Klick Health

Cutting through the Noise with Data

Director, Platform Partnerships

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Gettings HCPs engaged with your brand is more challenging than ever. Mounting pressures on HCPs are leading to fragmented attention spans, and cutting through the clutter is increasingly difficult. The need to maximize every interaction is crucial. In order to get (and hold) their attention, we need to meet HCPs where they are and deliver what they want.

Gettings HCPs engaged with your brand is more challenging than ever. Mounting pressures on HCPs are leading to fragmented attention spans, and cutting through the clutter is increasingly difficult. The need to maximize every interaction is crucial. In order to get (and hold) their attention, we need to meet HCPs where they are and deliver what they want. 

Siloed thinking is a missed opportunity. We have to connect with HCPs across all channels and those channels must act in concert through relevant data. Insights derived from data captured in multichannel CRMs provide situational awareness, and enable more tailored, valuable HCP engagements. This allows us to extend the dialogue beyond the channel at hand; regardless of the channel, the conversation will continue.

TOP 3 BEST PRACTICES

1. Show up prepared

Empower your reps to utilize all of the tools at their disposal, such as timeline view to review all previous touchpoints with the HCP. This ensures the most effective sequence of information and relevant messages are being presented to your target HCPs. Train reps to review what other reps in their territory have recently presented to avoid unintentional message duplication. Encourage your reps to pass along their input to bolster the entire platform.

2. Get your audience the right content

Automatically tailor content to your audience by tapping into data already attributed to your HCP in Veeva CRM. For example, CLM content can be custom coded to present a more focused and appropriate story flow depending on whether your audience is a specialist or a GP.

After the call, enable your reps to follow up with the right content by developing engaging and targeted materials for multichannel deployment. Train your team to identify appropriate times to send follow-up content via Veeva CRM Approved Email to extend the conversation from the call, help support HCPs’ clinical practice, and keep them engaged and looking forward to the next call.

3. Leverage data as your sixth sense

Utilize analytic feedback and reports to inform performance enhancements to your content. Create a workflow of regular reviews of your Veeva CLM and Veeva CRM Approved Email analytics to identify content that leads to more engaging conversations. Analyzing HCP sentiment and reporting on the amount of time slides are shown are great ways to separate top performing, under-utilized content.

By understanding your HCPs’ preferences, you can improve infrequently utilized slides and amplify focus on content that is already well received.

Beyond content personalization, you can also use data science to help your reps engage more effectively with HCPs. With Veeva CRM Suggestions, business rules can trigger recommendations from key events in your data and platform to trigger the next best action for reps. Consolidate all your channel interactions with HCPs to bring together a 360° view of your audience.

More About the Author

JJ Mifsud

JJ Mifsud is an innovative Product Engineer who has been laser-focused on the Veeva platform since 2012. He works with clients to consult, architect and develop groundbreaking solutions across the platform. With extensive experience leading the deployment of hundreds of CLM Presentations, JJ currently leads Klick's Veeva Practice as a subject matter expert who provides the highest level of Veeva support for both clients and internal teams.

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