Context

With the increasing amount of policies and rules, implementing collaborative tools is quite challenging in the Life Science sector.

In particular the enablement of “free text” fields in commercial solutions like CRM may increase risks of non-compliance.

• Off-Label Promotion and Discussions
• Product Safety Information
• “Fair Balance” Product Promotion
• Anti-Kickback Violations
• Competitor Mentions
• Personally Identifiable Information
• Privacy legislation – right of access to personal and professional data
• Personal Health Information

However it is obvious that tracking interactions with HCP and HCO in a CRM systems is crucial for medical and sales effectiveness.

As HCP reactions and HCO priorities cannot be fully predicted and automated, free texts helps to catch educational needs, continuously update medical practices knowledge, adapt services to client’s expectations, capture medical insights and reinforce the good use of pharmaceutical products.

Besides, free texts help sales forces to remember their last calls and properly prepare the next ones, so as to follow their commitments and engage customers. Call notes are recognized by Healthcare specialists as a key driver for the overall call success.

MSLs and Sales Rep work more efficiently when relevant information is shared. Most CRM solutions allow to run reports and configure user roles to limit data access to those authorized personnel. Compliance is indeed improved since data are stored into a single, auditable and accessible system (on the contrary to emails, notebooks, handwritten notes, secondary grey systems…).

Mission

First step consolidated different documentations and best practices into one simple but comprehensive document dealing with most common situations involving “free text” usage.

Internal and external resources were used, such as Veeva CRM job aids and educational materials, responsible communication materials, company rules…

Numerous interviews were then performed to collect feedback and intelligence from Medical, Commercial, Marketing, Compliance, Legal, Privacy and IS stakeholders across 20 countries.

Final step was to deliver shared and approved guidelines to enable free texts in Veeva CRM and monitor its usage in a compliant way.

Results

How to request a new free text field?

How to use free texts in Veeva CRM?

How to monitor free texts?

How to automate the controlling?

The post Enabling free texts in Pharma CRM appeared first on Ocea Blau.

Efficiency

• Map the marketing, sales, customer service processes
• Identify areas of improvements with key stakeholders
• Align the organization to focus on common goals
• Share best practices among Business and IT team
• Be agile to conduct the change

Innovation

• Choose the right place to start and build the right innovation team
• Get clear about the situation with methodology
• Uncover the limitations of the current state
• Develop learning spaces and way of working
• Conduct rapid tests and shift

Transformation

• Assess the business challenges and transformation needs
• Identify your environment’s digital trends, opportunities, threats
• Analyze the state of the art and competitors
• Enable technologies to deliver more value to customers
• Switch your organization to the new era of digital

The post Transformation appeared first on Ocea Blau.

Efficiency

• Map the marketing, sales, customer service processes
• Identify areas of improvements with key stakeholders
• Align the organization to focus on common goals
• Share best practices among Business and IT team
• Be agile to conduct the change

Innovation

• Choose the right place to start and build the right innovation team
• Get clear about the situation with methodology
• Uncover the limitations of the current state
• Develop learning spaces and way of working
• Conduct rapid tests and shift

Transformation

• Assess the business challenges and transformation needs
• Identify your environment’s digital trends, opportunities, threats
• Analyze the state of the art and competitors
• Enable technologies to deliver more value to customers
• Switch your organization to the new era of digital

The post Innovation appeared first on Ocea Blau.

Efficiency

• Map the marketing, sales, customer service processes
• Identify areas of improvements with key stakeholders
• Align the organization to focus on common goals
• Share best practices among Business and IT team
• Be agile to conduct the change

Innovation

• Choose the right place to start and build the right innovation team
• Get clear about the situation with methodology
• Uncover the limitations of the current state
• Develop learning spaces and way of working
• Conduct rapid tests and shift

Transformation

• Assess the business challenges and transformation needs
• Identify your environment’s digital trends, opportunities, threats
• Analyze the state of the art and competitors
• Enable technologies to deliver more value to customers
• Switch your organization to the new era of digital

The post Efficiency appeared first on Ocea Blau.

Efficiency

• Map the marketing, sales, customer service processes
• Identify areas of improvements with key stakeholders
• Align the organization to focus on common goals
• Share best practices among Business and IT team
• Be agile to conduct the change

Innovation

• Choose the right place to start and build the right innovation team
• Get clear about the situation with methodology
• Uncover the limitations of the current state
• Develop learning spaces and way of working
• Conduct rapid tests and shift

Transformation

• Assess the business challenges and transformation needs
• Identify your environment’s digital trends, opportunities, threats
• Analyze the state of the art and competitors
• Enable technologies to deliver more value to customers
• Switch your organization to the new era of digital

The post Engagement appeared first on Ocea Blau.

Context

First intention was to reduce IT costs by replacing heterogeneous ETMS by a unique CRM solution across 20+ countries. This top-down multi-year project raised significant risks from the beginning : “affiliates can’t agree to common design; lack of end user involvement; gets too complex to deliver; don’t understand pace of change; participants in design meeting don’t have authority to make decisions; end users not prepared for change or trained; adoption risk…”

Obviously, after rolling out the new CRM solution in affiliates, the level of satisfaction was low. Local businesses wanted regional IT teams to improve the quality of services and time to value for improvements, whereas IT wanted businesses to adapt their ways of working and fully adopt Veeva CRM as well as Analytical Reports developed in Spotfire and Microstrategy.

Mission

The mission started with a discovery reports and after less than one month interviewing regional and local stakeholders a first report raised key issues:

• An regional project implied to involve local teams from the beginning ; business and IT team must interact together.
• Veeva CRM was underused. Application should provide businesses with more added-value.
• Data must be reliable ; Sales Reps cannot trust a system where data are wrong, obsolete or missing.
• Tools should move as fast as business needs and market evolve ; a clear distinction must exist between Important and Urgent requests.

Results

A plan of actions was proposed to the client, approved by high-level stakeholders and followed during a year, to switch from a “low adoption” to a “high adoption” of Veeva CRM.

This success was measured through qualitative indicators (satisfaction surveys filled by local business teams) and quantitative indicators (amount of records and data completion in Veeva).

Here are some recommendations given to business teams:

1/ Inventory the functional coverage of the CRM application. Objective is to ensure Veeva CRM meets business local requirements, easily identify gaps and train users on all capabilities.

2/ Empower ambassadors to gather local needs and evangelize Veeva CRM best practices. They should have power, influence and local business impact.

3/ Determine which functionalities or procedures must be common to all affiliates, and which could be specific. Objective is to preserve an harmonized application across countries. It can provide guidelines too.

4/ Agree on a roadmap of new features to be implemented within or around Veeva CRM. Objective is to give visibility (value proposal) on how the CRM application will become richer in terms of capabilities, data and IS integration.

Here are some recommendations given to IT teams:

1/ Empty service requests backlog and data quality issues. Objective is to remove the burden and make a new start.

2/ Put in place an organization able to deal with change requests in project or mini-project mode. Objective is to deliver new capabilities quickly and safely, on a monthly basis.

3/ Set forth a service model based on agreed service levels. Objective is to provide a higher quality of services and visibility on resolution delays.

4/ Simplify the methodology (lean) to avoid inappropriate procedures, documentations and loss of time. Objective is to focus on solutions delivered to business teams.

The post Making Veeva CRM adopted by Sales Reps appeared first on Ocea Blau.

Context

The client is one of the world’s leading pharmaceutical laboratories covering nearly 90% of therapeutic areas with its 1400 generic medicines. Present in over 145 countries, with a patient-centric corporate culture, the group aspires to providing access to high-quality medicines to 7 billion people. In a continuing evolution of the Life Science business, the group needed to set up a One-CRM application based on a US blueprint with built-in compliance, Global Sales KPIs and Incentive metrics. Veeva technology was chosen for Sales users, Salesforce.com technology for Customer Services and Marketing users.

Mission

The client wanted to harmonize marketing, call centers and sales processes across its affiliates, complete the global core template, which would minimize local configuration, reduce the complexity and drive the future state of business excellence and commercial operations. The project was due within 6 months only. It would also be the opportunity to rationalize the company’s legacy structure having recently merged with one of its major competitors, purchased earlier.

Results

Smart and effective harmonization of business processes was driven, using expertise in Veeva CRM functionalities and Pharmaceutical industry best practices. It started by running workshops with key stakeholders to understand business requirements and immediately launched a streamlined communication plan. Once existing processes were analysed, a governance framework was established to limit local process variations from harmonized global standards. In this way, the global core platform was completed, whilst at the same time identifying the customization needs to satisfy local regulations or high-value business needs. Then Veeva modules were identified to meet regional specificities and business objectives going forward. In the context of recent mergers, existing customer databases were integrated too, rationalizing this with, and hence, streamlining an existing master data management solution. Finally, end to end solutions were identified and delivered to the client within the prescribed 6 month deadline.

The post Standardizing business processes appeared first on Ocea Blau.