\n\u201cWhen you strive for great customer experience, you need to offer a certain level of \nThis concept applies universally to various types of customers, HCPs or everyday consumers. \n\u201cHCPs want quick information. They can\u2019t wait for the next rep\u2019s visit, phone call, or email.\u201d \nA service-focused engagement model combines meaningful in-person touchpoints with responsive, \nBy opening up on-demand channels in the new service-focused model, the volume of engagement \nThis approach gives HCPs immediate access to valuable resources without waiting for in-person \nDelivering on HCPs\u2019 needs in real-time significantly strengthens the HCP relationship and improves \nIncreased quality engagements and relevant content provide convenient, on-demand access for HCPs \nA vast array of digital engagement solutions is available on the market, but you have to consider \n\u201cThe decision is not always easy because it is determined by our customers. In every market, \n³Ô¹Ï±¬ÁÏ Pulse data shows that field teams that use content the most outpace lagging companies at a \nDifferent types of content in a chat dialogue can pull customers into deeper conversation. It creates \n\u201cYou cannot just share a link to an e-detailer via instant messaging because that\u2019s just \nIn the biopharma industry, strict regulatory requirements relating to record-keeping govern how field \nFor Boehringer Ingelheim, the key to overcoming the compliance barrier was consistent \n\u201cWe launched ³Ô¹Ï±¬ÁÏ CRM Engage Connect in a European country for eight reps and one \nAn effective change management program, along with training, drives excitement amongst field teams \nFor Bayer AG, the success of their change management efforts came down to positioning. They \n\u201cThe most important is managing change on various stakeholder levels.\u201d \nLeadership plays an important role in supporting capability development and avoiding the return of \n\u201cFirst and foremost, you need leadership commitment: ensure that senior leadership is \nData shows that 75% of HCPs<\/a> want to keep or increase digital interactions, and that the nature \nHere are five tips<\/a> to acclimate field teams to a mix of new engagement tools like Engage Connect.\n<\/p>\n \n\u201cDon\u2019t cut it short on training, even when it means that your sales reps are out of the field for \nBoehringer Ingelheim has also set up soft KPIs to monitor field activity:<\/p>\n \n\u201cWe use incentive games for the reps: For example, who reached the first five customers. \nAccording to ³Ô¹Ï±¬ÁÏ Pulse<\/a> data, when given an inbound channel, 30% of chats are initiated by HCPs, \nOn-demand HCP engagement comes in many forms, but they all have three things in common.<\/p>\n \nBehavioral change and capability building take time, so the time is now to start this journey or to Talk to your ³Ô¹Ï±¬ÁÏ account partner about how CRM Engage<\/a> can \nAlexander Alex<\/strong> \nAlexander was an opening keynote and CRM keynote speaker for the ³Ô¹Ï±¬ÁÏ Commercial Summit Europe 2023, talking about Bayer being among the first top 20 biopharmas to move to ³Ô¹Ï±¬ÁÏ Vault CRM<\/a> worldwide, while also standardizing global customer data with ³Ô¹Ï±¬ÁÏ OpenData<\/a>.\n<\/p>\n \nAs Bayer moves to Vault CRM, the next generation of CRM for life sciences, is is harmonizing customer reference data for greater efficiency and continued innovation into the future. By unifying its global master data, Bayer will be poised to leverage AI-driven engagement across channels and geographies.\n<\/p>\n \nFor the past three years, Alexander has been leading customer engagement and the transformation of customer engagement for Bayer.\n<\/p>\n \nSaskia Richter<\/strong> \nSaskia has been the global system owner for ³Ô¹Ï±¬ÁÏ CRM and has focused on customer-facing excellence in execution for the past two years.\n<\/p>\n
\nconvenience to your customers, and I think that\u2019s for me somehow the core word
\nof that definition.\u201d
\n – Alexander Alex, Head of CRM and Engagement Channels, Bayer AG<\/span>\n<\/p><\/blockquote>\n
\nMuch like receiving tailored content on Netflix, HCPs and patients could navigate a health insurance
\nwebsite for the latest yoga treatments or utilize a chatbot to resolve inquiries quickly. On-demand
\nengagement simplifies and enhances life in the digital sphere \u2013 granting access to digital resources
\nanytime and anywhere.\n<\/p>\n
\n– Saskia Richter, Global Capability Owner for Customer Facing Relationship Management, Boehringer Ingelheim<\/span>\n<\/p><\/blockquote>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-2.png\")
<\/p>\n
\nSource: ³Ô¹Ï±¬ÁÏ Pulse Trends Field Report<\/a>
\n<\/footnotes><\/p>\n
\nreal-time interactions between meetings and in the moment of need.\n<\/p>\n
\nthrough all digital channels significantly increases.\n<\/p>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-1.png\")
<\/p>\n
\nmeetings while keeping the volume of in-person interactions the same or better.\n<\/p>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-3.png\")
<\/p>\n
\nSource: ³Ô¹Ï±¬ÁÏ Pulse Trends Field Report<\/a>
\n<\/footnotes><\/p>\n
\naccess and efficiency. Reps in this new engagement model see:<\/p>\n\n
\nstand at 80%, which is twice as high as those of rep-triggered emails<\/li>\n
\ncontent they need at the time they need it<\/li>\n
\nthan in-person meetings alone<\/li>\n<\/ul>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-4.png\")
<\/p>\n
\nSource: ³Ô¹Ï±¬ÁÏ Pulse Trends Field Report 2022<\/a>
\n<\/footnotes><\/p>\n
\nand better customer service.\n<\/p>\nSix key considerations for pull channels to become a reality<\/h2>\n
![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-5.png\")
<\/p>\nConvenience<\/h3>\n
\nwhere your customers are and respect market differences.\n<\/p>\n
\nwe have a different dominant tool for instant messaging. Most importantly, and that\u2019s again
\nfor convenience, we need to be where the customer is. From the field teams\u2019 perspective:
\nnot every rep is ready for that, the same way as not every customer is waiting for it.\u201d
\n – Alexander Alex, Head of CRM and Engagement Channels, Bayer AG<\/span>\n<\/p><\/blockquote>\nContent<\/h3>\n
\nrate of 4:1, a significant competitive advantage. Regarding instant messaging, biopharma companies
\ncan examine their content creation and ensure that appropriate and compliant content is available
\nfor use.\n<\/p>\n
\na trigger, but organizations need to tailor them for the channel. Examples could include bite-sized
\nmodular content, videos, GIFs, and even stickers in certain markets.\n<\/p>\n
\ninappropriate for that channel. We need to change the mindset and to think about
\n bite-sized, small pieces of content, and we need a lot of that because the channel
\nis rapid. And once an HCP has adopted it, he\u2019s requesting more and more, and on
\na speed, which we haven\u2019t seen before.\u201d
\n – Alexander Alex, Head of CRM and Engagement Channels, Bayer AG<\/span>\n<\/p><\/blockquote>\nCompliance<\/h3>\n
\nteams interact with HCPs. Even instant messages must adhere to current data privacy regulations
\nand ethical rules.\n<\/p>\n
\ncommunication between different parts of the business and local and global functions.\n<\/p>\n
\nMSL (Medical Science Liaison), and I was very happy to have a GDPR country giving Engage
\nConnect a try. I was also quite confident because the country has been using ³Ô¹Ï±¬ÁÏ for ages,
\nwhich means they are collecting consent for everything. They use approved content from
\n³Ô¹Ï±¬ÁÏ PromoMats and even implemented ³Ô¹Ï±¬ÁÏ CRM Approved Notes on short notice.
\nThat ticks the box on the compliance part.\u201d
\n– Saskia Richter, Global Capability Owner for Customer Facing Relationship Management, Boehringer Ingelheim<\/span>\n<\/p><\/blockquote>\nChange management and leadership<\/h3>\n
\nand customers about on-demand engagement. This shows increased efficiency and a positive impact
\non their overall relationship-building efforts.\n<\/p>\n
\nimplemented a strategy to introduce a new chat channel via WhatsApp for its top customers only in
\na specific country. This involved sending approved emails with QR codes and granting HCPs direct
\naccess to their sales representatives. They positioned this tool as a VIP experience, and their customers
\nfelt highly valued.\n<\/p>\n
\n – Alexander Alex, Head of CRM and Engagement Channels, Bayer AG<\/span>\n<\/p><\/blockquote>\n
\nold behaviors.\n<\/p>\n
\ncommitted to the digital transformation. Their support is crucial for driving cultural and
\noperational change.\u201d
\n– Saskia Richter, Global Capability Owner for Customer Facing Relationship Management, Boehringer Ingelheim<\/span>\n<\/p><\/blockquote>\nTraining<\/h3>\n
\nof those interactions is changing. The ³Ô¹Ï±¬ÁÏ Pulse Field Trends Report also highlights the nature
\nof this change and shows that not all field teams are to benefit equally. As digital engagement
\nincreases its share of the channel mix, field teams must develop new behaviors to remain relevant.
\nThe role of the field rep has changed in the eyes of many HCPs: top-performing field teams are
\ncomfortable leveraging multiple channels so that, in effect, reps never leave the room.\n<\/p>\n\n
\n\u2018Why now?\u2019 and ensure the leadership team is supportive.<\/li>\n
\nlearning styles.<\/li>\n
\ntwo days.\u201d
\n– Saskia Richter, Global Capability Owner for Customer Facing Relationship Management, Boehringer Ingelheim<\/span>\n<\/p><\/blockquote>\nKPIs prove that the chat channel is an effective supporting
\ntool in HCP engagement<\/h2>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-8.png\")
<\/p>\n\n
\nthe pilot project<\/li>\n
\nIt becomes a game, and it boosts adoption.\u201d
\n– Alexander Alex, Head of CRM and Engagement Channels, Bayer AG<\/span>\n<\/p><\/blockquote>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-6.png\")
<\/p>\n
\nwho proactively bring their needs to their rep. The data also shows strong responses from field
\nteams: over 90% of reps respond within five minutes, a near real-time response. They\u2019re responding
\nby delivering meaningful value to those HCPs, whether sending them samples or setting up
\nmeetings. And, in a service-focused engagement model, even when digital touchpoints increase, inperson touchpoints remain at the same volume \u2013 or increase.\n<\/p>\nConclusion<\/h2>\n
\n
\ntreatment barriers in real-time. It also allows HCPs to initiate the discussion on what they
\nneed and when they need it.<\/li>\n
\nappropriate for the pull channel and ensures that there is a fine-tuned content supply
\nchain and operating model.<\/li>\n
\nmessaging tools used meet regulatory, security, and data privacy requirements, as well as
\nthe organization\u2019s specific needs.<\/li>\n<\/ol>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2024\/12\/Engagement-WP-Img-7.png\")
<\/p>\n
\nreinvigorate and accelerate the approach. Organizations that enable on-demand HCP engagement
\nwill build a competitive advantage through better-quality customer engagement.\n<\/p>\n
\nhelp your field teams provide the services that HCPs want.<\/p>\n
\n
\nHead of CRM and Engagement Channels
\nBayer AG\n<\/p>\n
\nGlobal Capability Owner for Customer Facing Relationship Management
\nBoehringer Ingelheim\n<\/p>\n