Peter: Veeva announced new capabilities in Vault PromoMats to speed the digital submission of promotional materials for accelerated approval products. Veeva is partnering with companies like Adobe to make authoring simple and easy, utilizing digital asset management (DAM) capabilities in PromoMats. This allows you to assemble content quickly and dynamically, then push it into PromoMats, where you’ll be able to see big chunks of pre-approved content in order to dramatically speed up the MLR process. And since much of the content is consumed digitally now, we’re looking at ways to measure content use and effectiveness in a non-subjective way, similar to the way Crossix measures digital media. Faster content creation through modular content, dramatically faster MLR, and then actual measurement on the backend coming over the next year or two, will completely transform the content process.

Listen to Peter’s full 60-minute Q&A by registering here. If you’re already registered, log back in to Summit to listen here.