MMIT's Integration in Veeva CRM: Pre-Call Planning

This video provides a focused demonstration of the MMIT FormTrak integration within Veeva CRM, illustrating how pharmaceutical sales representatives can leverage real-time managed markets data to significantly enhance their pre-call planning and commercial execution. The primary purpose of the integration is to seamlessly deliver relevant pull-through and promotional materials directly within the native Veeva application interface, ensuring reps have immediate access to critical payer and coverage information based on the specific account and product they plan to discuss.

The demonstration highlights the dynamic functionality of the MMIT integration. By leveraging the existing profile information stored in Veeva CRM—specifically the account's location (zip code) and the chosen product—MMIT's system dynamically pulls in all relevant formulary and coverage data into FormTrak templates in real time. For instance, the video illustrates a scenario where a rep preparing to visit a doctor in Connecticut instantly sees a 96% coverage rate in that area, accompanied by a grid detailing the top relevant payer plans based on the highest number of covered lives within that zip code. This immediate access to actionable data ensures that the rep's message is tailored to the patient access landscape specific to that physician.

A crucial aspect emphasized is the integration's ability to maintain content accuracy and efficiency across multiple engagements. The system eliminates the need for reps to manually create or search for different materials when planning subsequent calls for the same product in different territories. By simply clicking a thumbnail within the Veeva interface, the system dynamically pings the MMIT database, instantly refreshing the coverage information for the new account's zip code. The example switches to a Wisconsin-based account, immediately displaying a 90% coverage rate and the corresponding top plans for that region. This real-time synchronization is positioned as critical in the pharmaceutical industry, where payer policies and coverage details are constantly changing, ensuring that the promotional material used is always compliant and relevant. The integration effectively transforms Veeva CRM into a single source of truth for both customer interaction history and managed markets intelligence, streamlining commercial operations and maximizing the impact of sales calls.

Key Takeaways: • Optimized Pre-Call Planning: The integration automates the preparation phase for sales reps by instantly matching specific account profiles (location, product) with relevant managed markets intelligence, drastically reducing the time spent gathering information before a call. • Real-Time Data Synchronization: The system ensures that coverage and policy information is always current by dynamically querying the MMIT database upon access, which is essential given the rapid changes in payer landscapes and regulatory requirements. • Enhanced Promotional Material Relevance: By providing real-time data on formulary coverage and payer plans, the integration allows reps to select or generate promotional and pull-through materials that are highly relevant to the specific physician's patient base, improving the effectiveness of the sales conversation. • Single Source of Truth for Commercial Data: Integrating managed markets data directly into Veeva CRM centralizes critical commercial intelligence, eliminating the need for reps to navigate external applications or rely on static, potentially outdated, resources. • Data-Driven Targeting based on Lives: The coverage grid prioritizes relevant plans based on the "highest number of lives" covered within the account's zip code, providing a practical, quantitative metric for reps to focus their messaging and understand patient access potential. • Efficiency in Multi-Territory Planning: The dynamic content generation capability allows a rep to prepare for multiple calls across different geographic areas for the same product without having to manually create or customize distinct material sets, leveraging the system's ability to instantly localize the data. • Maximizing Veeva CRM Investment: The integration showcases how third-party data services can be deeply embedded into the Veeva platform, extending the CRM's utility beyond contact management into critical commercial intelligence and sales enablement. • Compliance and Accuracy: By relying on a dedicated managed markets data provider (MMIT), the solution helps ensure that the coverage information presented to physicians is accurate and supports compliant discussions around patient access and product availability.

Tools/Resources Mentioned:

• Veeva CRM
• MMIT FormTrak (Managed Market Insights & Technology)

Key Concepts:

• Pre-Call Planning: The process pharmaceutical sales representatives undertake to prepare for a meeting with a healthcare professional, including researching the doctor, understanding their patient population, and reviewing relevant product information and market access data.
• Managed Markets Data: Information pertaining to payer organizations, health plans, formularies, and drug coverage policies, which dictates patient access to pharmaceutical products.
• Pull-Through Material: Promotional or educational content designed to help physicians understand how to prescribe a drug effectively within the context of managed care restrictions and patient access programs.
• Dynamic Functionality: The ability of the software to retrieve and display information that is specific to the user's context (e.g., account, location, product) in real time by querying an external database.