Veeva OpenData Email: Extend Your Reach

The video details the strategic advantages of utilizing Veeva OpenData Email for pharmaceutical and life sciences companies seeking to optimize their multi-channel marketing campaigns and improve engagement with healthcare professionals (HCPs). The presentation frames the challenge through the experience of Vivianne, a brand marketing manager at Ver Teo Biopharma, who requires a consistent customer experience across all interactions while needing to reach practitioners inaccessible to her sales representatives. Historically, Vivianne relied on multiple third-party email lists, which resulted in fragmented pricing, restrictive usage agreements, and poor campaign performance characterized by high bounce rates and low open/click-through rates.

Veeva OpenData is presented as the definitive solution to these common commercial operations hurdles. The platform provides access to millions of verified HCP email addresses, encompassing all prescriber types and specialties. A core element of its value proposition is the superior quality of the data, which is sourced from trusted industry organizations and actively stewarded by Veeva. This rigorous data management process ensures consistent quality and reliability, demonstrated by a reported email deliverability rate of nearly 100% in a recent test. This high deliverability directly addresses the performance issues associated with conventional email lists, allowing marketers like Vivianne to achieve acceptable campaign results.

Beyond data quality, the video highlights the commercial and administrative benefits of switching to Veeva OpenData. The solution offers predictable email pricing, granting Vivianne greater control over her monthly spending. Furthermore, the platform simplifies legal and procurement complexity by providing unlimited usage rights for a full year under a single agreement, eliminating the restrictions inherent in managing multiple vendor contracts. Ultimately, adopting Veeva OpenData allows email to function as a reliable, foundational element of the marketing mix, ensuring that customers receive consistent and useful information from the biopharma company, regardless of the touchpoint (office or web), thereby strengthening the overall multi-channel strategy.

Key Takeaways: • Enhanced HCP Reach: Email remains a critical component of the multi-channel strategy, particularly for reaching healthcare practitioners (HCPs) who are not regularly contacted by the field sales force, thus extending the company's overall market reach. • Mitigating Third-Party Data Risks: Pharmaceutical marketing teams often struggle with high bounce rates and poor performance metrics (low open/click-through rates) due to reliance on fragmented, low-quality email lists purchased from multiple vendors. • Data Quality Assurance: Veeva OpenData ensures superior data quality by sourcing email addresses from trusted industry organizations and actively stewarding the data records, which is crucial for maintaining compliance and campaign effectiveness. • Near-Perfect Deliverability: The commitment to data quality translates into tangible performance benefits, with the video citing a recent test confirming email deliverability of nearly 100%, significantly boosting campaign efficiency. • Comprehensive HCP Coverage: The platform offers access to millions of verified HCP email addresses, covering the full spectrum of prescriber types and specialties, providing a robust foundation for highly targeted marketing efforts. • Budget and Pricing Predictability: Veeva OpenData simplifies financial planning for commercial operations by offering predictable email pricing, granting marketing managers better control over monthly spending compared to variable vendor costs. • Simplified Usage Rights: The solution eliminates the complexity of managing multiple data usage restrictions by providing unlimited usage of the verified email data for a full year under a single, straightforward agreement. • Foundational Marketing Element: High-quality, reliable email data allows marketers to confidently integrate email as a foundational element of their marketing mix, supporting the delivery of consistent and useful information to customers across digital and physical channels. • Optimization of Commercial Operations: By improving data quality, simplifying procurement, and boosting deliverability, Veeva OpenData directly contributes to the optimization of pharmaceutical commercial operations, aligning with goals for maximizing CRM and marketing technology investments.

Tools/Resources Mentioned:

• Veeva OpenData Email: The specific product discussed, providing verified HCP email addresses for multi-channel marketing campaigns.

Key Concepts:

• Multi-Channel Strategy: The integrated approach to customer engagement that ensures a unified and consistent experience across all communication vectors (e.g., sales reps, email, web).
• Data Stewardship: The active and professional management of data records, including verification and maintenance, to ensure their accuracy and reliability over time, which is the mechanism Veeva uses to guarantee high deliverability.
• Email Deliverability: A key performance indicator (KPI) measuring the success rate of emails reaching the intended recipient's inbox, which is directly impacted by the quality and verification status of the email list.