leveraging crm informaon eﬀecvely · 2016. 4. 22. · barcelona eyeforpharma barcelona awards...

4/22/2016 Leveraging CRM Information Effectively | Thought leadership and innovation for the Pharmaceutical Industry - EyeforPharma

http://social.eyeforpharma.com/commercial/leveraging-crm-information-effectively 1/5

On Demand | Newsle�er | Log in

How data pla�orms can be best u�lized to formulate personalized

sales strategies.

Cathy Hayes, Director of Commercial Solu�ons ‐ Customer

Facing Effec�veness for AstraZeneca, is mindful when looking

at an adept and agile CRM strategy that this is a long‐term

journey. She explains, “We’re currently using CRM mostly to

track ac�vity, but we need to evolve to get be�er customer

engagement.” In the interim, as a first step, she ensures that

the data already available is being used. As the amount of

�me physicians can spend with sales reps con�nues to

decrease, she sees the use of CRM data as a valuable tool to

Leveraging CRM Informa�onEffec�vely

Programme Brochure Speakers

eyeforpharma PhiladelphiaMay 2, 2016 ‐ May 3, 2016, Philadelphia

A new pharma: Customer partnerships that priori�ze pa�ent value

By Dr Nicola Davies on Apr 6, 2016

Related Ar�cles

Is there a simple holis�capproach to CRM thatallows cross func�onalworking with good useradop�on?

The impact of mul�channelon the future of yourcustomer facing teams

Understand flexibleterritory alignment as anintegral part of a regionalCRM project

CT Consul�ng: Anintegrated CRM as a keytool of a successful value‐based selling

Popular Ar�cles

Meet Pharma’s BiggestInnovators

Focus on Value 2

The Value Game

Taking the Long View

Mosquito Nets or Fishing

Nets?

Upcoming events

Search

view all events

Home Topics Research Reports Events

On Demand About/contact



decrease, she sees the use of CRM data as a valuable tool to

assist in delivering informa�on more effec�vely: "While

doctors definitely s�ll need clinical informa�on, our records

show that 72% of them would like this type of informa�on

through different channels.” This is where flexibility and the

correct interpreta�on of analy�cs will play an important part.

The vision behind a CRM strategy

“Part of the challenge,” says

Hayes ahead of her

presenta�on at eyeforpharma

Philadelphia, “is that the out‐

of‐the‐box analy�cs can be very

basic. We need to evolve into

predic�ng physicians’

behaviors, and providing

prescrip�ve insights.” She

stresses that these insights must be �ed in with solu�ons in

the marketplace, and paired with market dynamics,

performance data, and business intelligence. Based on this

holis�c overview and available analy�cs, it should be possible

to provide sales reps with informa�on they can tailor to a

specific doctor.

A large part of a successful strategy would be to provide the

reps with the insights behind any strategy – a step that is

o�en overlooked but is cri�cal for representa�ves

understanding the value. Hayes accepts that analy�cs aren't

always 100% accurate, while the sales representa�ves can

provide real‐�me insight. A sales rep, for example, could

dismiss a recommenda�on that an email be sent to a

physician, by providing the local insight, such as that the

office manager receives all emails, and seldom passes these

on.

The amount of data being received digitallycon�nues to increase, but the reps s�ll have avital role to play, and it’s important that theyknow this.

¬ Tweet this

“Having feet on the ground will remain essen�al,” says Hayes,

“but the rela�onship needs to change from being

Upcoming events

MAY

eyeforpharmaPhiladelphiaMay 2, 2016 ‐ May 3, 2016

Philadelphia

eyeforpharmaPhiladelphia AwardsMay 2, 2016 ‐ May 2, 2016

Philadelphia

eyeforpharma La�nAmericaMay 19, 2016 ‐ May 20,

2016

Miami

JUNE

Oncology USAJun 16, 2016 ‐ Jun 17, 2016

Philadelphia

JULY

eyeforpharma TokyoJul 13, 2016 ‐ Jul 14, 2016

Tokyo

OCTOBER

Pa�ent Summit USAOct 10, 2016 ‐ Oct 11, 2016

Philadelphia

Mul�channel Marke�ngExcellenceOct 17, 2016 ‐ Oct 18, 2016

London

MARCH

eyeforpharma BarcelonaMar 14, 2017 ‐ Mar 16, 2017

Barcelona

eyeforpharma BarcelonaAwards 2017Mar 14, 2017 ‐ Mar 16, 2017

Barcelona

Featured Ar�cles

Life�me

view all events



“but the rela�onship needs to change from being

transac�onal to being customized to a physician in a way

that’s relevant and provides value.”

A changing healthcare landscape requires a CRM strategy

With the digital explosion, physicians are no different from

the rest of the popula�on and are o�en �ed to their phones,

tablets and computers. Hence, there is a need for marke�ng

and sales to become flexible and agile in the way that

informa�on is provided. “We need to know more about our

customers than ever before,” says Hayes. “Doctors need our

content about disease states and treatment op�ons, but we

must know their affinity for certain channels so that we

remain relevant. The amount of data being received digitally

con�nues to increase, but the reps s�ll have a vital role to

play, and it’s important that they know this.”

Concurrent with the exis�ng CRM program, Veeva,

AstraZeneca recently launched the approved email capability

in 2015. This program allows emails to be sent from an

individual sales representa�ve’s account, rather than being a

non‐personal email. “Thus,” says Hayes, “if a representa�ve is

interrupted during a sales interac�on, a personalized email

can be sent a�er the mee�ng to con�nue the conversa�on.

This is usually based on the rep’s knowledge that the

physician has an affinity for receiving informa�on this way.

The rep accesses the system and chooses a template for the

email, and all content in the system is already approved by

marke�ng and regulatory.”

The success of the Veeva program

The success of the program has hinged on robust, approved

content, thorough training, and a good collabora�on between

sales and marke�ng. In the future, it is the company’s

inten�on to be able to measure the effec�veness of the

program through rela�ng it to sales results. In the interim,

“We are vigilant about looking at KPIs for any capabili�es

we’re rolling out,” says Hayes. “We also look at all the

industry standards such as open‐rates, opt‐out rates, the

bounce rate, and click‐throughs.” Currently, non‐personal

emails receive an open‐rate of about 3%, but our rep‐

triggered emails are now ge�ng an open‐rate of up to 45%.

Life�meAchievementAward FinalistsAnnouncedWe profile the fourworthy finalistsselected based on aconsistent anddeterminedapproach to...

LeadingMarke�ngExcellence withNext‐Genera�onAnaly�csMany companiesare not as "leading‐edge" in terms ofanaly�cs as theythink.

Keep the PlanSimple andFocusedSanofi’s Marc Baconexplains how tostructure incen�veseffec�vely to drivethe right behaviors.

Recent Press Releases

UCB, Novo Nordisk, Sanofiand MSD Merck win big atthe eyeforpharmaBarcelona Awards 2016.

Discussing a be�er future

Søren Eik Skovlund, GlobalSenior Manager withinGlobal Access at NovoNordisk wins the ‘Life�meAchievement Award’ ateyeforpharma Barcelona2016.

UCB scoop ‘Most ValuablePharma Collabora�on’ in astrong showing at theeyeforpharma Barcelona



triggered emails are now ge�ng an open‐rate of up to 45%.In �me, they plan to get specific details from different brandsabout what success looks like and will measure theseaccordingly. “We hope eventually to be able to link this to seewhich levers drive and support performance with customers,”explains Hayes.

According to Hayes, “The real measure of the success of thisprogram is the feedback we receive from the reps. Opera�onsdepartments tradi�onally don’t receive praise – we tend tohear when things aren’t going well. Last year, we introducedan internal communica�ons capacity called ‘Cha�er’ andwe’ve received an unbelievable amount of unsolicitedposi�ve feedback from the representa�ves about ourapproved email program.”

New AstraZeneca pilot program

The company is in the early stages of a small pilot that istaking prescrip�ve analy�cs and integra�ng this data withinsights about sales performance and business informa�on.“We are pilo�ng this integra�on of data to provide ourrepresenta�ves with a 360‐degree view of the mul�‐channelrela�onship marke�ng ac�vi�es,” shares Hayes. “We’ll belooking at speaker programs, pa�ent educa�on programs thatphysicians have par�cipated in, sales informa�on, managedcare status, prescribing pa�erns, and call ac�vity. Our internalanaly�cs team will then produce sugges�ons to reps for theirinterac�ons with doctors. The reps can also provide feedbackas to whether or not they agree with these recommenda�onsand more importantly, the ‘why.’”

The hope is that robust quan�ta�ve and qualita�ve data willbe produced that will detail the affinity and types of channelsthat individual physicians are most interested in, and whichwill be presented in a user‐friendly format for the reps. It willbe possible to measure the success of the pilot by looking athow many sugges�ons the reps used (and the subsequentsuccess or failure of these), and how many they dismissed.

Hayes reiterates that enabling be�er customer engagement is

a journey that shouldn’t be underes�mated. “We’re buildingfor the long‐term,” she explains, “because we know that thisis going to be what the future demands. I believe that those

eyeforpharma Barcelona

Awards 2016.

A social network for

physicians: MSD France’s

“Comuni�” win the ‘Most

Valuable HCP or Healthcare

Ini�a�ve’ at eyeforpharma

Barcelona Awards 2016.

More Press Releases



is going to be what the future demands. I believe that those

who can come up with a successful CRM strategy, and know

how to execute it well, will definitely have a compe��ve

advantage. This is the evolu�on of marke�ng, opera�ons, and

sales.”

Cathy Hayes will be presen�ng at eyeforpharma Philadelphia

2016 on "Examine how successful digital integra�on will keep

you one step ahead in physician‐based sales".

6 Tips to Avoid the Jan 17

"Dump your Resolutions

Day" Blues | Thought …2 comments • 3 months ago

Paul Simms — Please be myaccountability partner, Jill!

Accelerating Clinical

Research and Drug Delivery

with a Clinical Data …1 comment • a month ago

Laurent Fanichet — Very in-depth article about how UCBleverages Sinequa's insightplatform to power its CDR

Patient Reported Outcome

Measures: Giving Patients a

Voice | Thought …1 comment • a year ago

Nuria Lupus — I will beattending the eventrepresenting Lupus Europeand I will for sure attend this

Drug Pricing and Pharma

Reputation: The Experts’

Views | Thought leadership1 comment • 3 months ago

seavet — I am consistentlyamazed that no one willaddress the exorbitantamount of money physicians

ALSO ON EYEFORPHARMA

Comments Community Login1

Share⤤ Sort by Newest

Start the discussion…

Be the first to comment.

Subscribe✉ Add Disqus to your site Add Disqus Addd

Privacy�

Recommend 1

eyeforpharma is a registered company in England and Wales ‐ Registered number 09823909. 7‐9 Fashion Street, London, E1 6PX, UK.

© eyeforpharma 2016 | LEGAL NOTICE | TERMS & CONDITIONS | +44 (0) 207 375 7222

leveraging crm informaon eﬀecvely · 2016. 4. 22. · barcelona eyeforpharma barcelona awards...

Documents