Field Medical Targeting for an Expanded Indication

Challenge:

A customer was preparing for an upcoming launch of an existing product in a new indication. They were seeking to identify Field Medical targets beyond traditional KOLs in order to increase educational effort among HCPs involved in patient care. Customer Field Medical preparations needed to be expedited to support optimal HCP engagement strategy alongside data-driven territory design and team sizing.

How Data Cloud Helped:

• Leveraged Veeva Compass Patient and Veeva Link Key People to identify and prioritize a balanced list of experts for Field Medical, surfacing both the relevant scientific experts and those diagnosing and treating patients
• Expert list was separated into prioritized tiers, allowing for in-depth understanding of HCP geographic spread by priority, and facilitating territory design
• They gained an understanding of scientific HCP collaboration networks, and facilitated recommendations for strategic outreach with maximum impact
• Informed the field on accessibility and channel preference for the top HCPs identified using Veeva CRM Pulse

Impact:

• Uncovered and recommended 3,000 prescribers and 6,000 scientific experts
• Highlighted the ability for customer to indirectly influence 15% of top scientific experts identified by engaging with the top 0.1% of collaborative experts
• Identified a need for distinct digital leader engagement, based on lack of scientific activity of the top 10 digital experts

Data Cloud Capabilities:

• Compass is patient and prescriber data for segmentation and targeting with unlimited access, covers both prescriptions and procedures and is licensed by a brand. Compass is only available in the U.S.
• Link is deep data for life sciences. Link provides trusted insights for better engagement with KOLs and Key Accounts. You can identify the relevant people for your company, improve your engagements with them and save time.
• CRM Pulse is HCP access data and is available to our CRM customers. Veeva CRM Pulse is more accurate, provides a complete HCP universe, and its privacy safe. True industry census from over half a billion CRM interactions from our CRM Suite. Commercial operations and analytics teams use Veeva Pulse to drive segmentation and targeting.

Top Differentiators

• Unlimited Access of Veeva Compass Patient – allowing for seamless exploration of new indications
• Common Data Architecture supporting quickly connecting multiple Veeva data sources together for complex insights