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IMPACTFUL CUSTOMER ENGAGEMENTS

Making the Modular Content Connection

Veeva Commercial & Medical Summit 2020June 2020 / Jay McMeekan / v1.0

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The views and opinions expressed in this presentation are those of

the presenter and do not necessarily reflect the opinion or position of

Bayer.

33The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

What’s holding pharma back from consistently driving better customer engagements?Customer Engagements

f (message + channel + time)

“That which you don’t measure, you can’t understand”

55The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budget / Brand Plan or Campaign

66The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budget / Brand Plan or Campaign

+ Expenses / Content

77The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budget / Brand Plan by Categories

+

Expenses / Content

+

Cash

Checks

Credit Cards

Payments / Channels

88The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budget / Brand Plan or Campaign

+

Expenses / Content

+

Cash

Checks

Credit Cards

Payments / Channels

Real-Time Status

Without properly integrated processes & solutions, managing a budget or brand

plan effectively is a challenge

99The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budgeting / Categorizing

1010The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budgeting / Categorizing

Single location to capture goals/objectives

Expenses / Content

1111The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budgeting / Categorizing

Single location to capture goals/objectives

Expenses / ContentIntegration across all channels

Real-Time Effectiveness

Tracking

1212The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budgeting / Categorizing

Single location to capture goals/objectives

Expenses / ContentIntegration across all channels

Real-Time Effectiveness TrackingAbility to view and adjust tactics

Multi-Device Support

1313The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

Integration is KEY to SustainabilityPlanning, Processes, & Solutions

Budgeting / Categorizing

Single location to capture goals/objectives

Expenses / ContentIntegration across all channels

Real-Time Effectiveness TrackingAbility to view and adjust tactics

Multi-Device Support

Be device / channel agnostic

1414The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

“You can’t understand what you don’t track”Customer Engagements

f (message + channel + time)

Knowing what you want to understand up front is critical

expense

payment

real-time

1515The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

It’s all about the contentFinding the “Right Message”

COMPONENT CLAIM

1616The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

It’s all about the contentFinding the “Right Message”

COMPONENT CLAIM+ MODULE=

1717The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

It’s all about the contentFinding the “Right Message”

MODULE

TAG “C001-EFFICACY-CV RISK”

Module / Tag Standardization is CRITICAL

1818The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

It’s all about the contentFinding the “Right Message” & “Right Channel”

TAG

CORE Message TAG

CORE Messages MUST Be Channel Agnostic

Veeva CLM

Veeva CRM Engage

1919The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

It’s all about the contentFinding the “Right Message” & “Right Channel”

Content Collaboration/Approval/Distribution Customer Engagement Channel Engagement Data Aggregation

CORE Message Data

Integrating Content Usage Data – Drives Informed Future Decisions

Data Lake

2020The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

It’s all about the contentFinding the “Right Message” & “Right Channel”

Visualizing the performance of

content modules, helps you to

better determine which messages,

which channels are most often used

by your customers.

A critical steps in moving toward

continuously driving better

customer engagements.

2121The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

“You can’t understand what you don’t track”Customer Engagements

f (message + channel + time)

Delivering outstanding customer engagement starts with content

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Thank you

2323The views and opinions expressed in this presentation are those of the presenter and

do not necessarily reflect the opinion or position of Bayer.

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