Veeva Summit 2019 EU #VECMS - Pulse showcase their best in class Veeva CLM content

This presentation, showcased at the Veeva Commercial and Medical Summit, details a best-in-class methodology for utilizing Veeva Closed Loop Marketing (CLM) content to facilitate compliant and efficient delivery of scientific publications to Healthcare Professionals (HCPs). The core innovation lies in transforming the CLM presentation from a static delivery tool into an interactive, transactional platform that ensures regulatory adherence while maximizing sales representative efficiency. The approach focuses specifically on integrating the content request, consent capture, and delivery fulfillment directly within the digital presentation environment.

The process begins with the sales representative leveraging dynamic CLM content, such as a summary slide, which is tailored based on specific patient characteristics discussed during the interaction. This personalization allows the rep to strategically draw the HCP’s attention to highly relevant scientific papers. Crucially, the system is designed to trigger the HCP to request the scientific paper directly via email, thereby initiating a compliant content exchange. By embedding a pre-approved email template directly inside the CLM content, the solution effectively removes traditional barriers to capturing explicit consent, ensuring the interaction adheres to regulatory requirements for unsolicited information requests.

This integrated workflow allows the sales representative to quickly and easily send the requested scientific paper without interrupting the flow of their business discussion or navigating away from the Veeva platform. Beyond efficiency, the methodology incorporates a sophisticated, embedded copyright tracking system. This system provides the pharmaceutical company with full visibility into the subsequent usage of the publication, including tracking downloads, transfer value, and overall usage against established licensing contracts. This comprehensive data capture is essential for managing intellectual property rights and maintaining robust audit trails, with the sales rep also benefiting from this visibility directly on their activity timeline within Veeva CRM.

The overall framework demonstrates a powerful application of Veeva CLM for enhancing commercial operations while simultaneously strengthening compliance. By automating consent capture and providing granular, real-time tracking of publication usage, the solution addresses critical pain points related to content governance, regulatory reporting (such as 21 CFR Part 11 requirements for electronic records), and maximizing the return on investment for licensed scientific literature. This integration of content delivery, consent management, and usage tracking represents a significant advancement in compliant digital engagement within the life sciences sector.

Key Takeaways: • Integrated Consent Capture: The system utilizes embedded email templates within the Veeva CLM content itself to seamlessly trigger the HCP’s request for scientific papers, effectively capturing explicit consent for delivery while removing workflow barriers for the sales rep. • Dynamic Content Triggering: Sales representatives use personalized summary slides, dynamically linked to patient characteristics, to compliantly prompt the HCP to request specific scientific literature, ensuring relevance and increasing the likelihood of engagement. • Uninterrupted Workflow: By embedding the fulfillment mechanism (email template) inside the CLM presentation, the sales rep can send the requested scientific paper immediately without interrupting the meeting flow, significantly improving operational efficiency. • Robust Copyright Tracking: An embedded copyright tracking system provides the pharmaceutical company with full visibility into post-delivery usage, including detailed metrics on downloads, transfer value, and overall usage against publication licensing agreements. • Regulatory Data Visibility: The granular tracking data generated by the system is crucial for regulatory compliance, supporting audit trails, managing intellectual property, and demonstrating adherence to content governance policies. • Sales Rep Empowerment: Sales representatives gain immediate visibility into the usage and engagement metrics of the content they deliver, displayed directly on their Veeva CRM timeline, allowing for better follow-up strategies and performance assessment. • Optimizing Publication ROI: By tracking the usage and transfer value of scientific papers, the company can better assess the effectiveness and necessity of its publication licensing contracts, optimizing resource allocation. • Addressing Unsolicited Information Requests: The methodology provides a compliant, traceable, and automated pathway for handling unsolicited requests for scientific information (a common regulatory challenge in Medical Affairs and Commercial interactions). • Leveraging Veeva CLM Beyond Presentation: The approach demonstrates how Veeva CLM can be leveraged as a transactional tool for compliant data exchange and fulfillment, rather than merely a digital slide deck viewer. • Best Practice for Digital Content Governance: This model establishes a high standard for digital content governance by linking content delivery directly to consent capture and providing end-to-end usage tracking, essential for GxP environments.

Tools/Resources Mentioned:

• Veeva CLM (Closed Loop Marketing)
• Veeva CRM Approved Email (implied use for embedded templates)
• Veeva Commercial Cloud
• Veeva CRM

Key Concepts:

• Veeva CLM (Closed Loop Marketing): A component of Veeva CRM used by pharmaceutical sales representatives to deliver interactive, approved digital content to HCPs, capturing data on content consumption and interaction.
• HCP (Healthcare Professional): The target audience for the scientific paper delivery and engagement.
• Consent Capture: The regulatory requirement to obtain explicit permission from the HCP before sending them promotional or scientific materials, which is streamlined and automated in this process.
• Copyright Tracking System: An embedded mechanism designed to monitor and report on the post-delivery usage, downloads, and transfers of licensed scientific publications, ensuring compliance with licensing agreements.