Supercharge Your CRM with Veeva OpenData

This video provides a focused presentation on the strategic value of integrating Veeva OpenData directly into Veeva CRM, emphasizing its role in optimizing pharmaceutical commercial operations. The core purpose is to demonstrate how this seamless integration addresses critical pain points for field representatives, namely low productivity and the risk of non-compliance stemming from difficult or time-consuming access to customer data. By positioning OpenData as a necessary enhancement, the video establishes that a superior user experience is foundational to achieving high data quality and effective Healthcare Professional (HCP) engagement.

The presentation details the specific capabilities of OpenData, which provides global reference data covering healthcare providers, organizations, and their affiliations. A key feature highlighted is the real-time global search functionality, allowing reps to query the entire OpenData universe directly from within the Veeva CRM iPad application. This integration is crucial for field effectiveness, as it drastically reduces the friction associated with data retrieval. The efficiency gains are quantified, noting that reps can access the necessary data 60% faster and with 50% fewer clicks compared to utilizing legacy customer data solutions, underscoring a significant return on investment in terms of time saved and increased selling time.

Beyond simple data retrieval, the video emphasizes OpenData’s role in data governance through its streamlined Data Change Request (DCR) workflow. Maintaining accurate customer data is a continuous challenge, and OpenData simplifies this regulatory requirement by allowing reps to initiate, submit, and monitor the status of a DCR directly within Veeva CRM, eliminating the need to toggle to a separate application. This integrated process not only improves the rep experience but also accelerates the data quality cycle. The video cites a powerful metric: OpenData provides four times faster DCR resolution times compared to traditional, less integrated providers, ensuring that the CRM data remains current, reliable, and compliant. The overall message is a call to action for companies whose customer data utility is hampered by poor user experience, urging them to adopt OpenData to supercharge their CRM capabilities.

Key Takeaways: • The Dual Risk of Poor Data Access: The video explicitly links poor field rep experience with data access to two major risks: lower productivity and potential non-compliance, highlighting that data management is both an efficiency and a regulatory issue. • Quantifiable Efficiency Metrics: Veeva OpenData delivers substantial, measurable improvements in commercial operations efficiency, enabling field reps to access required HCP data 60% faster and with 50% fewer clicks than alternative solutions. • DCR Workflow Automation is Critical: Streamlining the Data Change Request (DCR) process is essential for maintaining data quality and regulatory adherence. OpenData achieves four times faster DCR resolution times by integrating the submission and monitoring workflow directly into the CRM. • Seamless Mobile Integration: The focus on the Veeva CRM iPad app underscores the necessity of optimizing data search and download capabilities for mobile field use, ensuring data accuracy is maintained at the point of customer interaction. • User Experience Drives Data Quality: The core premise is that poor user experience directly impacts the quality and utility of customer data; therefore, investing in integrated solutions like OpenData is a prerequisite for high data integrity. • Foundation for AI Solutions: The high-quality, standardized global reference data (HCPs, HCOs, affiliations) provided by OpenData is the ideal, clean data foundation required for successful deployment of advanced AI and LLM solutions in commercial operations. • Regulatory Compliance Support: By ensuring reps have fast access to accurate, up-to-date customer data and a controlled DCR process, OpenData helps pharmaceutical companies mitigate the risk of non-compliance in their commercial interactions. • Strategic Consulting Opportunity: During Veeva CRM implementation and customization projects, consultants should prioritize the integration of OpenData to maximize the client’s investment in the CRM platform and immediately enhance field force productivity. • Single Source of Truth: OpenData’s integration ensures that global reference data is seamlessly available within the CRM, establishing a single, authoritative source of truth for all commercial planning and execution activities.

Tools/Resources Mentioned:

• Veeva OpenData: Global reference data solution for HCPs, HCOs, and affiliations.
• Veeva CRM: The core Customer Relationship Management platform used by the pharmaceutical industry.
• Veeva CRM iPad app: The mobile interface used by field representatives for customer engagement and data access.

Key Concepts:

• HCP Engagement: The process by which pharmaceutical field reps interact with healthcare providers.
• Global Reference Data: Comprehensive, standardized data sets covering healthcare providers, organizations, and their relationships worldwide.
• Data Change Request (DCR): The formal process used by pharmaceutical companies to submit corrections or updates to customer data records to ensure accuracy and compliance.