![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2022\/05\/Empowering-Alnylams-Multichannel.png\")
<\/p>\n\nPivoting the conventional use of CRM from purely a source of information to a source of actionable insight
\npresents exciting opportunities for pharmaceutical companies to enable multichannel key account managers
\n(KAMs) and encourage responsible prescribing.\n<\/p>\n
\nFollowing a period of accelerated adoption, the uptake of digital channels by field teams to connect with
\nhealthcare providers (HCPs) has skyrocketed. Now more than ever, life sciences organizations recognize the
\nimportance of a solid data foundation to fuel digital excellence.\n<\/p>\n
<\/p>\n
\nRNAi therapeutics pharmaceutical, Alnylam, partnered with twentyeightb to explore their data\u2019s potential and \nAlnylam were keen to encourage a culture of CRM within the organization, transforming the CRM from a \nThe collaboration targeted four areas:\n<\/p>\n \nA critical component of this project was designing and developing dashboards at the core of the KAM\u2019s \nA field team-centric approach involves listening to KAMs, empathizing with their pain points, and embracing \nIt was critical to address any concerns or apprehensions a KAM may have when faced with an entirely new CRM \nAlnylam\u2019s RNAi-based medicines targeting rare conditions provided the ultimate testing ground for Veeva CRM \n“Data is everything for rare disease prescribing.” \nThroughout the entire development process, the guiding principle was to design a system that encourages \nThe vast majority of pharmaceutical CRM systems rely on off-the-shelf templates to simplify complex and \nAn ongoing challenge for pharmaceutical companies is overcoming the tendency for field teams to view CRM \nGiving field teams complete confidence and clarity as to how they can benefit from the solution was paramount. \n“Alnylam\u2019s tailored Veeva CRM MyInsights dashboards combine user-generated data with external \nClosed-loop marketing represents a powerful opportunity associated with e-detailing and an immersive CRM that \nClosed-loop marketing was a key focus in developing Alnylam\u2019s MyInsights dashboards to supply field teams \nTranslating complex data insights into highly concrete and actionable soundbites is critical to avoid an \n“Veeva provides a powerful and sophisticated system with industry-leading capabilities. \nThe flexibility of building a dedicated app meant twentyeightb could develop tailor-made dashboards and \nBoth Alnylam and twentyeightb agreed that a modular architecture was necessary to enable \u2018drag and drop\u2019 \n“To future proof the project and avoid boxing ourselves in, we developed the dashboards \nThe \u201cPrepare\u201d view dashboard built with a modular approach allows \nEmbracing a modular architecture allows Alnylam to move dashboards, \nIn this \u201cMy Customers\u201d view, users quickly access customers\u2019 lists \nOnce a planning list is accessed, users can easily filter and sort results \nAlnylam\u2019s MyInsights dashboards\u2019 flagship feature is an interactive \nThe \u201cMy Focus\u201d view alerts users on territory changes and allows \nTo maximize the impact of their engagement with each customer, \nEmbracing data in the digital age and designing data-enabled \n“The foresight to augment Veeva\u2019s advanced solutions is a credit to Alnylam\u2019s \nAlnylam<\/a> has led the translation of RNAi (RNA interference) from Nobel Prize-winning discovery into an entirely \nVeeva is the global leader in cloud software for the life sciences industry. Committed to innovation, product
\nprovide insights to accelerate adoption of Veeva\u2019s digital channels. Together, they utilized the Veeva CRM MyInsights<\/a> (now Vault CRM X-Pages) platform to provide Alnylam\u2019s KAMs with instant access to actionable insights to better understand
\ntheir territories and enable smarter actions.\n<\/p>\n
\ntransaction-based tool to a dynamic \u201ccentral nervous system\u201d of intelligence. With a focus on rare disease
\ntreatments, the measurement of customer engagement quality – over quantity – came very much to the forefront.\n<\/p>\n\n
Taking a Field Team-centric Approach to Drive Adoption<\/h3>\n
\nworkplace. Instead of leading with new tools and asking the field teams to change their behavior around them,
\nembracing a user-orientated approach was a priority.\n<\/p>\n
\ndesign thinking to identify alternative solutions that best fit their needs. Alnylam involved field teams in the
\ndesign process to collect feedback and make iterative improvements during the testing phase.\n<\/p>\n
\nsolution. One of the most important factors was demonstrating a positive relationship between a user inputting
\ndata into the CRM and the solution offering useful insights in return. The development team followed Nir Eyal\u2019s
\nHook Model\u2019s principles to build habit-forming features that become an intrinsic part of the user\u2019s day-to-day
\nregime. Guaranteeing a positive end-to-end experience provides an invaluable opportunity to collect feedback.
\nAlnylam can apply this information to refine its approach and, ultimately, enhance the system\u2019s intelligence for a
\nmultichannel field force.\n<\/p>\nRare Diseases: The Ultimate Testing Ground<\/h2>\n
\nMyInsights. While all KAMs rely on data to identify potential leads and connect with HCPs, the lack of highly
\nspecialized HCPs working in rare diseases requires incredibly detailed data and sophisticated insights to
\npinpoint viable prospects. This scarcity and demand for high-resolution data presented a unique opportunity to
\ncreate an e-detailing solution that translates vast data sets into actionable insights to empower the multichannel
\nKAMs.\n<\/p>\n
\n\u2014 David Andrew, CRM Lead for the CEMEA Region, Alnylam<\/span>\n<\/p><\/blockquote>\nEncouraging Appropriate Prescribing<\/h3>\n
\nappropriate prescribing. In the context of vending RNAi therapeutics, this refers to the distribution of
\npharmaceuticals to certified HCPs whose patients will benefit from access to specific treatments while providing
\ncomplete transparency about their associated risks.\n<\/p>\nRare Diseases Require Precision<\/h3>\n
\nunsorted events from the real world into organized and usable insights. The unique challenges associated
\nwith prescribing for rare diseases require more precision. twentyeightb leveraged the flexibility of Veeva CRM
\nMyInsights to develop a highly specialized set of custom offline dashboards that address Alnylam\u2019s
\nrequirements and provide accurate insights for their field teams.\n<\/p>\nSmall but Mighty: Driving Change in Pharma<\/h2>\n
Shifting from Tracking to Empowerment<\/h3>\n
\ndashboards as tracking tools \u2014 designed to monitor their progress, incentivize action, and grade performance.
\nWhile many CRM systems do include functionality to monitor activity, Alnylam\u2019s MyInsights dashboards aim to
\nuse data to empower the multichannel user.\n<\/p>\n
\nThe objective was to create a solution where the KAM feels in control of the data they provide and understand
\nthe value of sharing information to get more timely and relevant insights, and ultimately improve engagement.\n<\/p>\n
\nsources to provide the guidance KAMs need to analyze and improve their performance.”
\n\u2014 Sebastien Noel, Director of Multichannel Veeva CRM Europe, Veeva<\/span>\n<\/p><\/blockquote>\nHarnessing Data with Closed-Loop Marketing<\/h3>\n
\nworks in harmony with sales processes. In the context of Veeva CRM MyInsights, this refers to user feedback
\nand data analytics to inform decision-making at the start of a sales funnel.\n<\/p>\n
\nwith highly relevant leads by learning from previous actions and refining Alnylam\u2019s prospecting capabilities via a
\ncontinuous cycle. Combining CRM data (e.g., when a KAM last met with a customer) with external data sources
\n(e.g., HCP demographics, online journeys, and activity) provided a wealth of insights for the field team. Tracking
\nengagements and feeding Veeva CRM MyInsights with a constant stream of feedback help optimize the sales
\ncycle. To go further, Alnylam collected information about how HCPs responded to marketing materials to build
\ndetailed profiles and help KAMs tailor their engagement strategy.\n<\/p>\nVisualizing Data with Intuitive Dashboarding<\/h2>\n
\ninformation overload and help field teams make the best use of Alnylam\u2019s insights solution. Developing intuitive
\ndashboards and incorporating engaging visuals into the e-detailing interface involved building an HTML5 app
\nthat runs in Veeva CRM<\/a>.\n<\/p>\n
\nOur task was to unlock its full potential by building an \u201capp within an app\u201d
\nthat would bring Alnylam\u2019s data insights to the fore.”
\n\u2014 James Harper, Founder & Managing Director, twentyeightb<\/span>\n<\/p><\/blockquote>\n
\ninclude specific insights to support Alnylam KAMs. Involving end-users in the development phase was critical to
\noptimize the e-detailing interface and deliver insights that resonate with field teams.\n<\/p>\nBenefits of a Modular Architecture<\/h3>\n
\nchanges without complex technical back-end manipulation.\n<\/p>\n
\nso we could swap in and out data visualization components as new data sources became
\navailable. Ultimately, they were designed to be scalable, flexible and low maintenance.”
\n\u2014 Rahul Arora, Associate Director, Strategic Technologies, Alnylam<\/span>\n<\/p><\/blockquote>\n\n
\nusers to quickly access the right information to enable effective sales
\ncalls with HCPs — from presenting a \u201cDigital Prospecting\u201d score to
\nattitudinal survey results carried through the Veeva Survey function.\n<\/p>\n
\nexperiment with different display options, and use ongoing testing
\nto identify which functions are popular with KAMs and why others
\nmight be overlooked. The flexibility and agility to run hundreds of
\nmini-experiments provides valuable data to inform future developments
\nand helps Alnylam build a field team-centric system that can be
\ncontinuously improved.\n<\/p>\n
\nbased on key factors such as specialty, targeting, segmentation,
\nlast seen dates, consent, and multichannel activity. These options
\nare regularly reviewed and updated based on user feedback and the
\nchanging customer landscape.\n<\/p>\n
\nto create a tailored list of HCPs based on their needs. Recent updates
\nallow users to feedback on the value of some of the data presented,
\nsuch as the digital prospecting score.\n<\/p>\n<\/div>\n\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2022\/05\/Empowering-Alnylams-Multichannel2.png\")
<\/p>\n<\/div>\n<\/div>\n\nGeomapping for an Intuitive User Interface (UI)<\/h3>\n
\nmap that displays key insights on the physical distribution of HCPs
\nacross a region. The chart provides an engaging front-end that
\ncaptures a vast volume of data and multiple layers of information for
\nKAMs to explore. The mapping interface alerts users to the latest and
\ngreatest on their territory using a notification alert similar to a
\nsmartphone. This mechanism enables KAMs to quickly and easily
\nidentify areas of interest and high-potential leads.\n<\/p>\n
\nthem to assess the potential opportunity associated with that
\nchange. It facilitates and accelerates the creation of HCP target
\nlists which the KAM can then action – saving them time in spotting
\nopportunities to engage or re-engage the HCP.
\nFrom the map view, users can drill-down to access HCP insights
\nand assess the value of a potential engagement as well as consent
\nstatus, channel preferences, multichannel activity, and engagement
\nhistory.\n<\/p>\n
\nAlnylam\u2019s KAMs receive guidance through a review dashboard that
\nprovides an overview of the account timeline and past interactions in
\nan intuitive and data-rich manner. Unlike the out-of-the-box timeline,
\nthis version includes a wide range of non-user triggered touchpoints
\nsuch as webinar attendance, web visits and head office interactions.\n<\/p>\n
\nsystems around human experiences provides exciting opportunities
\nto empower field teams and encourage appropriate prescribing
\nbehavior.\n<\/p>\n<\/div>\n\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2022\/05\/Empowering-Alnylams-Multichannel3.png\")
<\/p>\n<\/div>\n<\/div>\n
\nstrategic thinking, disruptive mindset, and determination to share their robust
\npipeline of innovative RNAi-based medicines across the globe.”
\n\u2014 Sebastien Noel, Director of Multichannel Veeva CRM Europe, Veeva<\/span>\n<\/p><\/blockquote>\n
\nnew class of medicines. Headquartered in Cambridge, Massachusetts, Alnylam specializes in four therapeutic
\nareas: genetic medicines, cardio-metabolic diseases, infectious diseases, central nervous system (CNS), and
\nocular diseases.\n<\/p>\n
\nexcellence, and customer success, Veeva serves more than 1,000 customers, ranging from the world\u2019s largest
\npharmaceutical companies to emerging biotechs. As a Public Benefit Corporation, Veeva is committed to
\nbalancing the interests of all stakeholders, including customers, employees, shareholders, and the industries
\nit serves. Veeva CRM MyInsights<\/a> is an innovative data visualization capability that provides tailored insights
\nright in Veeva CRM. It gives you the freedom to visualize your data any way you want. It uses information
\ndirectly from your CRM so your data is always current. Your field teams get actionable insights at the point
\nof planning and decision making, driving better execution.\n<\/p>\n