Conexus - What We've Learned From Implementing Veeva

This video provides an in-depth exploration of best practices and critical lessons learned from implementing and configuring Veeva CRM systems and associated modules within the pharmaceutical industry. Presented by Praveen Seneca, the Chief Information Officer of Connexus, the insights are drawn from over 30 successful Veeva CRM system and module deployments over the past three years. The primary goal of the presentation is to share actionable advice to ensure future Veeva projects—whether new implementations or module additions—run more efficiently and smoothly, focusing heavily on commercial operations and regulatory adherence.

The presentation immediately addresses the rapid shift in pharmaceutical commercial engagement driven by the COVID-19 pandemic, specifically the dramatic increase in the use of "approved emails" as face-to-face detailing became restricted. The speaker notes that clients are typically utilizing around 15 distinct email templates for a variety of communications, including branded and non-branded messaging, clinical data follow-up, invitations to online detailing sessions, and general thank you notes. A key observation is the corresponding rise in email open rates. However, the success of this digital channel hinges on a critical operational detail: ensuring a reliable and validated source of email addresses. This often overlooked data engineering task must be prioritized, and any purchased email lists must be regularly validated, opted-in, and fully compliant with the Can-Spam Act.

Beyond general email hygiene, the video highlights a specific and complex regulatory challenge: compliance with the Colorado Wholesale Acquisition Cost (WAC) disclosure requirements. If an email is used to market a drug, the WAC information must be made available to the targeted Healthcare Professional (HCP). The speaker provides a practical, targeted solution for managing this state-specific regulation: instead of applying the disclosure to all email templates, companies should use targeted email templates specifically designed for HCPs practicing in Colorado. This approach ensures regulatory compliance without unnecessarily complicating communications for the broader, non-Colorado audience.

Finally, the presentation offers strategic advice for implementing complex Veeva modules, such as Veeva Vault and the Events module. The recommendation is to initially leverage the out-of-the-box (OOTB) functionality for a period. This strategy allows the organization to quickly bring core functionality online and gain familiarity with the system's standard capabilities. Only after this initial phase should the business modify or customize the workflows to suit unique business processes, thereby accelerating the time-to-value for the new functionality.

Key Takeaways:

• Prioritize Email Data Quality: Despite often being placed on the back burner, securing a reliable, valid, and opted-in source of HCP email addresses is paramount for successful Veeva Approved Email implementation and commercial outreach.
• Approved Email Usage Volume: Clients are typically deploying approximately 15 different approved email templates to cover the range of commercial communications, including clinical data sharing, invitations, and branded/non-branded follow-up.
• Can-Spam Compliance is Mandatory: All email marketing practices within Veeva CRM must strictly adhere to the requirements of the Can-Spam Act to maintain legal compliance and data integrity.
• Address Colorado WAC Requirements: Pharmaceutical companies marketing drugs via email must ensure the Wholesale Acquisition Cost (WAC) disclosure information is accessible to HCPs practicing in Colorado.
• Targeted Compliance Solution: The most efficient way to meet the Colorado WAC disclosure requirement is by creating and utilizing targeted email templates specifically for Colorado-based HCPs, avoiding unnecessary disclosure complexity for the entire national audience.
• Leverage OOTB Functionality First: When implementing complex modules like Veeva Vault or the Events module, begin by utilizing the out-of-the-box functionality to achieve quick deployment and system familiarity.
• Phased Customization Strategy: Customization and modification of workflows to suit unique business needs should be undertaken only after the organization has successfully deployed and used the standard, out-of-the-box functionality for a period.
• Digital Engagement Surge: The shift away from face-to-face detailing during the COVID-19 lockdown led to a significant increase in the use of approved emails and a corresponding rise in observed open rates, highlighting the importance of robust digital channels.
• Focus on Workflow Complexity: Workflows associated with advanced modules like Veeva Vault and Events can be inherently complex; starting with standard functionality reduces initial implementation friction and accelerates the time-to-value.

Tools/Resources Mentioned:

• Veeva CRM
• Veeva Vault
• Veeva Events Module

Key Concepts:

• Approved Emails: A core Veeva CRM functionality allowing pharmaceutical sales and medical teams to send pre-approved, compliant email communications to HCPs.
• Can-Spam Act: U.S. law setting the rules for commercial email, establishing requirements for commercial messages, giving recipients the right to have emails stopped, and outlining penalties for violations.
• Colorado Wholesale Acquisition Cost (WAC) Disclosure: A specific state-level regulatory requirement mandating that pharmaceutical companies disclose drug pricing information (WAC) to HCPs in Colorado when marketing drugs.
• Face-to-Face Detailing: Traditional method of pharmaceutical sales where representatives meet directly with HCPs; the video notes this was largely replaced by digital methods during the pandemic.
• Out-of-the-Box (OOTB) Functionality: The standard features and capabilities of a software system (like Veeva) before any custom configuration or modification is applied.