veeva customer summit 2013: not you're fathers web portal: successful approaches for pharma
DESCRIPTION
HCP Portals aren't a new idea in pharma, but things are changing to create new paths to more successful outcomes.TRANSCRIPT
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David Henderson Director
Veeva partner since 2007
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Portals…Yeah, You’ve Done ‘Em
It Hasn’t Always Been Pretty
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What Didn’t Work
Content Based vs. Self-Service/Transactional
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What’s Changed?
Shifting Prescriber Demographics
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What’s Changed?
Consumer Web Is Driving Expectations
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What’s Changed
Study: Physicians Want Access to Pharma Product Info on Mobile Devices …there is significant physician demand for access to prescription drug information and online promotion programs via mobile devices.* *ePharma Physician® v11.0 Study by Manhatten Research
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What’s Changed?
2013 Priorities Multichannel
Cost Reduction
Source: Life in the New Normal: The Customer Engagement Revolu;on : Accenture
Strategic Priori;es among execu;ves in 2013:
Cost Reduc;on (83%)
Mastering Mul;channel Marke;ng (70%)
Improving Digital
Effec;veness (60%)
Increase use of analy;cs to target spend and drive improved ROI
(87%)
Increase digital and
mul;channel interac;ons
(83%)
Top ways to achieve cost reduc;on objec;ves in 2013:
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What’s Changed?
Drug Makers Try Cures for Physician ‘Cold Shoulders' 61% of oncologists placed moderate-to-severe restrictions on visits from pharmaceutical sales reps… By comparison, about 47% of cardiologists and only 38 % of primary care physicians restrict rep access to the same degree.* Source: AccessMonitor™ 2012, ZS Associates
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What’s Changed?
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What do customers want from a portal?
Self-Service
Task Oriented
Personalized
Mobile
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eSampling
Whitespace
Mature Products
Rep Fulfilled
Inside Sales
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eSampling – Success Factors
Real-Time Validation Eligibility Engine Mobile Support eSignature Unified Activity View
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Med Affairs
Medical Inquiries
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Med Affairs
Medical Inquiries Maintain History
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Med Affairs
Medical Inquiries Maintain History Real Time Chat/Video Conferencing
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Med Affairs
Let Customers Use The Familiar in New Ways
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Investigator Initiated Trials
Proposal Submission Immediate feedback on sponsor updates Electronic signature
Collaboration Visible, archived conversations
Reconciliation Centralized Approval Process ETMF (Vault) Integration
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eDetailing
97% of physicians felt the e-detail was superior to paper-based details for explaining complex issues …strategies that are better suited to low- or medium-level prescribers
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Destinations for approved email content
Veeva Approved Email is Here! Where Will Customers Come?
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Events
Invitations Travel Speakers
– Contract Management
– Presentation Resources
– Expense Reporting
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Patient Support Portals
Physicians – Registration – PA support – Adherence
Monitoring – ePrescriptions
Patients – Specialty Pharma
Orders – Financial Assistance
Programs
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Community
Patient Engagement “New Era of Partnering with Patients for Better Health - A HIMSS Virtual Briefing”
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How do we get started?
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Questions?