VISEVEN | Webinar | 2021| How to make the most of your Veeva content

This video provides an in-depth exploration of optimizing content management within the Veeva ecosystem for pharmaceutical and life sciences companies. The presenters, Maria and Nina from Viseven, begin by outlining common challenges faced by pharma marketers, such as the use of multiple content management systems, fragmented content storage, slow content lifecycles, high production costs, lack of content visibility, and the prevalence of irrelevant or outdated materials. They emphasize that in today's environment, success hinges on proper data management and the timely delivery of fresh, consistent information to healthcare professionals (HCPs). The core problem identified is the inefficiency and risk associated with managing digital assets across disparate systems, hindering effective customer-centric engagement.

The webinar then introduces Viseven's eWizard platform as a comprehensive solution designed to address these issues. eWizard is presented as a content production platform driven by cost-effectiveness, a modular approach for efficient content reuse, and alignment with pharma's digital content production principles across multiple channels. Key capabilities highlighted include a modular content framework that enables the creation, update, and reuse of cross-channel modules, facilitated by eWizard's multi-channel content builder, localizer, and converter. This allows for easy assembly of channel-specific content (emails, e-detailers, websites) within global templates, effortless localization, and automatic publishing to various corporate ecosystems like Salesforce Marketing Cloud and Adobe Experience Manager, in addition to Veeva products.

A significant portion of the presentation details the deep integration of eWizard with a suite of Veeva products, including Veeva CRM, Veeva Vault PromoMats, Veeva Approved Email, Veeva CLM, Veeva MyInsights, and Veeva Engage. These integrations are positioned as unlocking "unlimited opportunities" for content management, accelerating time to market, and enhancing compliance. Specific benefits include direct access to global content from Veeva Vault PromoMats, enabling users to add approved digital assets to presentations and control expiration dates. The integration also streamlines the approval process, allowing content to be approved within eWizard or automatically published to Veeva Vault for review with a single click. Furthermore, it automates the setup of required fields (country, therapeutic area, product) when uploading to Veeva Vault and facilitates multi-channel distribution to CRM systems, mobile apps, or web browsers. The video also covers how eWizard enables fast localization (up to four times faster) using global master templates and pre-designed components, adapting content for local cultural differences and ensuring compliance with CLM/CRM requirements for face-to-face and remote communication.

The latter part of the webinar focuses on optimizing remote communication with HCPs and leveraging data for insights. eWizard, in combination with Veeva, provides tools to quickly adapt existing materials for online interactions, allowing users to customize presentation structures, rearrange slides, modify content, and create dynamic call flows. It also supports planning and conducting remote calls directly from eWizard or Veeva, sending personalized invitations, presenting interactive visual aids in real-time, and sending follow-up emails with surveys. Crucially, all data collected during remote calls is automatically synchronized and stored in Veeva, providing valuable customer insights for understanding needs, defining market share, and predicting sales potential. The integration with Veeva MyInsights is showcased for advanced monitoring, enabling users to create custom dashboards, visualize KPIs (basic monitoring like slide usage and advanced insights like doctor loyalty or prescription potential), and gain a 360-degree view of field activities to achieve commercial excellence. The presentation concludes by reiterating Viseven's status as a certified Veeva partner and the combined power of eWizard and Veeva for efficient, compliant, and accelerated content delivery.

Key Takeaways:

• Challenges of Fragmented Content Management: Many pharmaceutical companies struggle with multiple content management systems, leading to fragmented content, slow content lifecycles, high production costs, lack of visibility, and outdated materials, which ultimately hinders effective engagement with HCPs.
• Unified Content Management Solution: An ideal content management system should provide a single solution for creating a holistic, customer-centric experience, coordinating all digital assets in one place to maintain effective customer relationships and ensure content is fresh and consistent.
• Modular Content Framework for Efficiency: Viseven's eWizard platform utilizes a modular content framework, enabling the creation, update, and reuse of cross-channel modules. This approach significantly simplifies content production, remixing, and reuse for non-IT specialists, making it faster and more cost-effective.
• Deep Integration with Veeva Ecosystem: eWizard offers extensive integrations with key Veeva products, including Veeva CRM, Veeva Vault PromoMats, Veeva Approved Email, Veeva CLM, Veeva MyInsights, and Veeva Engage, to streamline content flow and maximize the value of existing Veeva investments.
• Accelerated Content Approval and Distribution: The eWizard-Veeva integration facilitates quick publishing for medical, legal, and regulatory (MLR) approval, reducing manual operations and developer involvement. It automates field population for Veeva Vault uploads and enables instant distribution across multiple channels like CRM systems, mobile apps, and web browsers.
• Global-to-Local Content Adaptation: The platform supports a "global to local content hub," allowing brand managers and agencies to access approved global assets (templates, images, PDFs) and localize them effortlessly, ensuring consistency with global branding while adapting to local market needs and cultural differences.
• Optimizing Remote HCP Engagement: The solution provides tools to quickly adapt existing materials for remote calls, allowing for customization of presentation structures, dynamic call flows, and distribution to field forces. This is crucial for maintaining HCP access and engagement, especially when face-to-face interactions are limited.
• Automated Data Synchronization for Insights: Data collected during remote calls, email interactions, and other field activities is automatically synchronized and stored in Veeva. This enables companies to gain deep customer insights, understand HCP needs, define market share, and predict sales potential.
• Advanced KPI Monitoring with Veeva MyInsights: The integration with Veeva MyInsights allows for dynamic KPI monitoring on two levels: basic (e.g., slides used, time spent) and advanced (e.g., doctor loyalty, prescription potential, competitor comparison). Users can create custom dashboards and visualize reports for improved decision-making.
• Cost and Time Savings: By enabling in-house content editing and localization, the solution reduces reliance on external agencies, significantly cutting down on waiting times and additional budget expenditures for content updates and adaptations.
• Ensuring Regulatory Compliance and Brand Consistency: The system helps maintain consistency and compliance with global branding and messaging, while also streamlining the approval process for medical and legal teams, ensuring all distributed content adheres to regulatory standards.
• 360-Degree View of Field Activities: The integrated system provides a comprehensive 360-degree view of all field activities, including completed and planned calls, orders, emails, and reaching frequency, allowing for better tracking of sales, marketing activities, and overall commercial excellence.
• Enhanced Email Marketing Flexibility: Users can leverage pre-approved email templates from Veeva Vault, personalize them for target contacts, and send them directly from CLM presentations before, during, or after calls. The system also tracks email performance (opens, click-through rates) in real-time within the CRM.
• Viseven as a Certified Veeva Partner: Viseven's status as a certified Veeva partner (Level 4 in multi-channel content creation and certified Veeva CRM administrator) underscores their expertise and the reliability of their integrations within the Veeva ecosystem.

Tools/Resources Mentioned:

• Viseven eWizard Platform
• Veeva CRM
• Veeva Vault PromoMats
• Veeva Approved Email
• Veeva CLM (Closed Loop Marketing)
• Veeva MyInsights
• Veeva Engage
• Veeva CRM iPad
• Salesforce Marketing Cloud
• Adobe Experience Manager

Key Concepts:

• Modular Content: A content strategy where content is broken down into small, reusable components (modules) that can be easily assembled, updated, and localized across various channels and presentations, enhancing efficiency and consistency.
• Global-to-Local Content Hub: A centralized repository and workflow that facilitates the adaptation and localization of global content assets (e.g., master templates, images, PDFs) for specific local markets, ensuring brand consistency while meeting local regulatory and cultural requirements.
• MLR Approval (Medical, Legal, Regulatory Approval): The critical process in the pharmaceutical industry where all promotional and medical content must be reviewed and approved by medical, legal, and regulatory teams to ensure accuracy, compliance with regulations (e.g., FDA, EMA), and adherence to company policies before dissemination.
• Multi-channel Content Strategy: An approach to content delivery that involves distributing content across various communication channels (e.g., e-detailers, emails, websites, mobile apps, remote calls) to reach target audiences effectively, ensuring a consistent message and optimized experience across all touchpoints.
• Dynamic KPIs (Key Performance Indicators): Performance metrics that are automatically tracked, aggregated, and visualized on dashboards, often in real-time, to provide actionable insights into content effectiveness, sales performance, customer engagement, and other business objectives.