On Demand Newsle er Log in Search Home Topics Research Reports Events On Demand About/contact eyeforpharma May 2, 2016 May 3, 2016, A new pharma: Customer partnerships that priori ze pa ent value Programme Brochure Speakers Leveraging CRM Informa on Effec vely By Dr Nicola Davies on Apr 6, 2016 Related Ar cles Is there a simple holis c approach to CRM that allows cross func onal working with good user adop on? The impact of mul channel on the future of your customer facing teams Understand flexible territory alignment as an integral part of a regional CRM project CT Consul ng: An integrated CRM as a key tool of a successful valuebased selling How data pla orms can be best u lized to formulate personalized sales strategies. Popular Ar cles 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 Meet Pharma s Biggest Innovators Focus on Value 2 The Value Game Taking the Long View Mosquito Nets or Fishing view all events http://social.eyeforpharma.com/commercial/leveraging-crm-information-effectively 1/5 Nets? Upcoming events
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. view all events The vision behind a CRM strategy Part of the challenge, says Hayes ahead of her presenta on at eyeforpharma, is that the outof 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 digitally con nues to increase, but the reps s ll have a vital role to play, and it s important that they know this. Upcoming events MAY JUNE JULY eyeforpharma May 2, 2016 May 3, 2016 eyeforpharma Awards May 2, 2016 May 2, 2016 eyeforpharma La n America May 19, 2016 May 20, 2016 Miami Oncology USA Jun 16, 2016 Jun 17, 2016 eyeforpharma Tokyo Jul 13, 2016 Jul 14, 2016 Tokyo OCTOBER Pa ent Summit USA Oct 10, 2016 Oct 11, 2016 Mul channel Marke ng Excellence Oct 17, 2016 Oct 18, 2016 London MARCH Mar 14, 2017 Mar 16, 2017 Barcelona Awards 2017 Mar 14, 2017 Mar 16, 2017 Barcelona Tweet this Having feet on the ground will remain essen al, says Hayes, but the rela onship needs to change from being Featured Ar cles Life me http://social.eyeforpharma.com/commercial/leveraging-crm-information-effectively 2/5
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 reptriggered emails are now ge ng an open rate of up to 45%. Life me Achievement Award Finalists Announced We profile the four worthy finalists selected based on a consistent and determined approach to... Leading Marke ng Excellence with Next Genera on Analy cs Many companies are not as "leadingedge" in terms of analy cs as they think. Keep the Plan Simple and Focused Sanofi s Marc Bacon explains how to structure incen ves effec vely to drive the right behaviors. Recent Press Releases UCB, Novo Nordisk, Sanofi and MSD Merck win big at the eyeforpharma Barcelona Awards 2016. Discussing a be er future Søren Eik Skovlund, Global Senior Manager within Global Access at Novo Nordisk wins the Life me Achievement Award at 2016. UCB scoop Most Valuable Pharma Collabora on in a strong showing at the http://social.eyeforpharma.com/commercial/leveraging-crm-information-effectively 3/5
triggered emails are now ge ng an open rate of up to 45%. In me, they plan to get specific details from different brands about what success looks like and will measure these accordingly. We hope eventually to be able to link this to see which levers drive and support performance with customers, explains Hayes. According to Hayes, The real measure of the success of this program is the feedback we receive from the reps. Opera ons departments tradi onally don t receive praise we tend to hear when things aren t going well. Last year, we introduced an internal communica ons capacity called Cha er and we ve received an unbelievable amount of unsolicited posi ve feedback from the representa ves about our approved email program. New AstraZeneca pilot program The company is in the early stages of a small pilot that is taking prescrip ve analy cs and integra ng this data with insights about sales performance and business informa on. We are pilo ng this integra on of data to provide our representa ves with a 360 degree view of the mul channel rela onship marke ng ac vi es, shares Hayes. We ll be looking at speaker programs, pa ent educa on programs that physicians have par cipated in, sales informa on, managed care status, prescribing pa erns, and call ac vity. Our internal analy cs team will then produce sugges ons to reps for their interac ons with doctors. The reps can also provide feedback as to whether or not they agree with these recommenda ons and more importantly, the why. The hope is that robust quan ta ve and qualita ve data will be produced that will detail the affinity and types of channels that individual physicians are most interested in, and which will be presented in a user friendly format for the reps. It will be possible to measure the success of the pilot by looking at how many sugges ons the reps used (and the subsequent success 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 building for the long term, she explains, because we know that this is going to be what the future demands. I believe that those 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 http://social.eyeforpharma.com/commercial/leveraging-crm-information-effectively 4/5
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 2016 on "Examine how successful digital integra on will keep you one step ahead in physician based sales". Comments Community 1 Login Recommend 1 Share Sort by Newest Start the discussion Be the first to comment. ALSO ON EYEFORPHARMA 6 Tips to Avoid the Jan 17 "Dump your Resolutions Day" 2 comments Blues 3 months Thought ago Paul Simms Please be my accountability partner, Jill! Patient Reported Outcome Measures: Giving Patients a Voice 1 comment Thought a year ago Nuria Lupus I will be attending the event representing Lupus Europe and I will for sure attend this Subscribe Privacy d Add Disqus to your site Add Disqus Add Accelerating Clinical Research and Drug Delivery with 1 comment a Clinical a month Data ago Laurent Fanichet Very indepth article about how UCB leverages Sinequa's insight platform to power its CDR Drug Pricing and Pharma Reputation: The Experts Views 1 comment Thought 3 months leadership ago seavet I am consistently amazed that no one will address the exorbitant amount of money physicians 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 http://social.eyeforpharma.com/commercial/leveraging-crm-information-effectively 5/5