28b Veeva Insights - Episode 2: Advanced Veeva CRM Approved Email

This video provides an in-depth exploration of advanced implementations of Veeva CRM Approved Email (VAAIE) and the strategic utilization of MyInsights dashboards to enhance the effectiveness of Key Account Managers (KAMs) in the field. James Harper, Founder and Managing Director of 28b, guides brand teams and creative agencies through leveraging these Veeva CRM tools, focusing on practical applications for optimizing commercial operations. The episode builds upon foundational knowledge of VAAIE, delving into more sophisticated integrations and data visualization techniques.

The presentation begins by demonstrating how KAMs can seamlessly launch Approved Emails directly from within an eDetail. This streamlined process is exemplified by a scenario where a new product guideline necessitates informing customers and inviting them to local medical education meetings. The video illustrates how a KAM can engage a customer with the meeting idea, navigate to a dedicated "meetings tab" within the eDetail, select a suitable time and location, and then, with a single tap, launch a pre-populated VAAIE template. This integration significantly reduces the time and effort required to send targeted communications, allowing KAMs to quickly return to their eDetail and continue their sales conversation.

Following the demonstration of efficient email delivery, the video transitions to the critical role of Veeva CRM MyInsights in maximizing the return on investment (ROI) for these medical education meetings. MyInsights is presented as an innovative data visualization capability designed to deliver relevant information precisely when and where field teams need it. The speaker showcases a custom-built MyInsights dashboard accessible at the territory level, providing KAMs with a quick overview of recruitment progress across multiple meetings. This dashboard integrates standard VAAIE analytics—such as email sent, opened, and link clicked—with data from Veeva CRM Events Management to track actual event registrations. By visually representing recruitment status and identifying specific customers to follow up with, MyInsights empowers KAMs with actionable intelligence to ensure maximum attendance and optimal ROI for their initiatives.

Key Takeaways:

• Integrated Approved Email Launch: Veeva CRM Approved Email (VAAIE) can be launched directly from within an eDetail, significantly streamlining the communication process for Key Account Managers (KAMs) and enabling them to send targeted emails in seconds.
• Enhanced Field Efficiency: This direct launch capability allows KAMs to quickly send critical information, such as invitations to medical education meetings, without leaving their eDetail, thus minimizing disruption and maximizing time spent on selling.
• Automated Template Population: The system can automatically select the correct VAAIE template and populate it with relevant fragments (e.g., meeting details), reducing manual effort and ensuring consistency and compliance.
• Strategic Use of Veeva CRM MyInsights: MyInsights is a powerful data visualization tool within Veeva CRM that provides field teams with timely and relevant information, accessible at both customer and territory levels.
• Optimizing Medical Education Meetings: Custom MyInsights dashboards can be designed to specifically track and optimize the recruitment for local medical education meetings, providing KAMs with a clear overview of their progress.
• Actionable Recruitment Insights: These dashboards combine standard VAAIE analytics (email sent, opened, clicked) with Veeva CRM Events Management data (event registration) to give KAMs a comprehensive view of customer engagement and attendance.
• Data-Driven Follow-up: MyInsights empowers KAMs with actionable information, visually indicating recruitment performance and identifying specific customers who should be invited next or require follow-up, ensuring maximum attendance and ROI.
• Focus on Sales Effectiveness: The ultimate goal of these advanced Veeva CRM implementations is to enhance infield sales effectiveness and contribute to positive sales outcomes by providing field teams with the tools and insights they need.
• Future Content Integration: The video hints at future episodes that will explore functional eDetail content, market insights, KPI tracking, and monitoring content usage, all aimed at further improving sales effectiveness.

Tools/Resources Mentioned:

• Veeva CRM
• Veeva CRM Approved Email (VAAIE)
• Veeva CRM MyInsights
• Veeva CRM Events Management

Key Concepts:

• eDetail: Electronic detailing, an interactive presentation used by sales representatives on tablets or other devices to engage healthcare professionals.
• Key Account Manager (KAM): A sales role focused on managing and developing relationships with strategically important customers or accounts.
• Approved Email: A compliant email communication system within Veeva CRM that ensures all content is pre-approved by regulatory and medical teams before being sent to healthcare professionals.
• MyInsights: A data visualization and dashboarding capability within Veeva CRM that allows for custom reports and actionable insights to be delivered directly to field teams.
• Medical Education Meetings: Events organized by pharmaceutical companies to educate healthcare professionals on new products, guidelines, or therapeutic areas.
• ROI (Return on Investment): A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of several different investments. In this context, it refers to the effectiveness of medical education meetings in terms of customer engagement and attendance.