Multichannel Approaches:
Let’s Go a Step Further!
CIB ’45+1
Chris Wade
Multichannel Strategy Lead
Veeva Europe
Making CRM
Work For You
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Making CRM
Work For Your
Customers
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Veeva Overview
§  Company statistics
§  Founded in 2007
§  900+ employees
§  275+ customers; end users in 80+ countries
§  Veeva is headquartered in the San Francisco Bay Area, with
offices in Europe, Asia, and Latin America
§  Listed on New York Stock Exchange - VEEV
§  What we do
Fastest Growing
Company
§  Build innovative, cloud-based products for life sciences
§  Provide implementation services for customer success
§  Enhance customer value through a robust partner ecosystem
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Veeva Spans an Entire Life
Sciences Company
Research & Development
Regulatory
Submissions
Clinical
Trials
Investigator
Portal
Medical
Quality and
Manufacturing
eTMF
QualityDocs
Commercial
Medical
Affairs
Field
Medical
CRM
CLM
Marketing
Approved
Email
MedComms
Sales
Engage
CoBrowse
PromoMats
Customer Master
KOL Data
& Services
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Customer Data
Data Services
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Customer Success Through Innovation
Agility in a Dynamic Market
§  Competitive advantage through continuous innovation
§  Responsiveness to market needs & regulatory changes
§  Speed to realised benefits
Veeva
CRM
2011
Veeva
KOL
Data
& Services
Engage CoBrowse
Approved
Email
Veeva
CLM
2012
Vault
PromoMats
2013
Vault
MedComms
Vault
Submissions
2014
Network
Customer
Master
2015
Veeva OpenData
Customer Data
Data Services
Vault
QualityDocs
Veeva
CRM
Veeva
Vault
Veeva
Network
Veeva
OpenData
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Vault
eTMF
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Multichannel & Pharma
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Multichannel Allows Pharma to Offer
Customers a 360° View of Themselves
Convenient
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Relevant
Engaging
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CRM as a Customer Platform
Marketing & Sales Management
Content & Data Management
Channels
SFA
Rep Email
Incentive
Web Content
Sample
Integrated
technology
Compensation
Management
Management
Web & Portal
across the organisation
Surveys
Contract
Management
Inventory
Management
CLM
Call Center
Online selfdirected
Social
Order
Management
Campaign
Management
Aggregate
Spend
MLR
Customer Data
Market/Sales
Data
Segmentation
Expense
Management
Digital Asset
Library
Stewardship
Services
KOL Data
Targeting
Learning Mgmt
Systems
Content
Distribution
Formulary Data
Events
Management
Sales & Activity
reporting
Process
reporting &
KPIs
Medical
Adopted as an approach & philosophy
CoBrowse
Mass Email
Multichannel Alignments
Insight & execution by all
Strategic Account Management
Key Account
Management
Formulary
Management
Veeva
Today
Revenue and
Contracts Mgmt
Business Intelligence
Price
Management
Commercial
Analytics
Predictive
Analytics
Visibility of the Customer
Visibility from the Customer
Veeva
Future
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MDM
Partner
KOL
Management
Medical
Inquiries
Medical Communications
Other
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The Value of Multichannel
10%+
Topline
Growth
Multichannel
Delivering
Measurable
Benefits
10-25%
Savings
2014 BCG: “Breaking Through The Noise” report
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Multichannel vs Omnichannel
What is the difference?
§  82% buzzword / hype
§  17% redefining customer engagement strategy
§  Outside-in rather than inside-out
§  1% homage to great British TV comedy!
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A Long Way To Go To Omnichannel
In-Company Channels
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External Touchpoints
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Your View of Customers vs. Their View of You
§  Companies have a clear view of who
their customers are and why
§  Pharma has used CRM to organise
customers around sales teams
§  Multichannel adds new channels but
still companies doing to customers
§  Central to the value that pharma
brings to customers is expertise
§  CRM should simplify service
delivery, but instead customers are
faced with confusion
§  Multiple phone lines, websites, people…
§  Effective multichannel needs to
enable service excellence
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The Connected Customer
Effective communications addresses HCPs
needs. Amplifying a promotional message
across every touchpoint is not the answer.
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The Connected Customer
I want to be
treated like a
customer
Drug information is recognised as a valuable
resource by HCPs, but how it is offered is often
not aligned with their needs or preferences.
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The Connected Customer
67%
Prefer Digital
With 2/3 HCPs preferring digital to
interact with pharma the challenge
is not if or what, but why digital
isn’t the primary channel for
service and information delivery.
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The Connected Customer:
EU Doctors Favour Promotional Resources That
Are Convenient, Personal and Trustworthy
Downloadable materials eg. PDF, Face-­‐to-­‐face rep visit Independent website eg. Email from independent website Monograph Product website Slide deck Email from pharmaceuAcal / PharmaceuAcal / device ALL EU (n=1,848) Video They Want To Feel Like A Customer, They Want To Be In Control
Source: M3 EU5 Doctor Communications Study, August 2014
Q5 How would you prefer to receive promoAonal informaAon from pharmaceuAcal and medical device companies? Please select your top 3 preferred op1ons from the list below The Connected Customer:
EU Doctors Have Clear Preferences on
How They Want to Receive Drug Information
Guideline summaries Drug summary Algorithms Single page detail Clinical paper summaries Case reports Brand Q&A Video content MulAple page detail ALL EU (n=1,848) Discussion with rep Prescribing informaAon Their time is limited and understanding Rx limitations is key
Source: M3 EU5 Doctor Communications Study, August 2014
Q7 When searching for/ receiving informaAon about drugs/ treatments/ medical devices, how useful do you find the following? The Place of Integration:
Enhancing Traditional Channels
Face-To-Face Call
Rep-to-HCP Email
Online Portal,
Remote Session
& Document
Viewing
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The Place of Integration:
Enabling New Customer Processes
Dr.com
HCP Communities
Customer Communications
Pharma Insights
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Content Engagement
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Millennium Improves Flexibility
and Productivity with Veeva CRM
Customer
Challenge
§  A leading biopharmaceutical company
based in Cambridge, Massachusetts
§  Client/server system not flexible enough
to handle company’s growing needs
§  Markets VELCADE®, a novel cancer
product
§  Not reliable and took too much time for basic
functions
§  Research, development, and
commercialization activities focused in
two therapeutic areas: oncology and
inflammation
§  Technology managers continually pulled
away from strategic initiatives to fix
system errors
Solution
Results
§  Selected Veeva CRM because:
§  Usability: Record call in < 3 clicks,
§  Single, integrated system for managed
markets, MSLs, and sales reps
§  Pharma-specific functionality
§  Robust search capabilities
§  SaaS platform — automatic upgrades and
fast, easy configuration
conduct searches in seconds and access
data quickly
§  Flexibility: Make changes anytime
without affecting other parts of system
§  Productivity: Saved 1+ FTE per group
— IT staff freed from maintaining servers
and other hardware
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AstraZeneca MSLs Deliver Greater
Customer Value with Veeva CRM
Customer
Challenge
§  Global, innovation-driven
biopharmaceutical business — global
revenues over $32.8 billion
§  Previous CRM system’s functionality
shortfalls and growing costs intolerable
for Medical Affairs
§  Need for:
§  Richer reporting, planning, and management
functionality
§  Ability to easily collaborate with other teams
Solution
Results
§  Veeva CRM provided functionality that
met the specific needs of Medical Affairs
§  Estimated 29% ROI, 30% annual savings,
89% improvement in reporting efficiency
§  Implementation was on time and under
budget, despite an unplanned expansion
in scope
§  MSLs more organized with daily planning
— align individual customer objectives to
strategic objectives
§  Managers have immediate dashboard
access to performance data
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How Ready Are You?
Vision
Handover &
Phase-out
Continuous
Improvement
90%
80%
Buy-in & Impact
70%
60%
50%
40%
Assessment
Framework
30%
20%
10%
Benchmark
0%
Process &
Governance
Strategic Plan
Road Map
Change
Management
Build Capability
Talent & Skills
Source: DT Associates - The State of Digital Excellence In The Global Pharmaceutical Industry, February 2014.
Base: 32 Digital Leaders
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Thank You
Chris Wade
[email protected]
+44 7823 530 104