Zephyr Illuminate and Veeva Suggestions

This video provides an in-depth exploration of Zephyr Illuminate, an "insights-as-a-service" solution designed to enhance field performance in the pharmaceutical and life sciences industries by delivering predictive market insights and actionable recommendations. The core purpose of the platform is to harness global health data from thousands of disconnected sources and integrate it with internal CRM data, enabling field teams to gain a comprehensive, context-rich view of their customers (HCPs and institutions) to drive more confident decision-making across sales and scientific education plans. The solution aims to maximize field team productivity by providing the deep information necessary to extend and enrich customer interactions.

Zephyr Illuminate establishes a new lens for viewing accounts by combining CRM data with external medical and market context. A key feature is "Zephyr Scores," which allow users to intuitively benchmark key accounts and physicians against their peers across critical performance indicators. These scores cover areas such as treatment volume, promotional engagement, market access status, and professional influence. This data-driven, insights-first approach helps commercial and medical affairs leadership strategically position their field force to achieve accelerated sales results and maximize medical education impact within their specific markets and regions.

The platform’s unique value proposition is its seamless integration with leading enterprise vendors, specifically highlighting its deep functionality within Veeva CRM. By embedding predictive insights directly into Veeva account profiles, field teams gain immediate access to a complete customer view, including critical links between HCPs, institutions, and associated systems. This integration powers the Veeva CRM Suggestions capability, pushing data-driven, actionable recommendations—known as "next-best actions"—directly to field representatives. These suggestions help reps quickly determine what is top-of-mind for their customers and where they should be investing their time, leading to more personalized and engaging customer calls.

Specific examples of the CRM suggestions provided include notifications on high-priority customers, detailed alerts on an HCP’s drug usage and financial relationships with competitors, and immediate updates regarding changes to payer status and market access. Furthermore, Zephyr Illuminate utilizes closed-loop analytics, providing marketing leaders with a single, integrated view of their field team’s interactions. This allows marketing to leverage CRM suggestions to send approved emails, reinforce differentiated messaging, and effectively target low-engagement, high-potential accounts based on insights into the most effective channels of engagement. The overall methodology emphasizes leveraging an industry-leading enterprise SaaS platform to ensure data is actively working to drive commercial outcomes.

Key Takeaways: • Strategic Value of Data Aggregation: Zephyr Illuminate’s core strength lies in integrating thousands of global health data sources with internal CRM data, demonstrating the necessity of combining external market context (medical and financial) with internal engagement history for truly predictive insights. • "Insights-as-a-Service" Model: The platform delivers insights directly to the point of action (Veeva CRM), shifting the focus from simply reporting data to providing prescriptive, actionable recommendations that guide field behavior. • Veeva CRM Suggestions as a Critical Integration Point: The video highlights the strategic importance of powering Veeva’s native Suggestions capability, reinforcing that modern commercial effectiveness relies on embedding intelligence directly into existing regulated workflows. • Predictive Scoring for Prioritization: The use of "Zephyr Scores" (covering treatment volume, market access, influence, and promotional engagement) provides a quantifiable, intuitive method for field teams to prioritize accounts and determine optimal resource allocation. • Next-Best Action (NBA) Focus: The platform is engineered around delivering "next-best actions," which is a key methodology for maximizing field team confidence and ensuring they are investing time in activities most likely to lead to accelerated sales and medical education impact. • Critical Commercial Alerts: Specific, high-value alerts include notifications on changes to payer status/market access, co-located account networks, and competitive intelligence regarding an HCP’s financial relationships with competitors. • Closed-Loop Analytics for Marketing: The solution provides marketing leaders with the ability to use the same CRM suggestions interface to deliver approved messaging and reinforce campaigns, ensuring alignment between marketing strategy and field execution, while tracking engagement effectiveness. • Targeting Low-Engagement, High-Potential Accounts: The system provides specific insights to help marketing and sales teams identify and engage high-potential accounts that may currently have low engagement levels, optimizing outreach channels based on effectiveness data. • Enhanced Customer Personalization: The predictive insights, including links between HCPs, institutions, and systems, enable field teams to communicate differentiated messaging and drive more personalized, engaging customer calls, ultimately building deeper relationships.

Tools/Resources Mentioned:

• Zephyr Illuminate (Insights-as-a-Service Platform)
• Veeva CRM (Customer Relationship Management)

Key Concepts:

• Insights-as-a-Service (IaaS): A model where data analysis and predictive intelligence are delivered directly to end-users as a continuous, actionable service, rather than static reports.
• Zephyr Scores: Proprietary metrics used to benchmark key accounts and physicians based on various commercial and medical indicators (e.g., treatment volume, market access, influence).
• Next-Best Actions (NBA): Data-driven, prescriptive recommendations pushed to field reps, guiding them on the most effective activity to perform next to maximize their targets.
• Closed-Loop Analytics: A system that integrates field interactions and engagement data back into the analytical platform, allowing marketing and commercial leaders to measure the effectiveness of their strategies and refine future recommendations.

Examples/Case Studies:

• CRM Suggestion Examples:
  • Notification on high-priority customers, including details on their network of co-located accounts.
  • Call detail alerts regarding an HCP’s specific drug usage patterns.
  • Alerts concerning an HCP’s financial relationships with competitors (competitive intelligence).
  • Real-time updates on changes to payer status and market access availability.