Maximizing Your CRM Investment

This video outlines LEO Pharma's strategic framework for maximizing its investment in Veeva CRM by systematically integrating innovation adoption into its operational lifecycle. The core strategy revolves around focusing on specific Veeva releases that deliver tangible value and align directly with the company's overarching business objectives. LEO Pharma emphasizes that staying current with the latest Veeva innovations is not an ad-hoc process but is systematically built into their application maintenance life cycle, allowing them to consistently "sense the opportunities," "seize the relevant opportunities," and then "transform the business" to meet strategic goals.

The presentation highlights three key Veeva CRM innovations that have been successfully implemented: Approved Email, Closed Loop Marketing (CLM), and Consent Capture. These features were prioritized because they enable LEO Pharma to engage with their customers (healthcare professionals) in a much more direct, personal, and tailored manner, ensuring communications are relevant to the target audience. The successful integration of these tools relies heavily on a robust governance structure, which includes two distinct advisory boards: the System Advisory Board, which is responsible for setting the high-level strategic direction for the entire Veeva application, and the Change Advisory Board (CAB), which operates on the operational level. The CAB assesses and approves every change request before it moves into the development, testing, and production implementation phases.

A critical component of maximizing investment and ensuring ROI is achieving high user adoption. LEO Pharma addresses this through a structured training methodology centered on "super user training camps." When large changes are implemented—such as the rollout of Approved Email and CLM—super users from global affiliates are gathered, trained extensively on the new functionality, and then tasked with returning to their local markets to train the end-users. This decentralized, expert-led training model ensures consistency and effective knowledge transfer across the organization. The speaker concludes by summarizing the three best practices for maximizing CRM investment: ensuring the right competencies are available in the right places, integrating release management activities into the core fabric of daily operations, and establishing rigorous governance structures.

Key Takeaways: • Systematic Innovation Adoption: LEO Pharma treats the adoption of new Veeva features as a structured process built into the application maintenance life cycle, moving systematically from sensing opportunities to seizing them, and finally transforming the business to align with strategic goals. • Dual-Layered Governance Model: Effective CRM management requires two distinct governance bodies: a System Advisory Board (SAB) for setting strategic direction and a Change Advisory Board (CAB) for operational approval, ensuring changes are both strategically sound and operationally feasible. • Prioritizing Customer Engagement Features: The top implemented innovations—Approved Email, CLM, and Consent Capture—were selected specifically because they facilitate direct, personalized, and tailored engagement with customers, enhancing the quality and relevance of commercial interactions. • Integration of Release Management: A core best practice is ensuring that release management activities are not treated as separate projects but are fully integrated into the "fabric" of daily operations, making continuous improvement a standard operating procedure. • Competency Management is Crucial: Maximizing CRM investment depends fundamentally on ensuring that the right technical and operational competencies are secured and placed strategically within the organization to manage and leverage the platform effectively. • Super User Training Camps for Global Adoption: To drive user adoption, especially for major global changes (like CLM), LEO Pharma utilizes centralized super user training camps, empowering local experts to cascade knowledge and training to end-users in their respective affiliates. • Operational Change Vetting: The Change Advisory Board (CAB) plays a vital role in assessing every incoming change request, ensuring thorough vetting before development, testing, and production implementation occurs, thereby maintaining system stability and compliance. • Strategic Alignment is Paramount: The fundamental goal of adopting new Veeva features is to ensure they bring value to the business and actively support the overarching commercial and organizational strategy, preventing the implementation of non-essential features.

Tools/Resources Mentioned:

• Veeva CRM: The core platform being discussed.
• Approved Email (Veeva): Feature used for compliant, personalized email communication with healthcare professionals (HCPs).
• Closed Loop Marketing (CLM) (Veeva): Feature used to track and optimize digital content interactions during sales calls.
• Consent Capture (Veeva): Feature used to compliantly manage and record customer consent preferences.

Key Concepts:

• Application Maintenance Life Cycle: The systematic process LEO Pharma uses to manage, update, and improve its Veeva CRM application, incorporating new releases and innovations.
• System Advisory Board (SAB): A high-level governance body responsible for defining the long-term strategic direction and vision for the Veeva application within the organization.
• Change Advisory Board (CAB): An operational governance body responsible for reviewing, assessing, and approving specific change requests before they are implemented into the production environment.
• Super User Training Camps: A methodology for training key personnel (super users) globally on major new functionalities, who then become local trainers responsible for cascading knowledge to end-users.