MMIT's Integration in Veeva CRM: Triggered Email

This video provides a focused overview of how MMIT’s FormTrak solution integrates seamlessly with Veeva CRM to revolutionize the delivery of promotional and pull-through materials by pharmaceutical sales representatives. The core objective is to transition commercial operations away from static, outdated methods, such as distributing physical printouts or static PDFs, toward a dynamic, compliant digital communication strategy utilizing Veeva’s native "rep triggered email" functionality. This integration is positioned as a critical upgrade for commercial teams seeking to ensure content accuracy, maintain regulatory compliance, and gain measurable insights into content utilization.

The mechanism for content delivery is highly sophisticated and designed for regulatory adherence. Following an account visit, the sales representative uses the Veeva CRM interface to select a pre-approved template specific to the product being discussed. The MMIT integration then automatically populates the approved message, personalizes it with the physician's name, and embeds a crucial dynamic hyperlink. This hyperlink is the cornerstone of the solution: rather than linking to a static file, it pings the MMIT database in real-time when clicked. This ensures that the healthcare professional (HCP) is always viewing relevant data and information current "as of that moment," regardless of whether the email was initially sent two weeks or six months prior. This dynamic retrieval capability is essential for pharmaceutical companies dealing with rapidly changing market access and formulary information, guaranteeing that content is "never outdated or stale."

Beyond compliant content delivery, the integration significantly enhances the business intelligence capabilities available to commercial operations and marketing teams. By leveraging the native email tracking functionality within Veeva CRM, the solution provides robust metrics that go beyond simple delivery confirmation. It allows companies to track not only the frequency of communication sent to an account but, more importantly, to quantify the return on investment (ROI) and utilization rate. This is achieved by monitoring the number of times the HCP actually opens the email and clicks the dynamic hyperlink. These granular utilization insights provide actionable data for leadership, enabling them to definitively identify whether the current marketing strategy is working effectively or if a strategic pivot in messaging, targeting, or content is necessary.

Key Takeaways:

• Modernizing Commercial Content Delivery: The solution facilitates a necessary shift from outdated static content (printouts, PDFs) to dynamic, digital delivery via Veeva's rep-triggered email, enhancing the professionalism and efficiency of sales interactions.
• Real-Time Data for Compliance: The use of a dynamic hyperlink that connects directly to the MMIT database ensures that the content viewed by the HCP is updated in real-time, effectively solving the critical compliance challenge of preventing the distribution of stale or non-compliant market access data.
• Optimizing Veeva CRM Investment: The integration maximizes the value of the existing Veeva CRM platform by utilizing core functionalities like rep-triggered email and email tracking, demonstrating how specialized third-party data can be integrated into regulated workflows.
• Automated Regulatory Adherence: Sales representatives are guided to use pre-approved templates, and the system automatically populates compliant messaging, minimizing the risk of human error and ensuring that all communications adhere to regulatory standards.
• Quantifiable ROI Measurement: The integration provides a clear mechanism for quantifying the utilization and ROI of promotional materials by tracking the specific number of times the dynamic hyperlink is opened and clicked, moving beyond simple email open rates.
• Data-Driven Strategic Pivots: The utilization data gathered through Veeva tracking serves as crucial business intelligence, allowing marketing and commercial operations teams to make informed decisions about content efficacy and determine if a change in strategy or messaging is warranted.
• Addressing Content Obsolescence: The dynamic data retrieval directly addresses the high rate of content obsolescence common in the pharmaceutical industry, particularly concerning complex formulary and patient access information.
• Seamless Data Integration: The solution establishes a robust data pipeline that connects external, specialized market access data (MMIT) directly into the regulated, auditable environment of Veeva CRM for both delivery and subsequent performance analysis.

Tools/Resources Mentioned:

• Veeva CRM: The foundational Customer Relationship Management platform utilized for sales force automation and compliant communication.
• MMIT FormTrak: A specific solution from MMIT (Managed Market Insights & Technology) focused on patient access data and insights, which serves as the real-time data source.
• Rep Triggered Email: A specific feature within Veeva CRM used to initiate compliant email communications from the sales representative.
• Email Tracking Functionality: The native Veeva CRM feature used to monitor and quantify the engagement (opens and clicks) with the sent communications.

Key Concepts:

• Dynamic Hyperlink: A link embedded in the email that retrieves the most current data from the source database upon clicking, ensuring the content is always up-to-date and compliant.
• Rep Triggered Email: A regulated communication method allowing sales representatives to send pre-approved, personalized emails to HCPs directly from the CRM, maintaining an audit trail.
• Pull-Through Material: Promotional or educational content designed to facilitate the patient journey by providing information on formulary status, coverage, or access requirements.
• Content Staleness: The state where promotional or educational content, particularly that referencing market access or formulary status, becomes outdated or inaccurate due to changes in payer policy, posing a regulatory risk.