Veeva Network's Profiles Help You Understand Healthcare Professionals

This video provides an in-depth exploration of Veeva Network’s Healthcare Professional (HCP) profiles, positioning Network as a foundational master data management (MDM) solution essential for compliant, multichannel customer engagement in the life sciences industry. The presentation establishes that achieving a complete, accurate customer view is crucial but challenging, and Veeva Network simplifies this process by managing and delivering accurate, up-to-date HCP, Healthcare Organization (HCO) profiles, and affiliation data. A core theme is Network’s unique architecture, which includes a single global data model, seamless integration capabilities with both upstream and downstream data sources, and deep integration with Veeva CRM as part of the broader Veeva Commercial Cloud.

The presentation details several differentiating capabilities of Veeva Network beyond traditional enterprise customer MDM solutions. These include a powerful relationship discovery tool that allows for visual exploration of complex HCP and HCO affiliations and hierarchies, which is critical for understanding influence networks. Furthermore, the system is designed for global control with local flexibility, featuring built-in, configurable multi-country management to handle diverse regulatory and market requirements worldwide. The demonstration focuses on the structure of an individual HCP profile, illustrating how the system combines proprietary data (Veeva Open Data) with client-specific custom fields, managed through distinct data stewardship processes.

Using the example of Dr. Javier Sanchez, a practicing physician, the video highlights the comprehensive nature of the profile data. The profile aggregates essential demographics (e.g., prescriber status, degrees, primary and secondary specialties) sourced from Veeva Open Data. Crucially, the profile manages multiple address types, including professional addresses based on admitting rights, preferred mailing addresses, and historical information, ensuring engagement is directed accurately. The system tracks current, inactive, and historical parent/primary affiliations, allowing commercial teams to understand the full scope of an HCP’s institutional relationships. Finally, the profile includes critical compliance and engagement data, such as a verified email address for approved digital outreach, pre-integrated industry identifiers for cross-referencing with external data sources, and federal and state licensing information, which is explicitly noted as enabling rapid sample eligibility determination.

The overall approach emphasizes how robust, well-governed master data is the prerequisite for effective commercial operations and regulatory adherence. By clearly delineating between globally managed data (orange fields, handled by Veeva data stewardship) and locally managed custom data (gray fields, handled by local stewards), Veeva Network provides a clear governance framework. This structure ensures data quality and consistency while allowing pharmaceutical companies the necessary flexibility to incorporate their unique internal data assets, ultimately maximizing the effectiveness of their Veeva CRM investment and multichannel engagement strategies.

Key Takeaways: • Foundational MDM for Commercial Success: Veeva Network serves as the central master data management solution for the life sciences industry, providing accurate HCP and HCO profiles necessary for compliant and effective multichannel customer engagement. • Seamless Veeva Integration: Network is deeply integrated with Veeva CRM as part of the Veeva Commercial Cloud, ensuring that sales and marketing teams always operate using the most current, verified customer data directly within their workflow tools. • Dual Data Governance Model: HCP profiles utilize a clear distinction between "orange fields" (default data provided by Veeva Open Data, managed by Veeva stewardship) and "gray fields" (custom, client-specific data, managed by local data stewards), ensuring both global consistency and local relevance. • Compliance-Critical Data Points: The profiles house essential regulatory data, including federal and state licensing information, which is explicitly used to facilitate rapid and accurate sample eligibility determinations, a key regulatory requirement for pharmaceutical commercial operations. • Relationship Discovery and Hierarchy Mapping: Veeva Network includes a powerful tool for visually exploring complex affiliations and hierarchies between HCPs and HCOs, allowing commercial and medical affairs teams to map influence networks and organizational structures. • Comprehensive Address Management: The system manages multiple address types (e.g., professional addresses based on admitting rights, preferred mailing addresses, historical addresses) to ensure accurate physical engagement and mailing compliance. • Global Control with Local Flexibility: The platform supports multi-country management, allowing global pharmaceutical companies to maintain a standardized data model while configuring local variations necessary for different market regulations and data sources. • Enabling Approved Digital Engagement: Profiles track verified email addresses and other contact information, ensuring that digital engagement channels (like approved email) are utilized based on accurate and verified contact data. • Industry Identifier Integration: The profiles incorporate pre-integrated industry identifiers, simplifying the process of cross-referencing and integrating data from various external industry data sources with the internal master record. • Historical Data Retention: Veeva Network maintains historical and inactive data (e.g., past addresses, former affiliations), providing a complete audit trail and comprehensive view of the HCP’s professional history, which is valuable for compliance and longitudinal analysis.

Tools/Resources Mentioned:

• Veeva Network
• Veeva CRM
• Veeva Commercial Cloud
• Veeva Open Data

Key Concepts:

• HCP Profile: A comprehensive, single source of truth record for a Healthcare Professional, aggregating demographic, professional, affiliation, and licensing data.
• HCO Profile: A corresponding record for a Healthcare Organization (e.g., hospital, clinic).
• Master Data Management (MDM): The discipline of managing and ensuring the accuracy, consistency, and completeness of critical data assets (like customer profiles) across an enterprise.
• Veeva Open Data: The proprietary, verified data source provided by Veeva that populates the default fields (orange fields) in Network profiles.
• Data Stewardship: The process of managing and ensuring the quality and integrity of data, handled either by Veeva (for Open Data fields) or by the client (for custom fields).
• Sample Eligibility Determination: The process of verifying an HCP’s licensing status and credentials to ensure they are legally eligible to receive pharmaceutical samples, a critical regulatory compliance step.

Examples/Case Studies:

• Dr. Javier Sanchez Profile: Used as a practical example of an HCP profile in the Albany, New York area. The profile demonstrated the aggregation of data points such as:
  • Prescriber status and Doctor of Medicine degree.
  • Primary specialty (Pediatrics) and other specialties.
  • Multiple address types (professional based on admitting rights, preferred mail).
  • Current affiliations (Albany Medical Center Hospital and College).
  • Verified email address for approved engagement.
  • Federal and state licensing information.