\nThe first two levels are input measures\u2014they are designed to show what engagement activity is taking place. They are valuable things to measure but in themselves don\u2019t tell you much about impact. To do this you need to add outcome measures (levels 3-5).\n<\/p>\n
- \n
- Conversion<\/strong> \u2013 Adds further context around whether positive engagement resulted in a desired action by the customer. This can be tactical (e.g. getting them to attend a congress), or ideally, more strategic (e.g. moving them through a ladder of adoption until they are advocates of your product).<\/li>\n
- Experience<\/strong> \u2013 Brings the voice of the customer into play. It is critical to capture feedback directly from customers about their experience of engaging your company and what they think about your products.<\/li>\n
- Results<\/strong> \u2013 Measures business results, typically based on sales or market share. But ultimately, impact should be measured by the number of patients benefiting from your products. \t\t<\/li>\n<\/ol>\n
\n\n\nVEEVA OMNICHANNEL MEASUREMENT FRAMEWORK<\/strong>\n<\/p>\n
\t\t
\n\t\t<\/div>\n<\/div>\n
The dichotomy of current omnichannel measurement<\/h2>\n
\nHistorically, pharma has been very good at measuring levels
\none (channel-level exposure measures) and five (aggregated
\nbusiness results at market, submarket, or hospital level)
\nbecause this data is most readily available. Most teams have
\naccess to detailed reports and dashboards that slice and
\ndice this data in many ways.\n<\/p>\n\nThe challenge with focusing on these two levels is that it
\nis either too high level (results), or too granular and siloed
\n(exposure) to drive meaningful action and help refine and
\noptimize engagement strategies. To help identify this
\nmissing middle of omnichannel customer measurement,
\nwe\u2019ve developed the following key measures that can
\nfundamentally improve your level of understanding and
\neffectiveness (see diagram).\n<\/p>\n\n\n\nTHE MISSING MIDDLE<\/strong>\n<\/p>\n
\t\t
\n\t\t<\/div>\n<\/div>\n
Filling the missing middle<\/h2>\n
Customer engagement index (CEI)<\/h3>\n
\nThe customer engagement index is the first step in moving
\naway from measuring interactions at the individual channel
\nlevel to having an objective measure of engagement across
\nall channels and touchpoints over time. The CEI is calculated
\nby analyzing every type of interaction with a customer\u2014both
\ncustomer-initiated (pull) and company-driven (push)\u2014over a
\ngiven time period and applying a score or weighting to each
\ninteraction based on the relative quality of those interactions.
\nThese are then added up and indexed to arrive at one score
\nper customer. The beauty of this measure is it encourages
\na truly omnichannel approach and can be used to correlate
\nto other measure such as whether better engagement led to
\nbetter satisfaction, conversion, and business results.\n<\/p>\nShare of voice and benchmarks<\/h3>\n
\n³Ô¹Ï±¬ÁÏ Pulse is a unique, proprietary aggregated data set
\nbuilt from millions of HCP interactions across the world.
\nThrough this data, companies can understand actual share
\nof voice\u2014how much interaction they\u2019re having relative to
\nothers. The difference with this data, compared to just
\nlooking at your own data or using survey data, is how
\ncomprehensive it is and the fact it is built from actual HCP
\nbehavior and engagement.\n<\/p>\nRelationship quality<\/h3>\n
\nThis measure seeks to evaluate the quality of the
\nrelationships between your customers and field teams.
\nUsing a similar approach to the customer engagement
\nindex, it looks at all interactions between reps or MSLs and
\ntheir customers, and intelligently scores \u201creal engagement\u201d
\nby analyzing the volume, quality, and timeline of activity.
\nEvery individual relationship is scored to better understand
\nconnections and help identify which relationships need to
\nbe prioritized and how.\n<\/p>\nJourney conversion<\/h3>\n
\nMany companies have invested huge amounts of time
\nand money designing target HCP journeys and planning
\ncampaigns to execute on these journeys. However, they
\nare often executed with limited visibility over whether the
\ndesired customer action was achieved. Measuring journey
\nconversion assesses how well HCPs progress through an
\nadoption ladder with a clear data-driven view on the target
\nbehaviors and next actions you are trying to drive. Visualizing
\nand measuring journeys in this way provides rich insight
\ninto what type of engagement works with different types of
\ncustomers.\n<\/p>\nCustomer satisfaction<\/h3>\n
\nFinally, capturing the voice of the customer is essential
\nfor truly understanding the impact of your engagement.
\nThe typical measures are Customer Satisfaction (CSAT)
\nand\/or Net Promoter Score (NPS). There are many ways
\nof measuring this. The challenge is to try and move away
\nfrom one off, ad-hoc primary research to capturing ongoing,
\nregular feedback. It is also important to measure customer
\nsentiment and perception as well, particularly when it
\nconcerns a specific product.\n<\/p>\n\nTechnology platforms such as ³Ô¹Ï±¬ÁÏ CRM<\/a> offer powerful
\nways to capture the voice of the customer on a regular basis.
\nTake, for example, the five-star rating that pops up at the end
\nof a ³Ô¹Ï±¬ÁÏ CRM Engage Meeting call to ask the HCP to rate
\nthe call. It takes less than 10 seconds to complete but can
\ncapture useful information about whether a customer found
\nthe interaction valuable. The survey facility within ³Ô¹Ï±¬ÁÏ\u2019s
\neDetailing aid (³Ô¹Ï±¬ÁÏ CLM<\/a>) is also a powerful tool to capture
\nHCP reactions and sentiment. All help to build up a far richer
\npicture over time about what customers really think.\n<\/p>\nCapturing the right data to drive insightful action<\/h2>\n
\n The reason these five key metrics have not been more widely
\nadopted is due to the complexity in capturing the necessary
\ndata to measure them. This should no longer be the blocker.
\n³Ô¹Ï±¬ÁÏ offers a range of tools that customers can use to not
\nonly help capture the right data points, but more importantly,
\nenable this insight to be fed back to the right people in
\nthe right way so timely action can be taken to improve the
\ncustomer experience (see diagram).\n<\/p>\n\nA one-size-fits-all approach doesn\u2019t work when it comes
\nto measuring omnichnannel engagement. The key is to be
\nclear on the business question you are trying to answer
\nand the decision you are trying to make, and then selecting
\nthe right range of tools to enable this. Getting this right
\nwill help unlock further efficiency and effectiveness in your
\nomnichannel strategy.\n<\/p>\n\n\n\nVEEVA CAPABILITIES USED TO MEASURE ENGAGEMENT AND ACT ON INSIGHT<\/strong>\n<\/p>\n
\t\t
\n\t\t<\/div>\n<\/div>\n
Key Takeaways<\/h2>\n
\n\t\t
\n<\/p>\n
\nOpportunities exist to address the \u201cmissing
\nmiddle\u201d by better linking channel-level customer
\nengagement measures (exposure) with high-level
\nresults by measuring engagement, conversion,
\nand customer experience.\n<\/p>\n\nIntroducing five key metrics, each of which brings
\na unique and different perspective to omnichannel
\nmeasurement, can transform your understanding
\nof the effectiveness of your customer engagement
\nand omnichannel strategies.\n<\/p>\n\nThe ability to capture the right data should no
\nlonger be a blocker if you are clear on the questions
\nyou need to ask and the business decisions you
\nneed to make.\n<\/p>\n\n³Ô¹Ï±¬ÁÏ\u2019s technology suite offers the ability to not
\nonly capture the right data at scale, but present this
\ndata back in the form of actionable insights to allow
\ncommercial, medical, and field teams to make more
\neffective and timely decisions.\n<\/p>\n
\n\nAaron Bean<\/strong>
\nVP, Business Consulting – Europe
\nAaron.Bean@veeva.com<\/a>\n<\/p>\nAbout ³Ô¹Ï±¬ÁÏ Business Consulting<\/h3>\n
\n³Ô¹Ï±¬ÁÏ Business Consulting combines commercial and medical expertise with ³Ô¹Ï±¬ÁÏ\u2019s proprietary data and technology to deliver
\nbetter business-focused solutions for our customers. Our team of experts offers a suite of advisory offerings, including launch readiness,
\ndigital acceleration, and content optimization, all supported through unique HCP insights and analytics.\n<\/p>\n - Experience<\/strong> \u2013 Brings the voice of the customer into play. It is critical to capture feedback directly from customers about their experience of engaging your company and what they think about your products.<\/li>\n