Interactive models & data-driven presentations in Veeva

This video provides an in-depth exploration of leveraging Veeva for dynamic, data-driven market access presentations, challenging the common perception that Veeva is limited to static content. David Niziol, Managing Director of Mtech Access, begins by highlighting the prevalent issue where sophisticated health economic (HE) models and budget impact models (BIMs) are often developed as standalone applications, separate from Veeva. This separation leads to a significant loss of crucial CLM (Closed Loop Marketing) analytics, preventing pharmaceutical companies from understanding how these vital tools are utilized and received in the field. The presentation aims to demonstrate how, through innovative approaches, full functionality of dynamic tools can be achieved within the Veeva environment, ensuring comprehensive tracking and improved strategic insights.

The core of the presentation focuses on Mtech Access's methodology for integrating complex, interactive tools into Veeva. They achieved this by extensively utilizing Veeva's custom objects to attach a data structure to presentations, effectively separating design from content. This approach allows for dynamic data loading, scenario creation, and multi-country support (handling different languages, currencies, and local data) directly within Veeva. Niziol explains that custom objects act like database tables, enabling read and write operations for dynamic content. The discussion emphasizes that by keeping market access materials within Veeva, companies can gain a complete picture of customer engagement, assess the effectiveness of their value propositions, and identify areas for strengthening evidence, which is lost when using third-party mobile device management systems for standalone apps.

The webinar features two primary demonstrations. The first showcases an integrated Veeva budget impact model, specifically a conversion of an NICE costing template for diabetic foot ulcer prevention. This demo illustrates how users can dynamically select local health economy data (e.g., CCGs in England), customize population parameters, and generate bespoke impact analyses. Crucially, it demonstrates the creation of dynamic Approved Email summary reports that pull real-time results from the model, as well as the ability to save, load, and reset scenarios, and support multiple languages and currencies. The second demonstration introduces "Connected Insights," a platform developed by Mtech Access that allows users to build their own data visualization insight dashboards. This platform enables the import of internal data, creation of linked visualizations, and subsequent push to Veeva Vault for approval and distribution as CLM presentations, facilitating pre-engagement analysis and tailored communication with healthcare professionals.

Key Takeaways:

• Veeva's Dynamic Potential: Veeva is not limited to static content; it can host sophisticated, data-driven interactive tools, including health economic models and budget impact models, by leveraging its underlying architecture.
• Importance of CLM Analytics: Integrating market access tools directly into Veeva ensures comprehensive CLM analytics, providing invaluable insights into tool usage, field reception, and the effectiveness of value propositions, which is often lost with standalone applications.
• Extending Veeva with Custom Objects: Custom objects within Veeva can be used to create robust data structures, enabling dynamic content, multi-country support (languages, currencies, local data), and the ability to save and load user-defined scenarios within presentations.
• Centralized Data Management: By utilizing custom objects, health economy data and other content can be centralized and managed in one place, accessible across multiple presentations, ensuring consistency and ease of updates.
• Key Functionalities for Integrated BIMs: Effective budget impact models within Veeva require functionalities such as populating with local data, creating custom scenarios, calculating dynamic results, generating dynamic Approved Email summary reports, and supporting multi-country variations.
• Dynamic Approved Email: Unlike traditional static Approved Emails, integrated models can generate dynamic reports that pull real-time, customized results from the interactive tool, providing bespoke summaries to customers.
• "Connected Insights" for DIY Dashboards: Platforms like "Connected Insights" empower users to build custom data visualization dashboards from their own internal data, facilitating pre-engagement analysis and tailored presentations within the Veeva environment.
• Veeva API for Third-Party Integration: Veeva provides API functions that allow for the integration of external tools and platforms, such as the "Connected Insights" dashboard builder, extending its capabilities beyond out-of-the-box features.
• Separation of Design and Content: A key methodology involves separating the design of the presentation from its dynamic content, allowing for flexible updates and multi-language support without altering the core presentation structure.
• Strategic Pre-Engagement Analysis: Interactive dashboards can be used to interrogate specific health economies, identify unmet needs, and build a compelling picture for a value proposition before engaging with customers.
• Regulatory Compliance Workflow: Dashboards and dynamic content created externally can be pushed to Veeva Vault for approval, ensuring adherence to regulatory standards before deployment in CLM presentations.

Tools/Resources Mentioned:

• Veeva: Encompasses Veeva CRM, CLM (Closed Loop Marketing), Veeva Vault, and Approved Email functionalities.
• Mtech Access: A market access and digital communication consultancy specializing in health economic models and digital tools.
• Connected Insights: A platform developed by Mtech Access for building custom data visualization insight dashboards within the Veeva ecosystem.
• Salesforce.com: Mentioned as the backend for detailed CLM analytics and reporting from Veeva.
• Google Translator: Used as an example tool for translating content for multi-country support.
• NHS England: Used as a data source example for obesity data in the Connected Insights demo.
• MobileIron / Watch: Mentioned as third-party mobile device management systems often used for standalone apps, but which lead to a loss of CLM analytics.

Key Concepts:

• Budget Impact Models (BIMs): Calculators used by field teams to communicate the clinical and financial impact of changes in therapy to healthcare stakeholders.
• Health Economic (HE) Models: Analytical tools that assess the economic value and consequences of healthcare interventions, often considering costs, outcomes, and resource utilization.
• CLM Analytics: The process of tracking and analyzing interactions with marketing and sales content within a Closed Loop Marketing system (like Veeva CRM) to measure engagement and effectiveness.
• Veeva Custom Objects: Configurable data structures within Veeva CRM that allow users to store and manage custom data, extending the platform's functionality beyond standard objects.
• Veeva API: An Application Programming Interface provided by Veeva that allows external applications to interact with and exchange data with Veeva systems.
• Approved Email: A Veeva feature that enables the creation, approval, and sending of compliant email communications to healthcare professionals.
• Veeva Vault: A cloud-based content management system specifically designed for the life sciences industry, ensuring regulatory compliance for documents and content.
• Market Access: The process of ensuring that new pharmaceutical products or medical devices are available and affordable to patients, often involving health economic evaluations and stakeholder engagement.

Examples/Case Studies:

• Diabetic Foot Ulcer Prevention Model: A demonstration of a budget impact model, converted from an NICE costing template, integrated into Veeva. It showed how field teams could select specific health economies (e.g., CCGs in England), adjust patient population parameters, and visualize the financial impact of orthotic footwear on reducing amputations and ulcers. The model dynamically generated a bespoke summary report for Approved Email.
• Connected Insights Dashboard: A platform demonstration where a user built a custom data visualization dashboard using obesity data from NHS England. The dashboard allowed for the visualization of prevalence rates, demographic breakdowns, and prescription information for selected CCGs, illustrating how to interrogate an environment for unmet needs before a customer engagement. This dashboard could then be pushed to Veeva Vault for approval and deployed as a CLM presentation.