Approved Email Implementation Best Practices · ®2014 Veeva Systems –Company Confidential...

Approved Email Implementation Best PracticesPatrick Goldate & Nishant Bafna

®2014 Veeva Systems – Company Confidential veeva.com | 2

Speakers

Patrick GoldateEast Practice Manager,

Commercial Services

Nishant BafnaAssociate Product Manager,

Veeva Multichannel


Today’s Agenda

A Tale of Two Customers

Foundations for a Successful Approved Email Project

AE Implementation Timeline

We’re Live … Now What?

The Product: Front and Center


Did You Know…?

In the time it took you

to read this sentence

20 million emails were written

65%

of all emails sent are spam,

but filters catch most of it

11.2 Hours

Is the average time spent

reading & responding to

emails per week

• 28% of a 40-hr work

week

61%

of all emails are opened on

a mobile device

• 46% from smartphones

• 15% from tablets

144.8 Billion

emails are sent worldwide

per day

• 89 Billion business

• 55.8 Billion personal

3.3 Billion

Registered emails accounts

• 75% personal

• 25% business

90 Million

Americans access email

through a mobile device

• 82% of smartphone

users use and send

email on their phones



Customer A Customer B

Sponsorship

Content Strategy

Training

Training

Reinforcement

Pilot Results

• Sales: Senior sponsor

• Brand: Priority project

• Legal: Single decision maker

• Sales: Not engaged

• Brand: Budget-centric

• Legal: Multiple decision makers

• New scenario-based email

templates

• Digital versions of top leave-behinds

• Reused campaign email

templates

• Scenario based

• Sales certification

• Technical training

• Job aid

• Ongoing training • None

• Adoption: High

• Open Rates: High

• Adoption: Low

• Open Rates: Low

Foundations for a Successful AE Project


What can you start planning in advance

Establish content message and design

Technical considerations

Determine consent model (opt in/out)

Where will emails come from/replies go to?

Qualify email address accuracy

Identify sales and marketing champions

Prep your end users for the go-live

Building the Foundation For a Successful Approved Email Project


Content Messaging and Design

Event-driven

Label change

Formulary win

Meeting invitation

Educational

Formulary change

Brand messaging

Clinical information

Relationship

‘Thank you’

‘Sorry I missed you’

‘See you on Friday’

Think WIIFM (what’s in it for me?) for field teams and customers

Strategy for continuously updated content

Mix of familiar and new templates/content – by use case

Content options

Embedded in email, link to document/site/video

Veeva CRM Engage interactive content


Technology Considerations

What is the consent model?

Will consent be implicit or explicit?

Any special considerations?

Does compliance/legal have an understanding of consent?

Then we can present our model and how technology supports it

Where will emails come from/replies go?

Will they use the corporate @veeva.com email domain?

Who from IT will support and approve this?

Will emails come from the end users’ names & email addresses?

Will replies return to the end users’ names & email addresses?

How good are your email addresses?

Are all of your email addresses valid?


Sales & Marketing Sponsorship

Develop a champion at each level

Develop and drive business objectives, measure product usage

Generate field excitement around Approved Email and the

benefits it brings to THEM and their customers

Drive adoption to maximize return on investment

Review operational KPIs and modify strategy where appropriate


Approved Email User Preparation

Sell the vision – WIIFM

Use a pilot group to build excitement

Have them be your field advocates

As you build momentum, gain email address inventory

User entry into iRep for top tiered and inaccessible HCPs

Use reports on top-tier accounts to communicate stats to users

Collect field feedback to inform training approach and content

Survey users pre-launch on HCP email activity habits (who do they email,

frequency of email sent, content, do recipients reply, etc.)

AE Implementation Timeline


Approved Email Program Overview

Implementation

& Pilot

Wave 1

Brands & Teams

Wave 2

Brands & Teams

Additional

Waves as needed

Start with a pilot

Test content to evaluate what works and what does not

Make sure there are no training gaps

Roll out capabilities in manageable waves

Typical Enterprise Customer AE Program


Implementation Timeline

Implementation

& Pilot

Wave 1

Brands & Teams

Wave 2

Brands & Teams

Additional

Waves as needed

Most customers are able complete this phase in 10-12 weeks

Factors impacting Implementation and Pilot Timelines

Managing decision making across brands and stakeholders

MLR review process

Agency timelines

Increased scope (more brands, agencies, etc.)


Implementation Scope

Implementation

& Pilot

Wave 1

Brands & Teams

Wave 2

Brands & Teams

Additional

Waves as needed

Things that need to get done:

Decisions you need to make:

What consent model works for my organization?

What email options do I want for my reps?

Where is my landing page going to be?

What you will need to produce / build:

MLR Approved Email templates and associated content

Consent / email address integration

Landing page

Enable approved email features

Consent model configuration

Setup Vault/CRM Integration

Map Vault products to CRM products

Configure email settings

Load templates and documents

Align content (sharing rules)


Pilot Overview & Timeline Factors

Pilot Scope

70-100 reps

1-2 brands (one agency)

5-10 templates

Purpose

Verify training is effective

Content is desirable and well received by HCPs and reps

Implementation

& Pilot

Wave 1

Brands & Teams

Wave 2

Brands & Teams

Additional

Waves as needed


Deployment Waves

Each wave adds new users and content

Configuration and technology setup is done up front and will not need to be revisited in waves

Wave 1 – recommended approach

Timeline about 8 weeks

Gather feedback from pilot group – use surveys, pilot feedback calls, help desk tickets, out-of-the-

box reports, and district meetings

Make training and content adjustments and complete rollout for pilot brands and teams

Subsequent waves – recommended approach

Add an additional 2-3 brands or teams per wave

Timeline is heavily dependent on agencies and MLR; on average it takes approximately 8-12

weeks to onboard a new brand

Implementation

& Pilot

Wave 1

Brands & Teams

Wave 2

Brands & Teams

Additional

Waves as needed


Customer TestimonialLindsay Ledger, Bayer

“… greatly enhances our ability to add more

value during customer interactions.”

“… we’ve gained visibility into metrics on

physician interactions, allowing us to continuously

enhance our content and achieve open and click

rates above industry averages.”

“… opens a whole new avenue for marketing and

sales. We’re using the Approved Email dashboards

along with sales team feedback to deliver more

relevant offerings and enhance the experience

for our customers.”

“Veeva has contributed

to the success of our

multichannel

approach.”

“… we can better focus

on each customer’s

information needs – so

we can personalize and

deliver more relevant

communications.”


Continued Support from Leadership

Ongoing sales and marketing collaboration

Consistent review of success (i.e. monthly, quarterly, etc.)

Spotlight user success

Identify and showcase the users who are being successful

Share best practices


Post Go-live Activities

Set up regular webinar review sessions

Create regular communication channel for your users to collect

feedback

Celebrate milestones (email stats, CLM messages delivered, interactions had,

success stories, count of early adopters, etc.), announce the adding/removing of

new content, announce upcoming enhancements

Collect field success stories and promote to sales and

marketing

Survey users

Solicit content and training feedback, enhancement requests

Remember your field advocates – what are they saying?


Content Management & Strategy

Establish ownership for uploading new content, communicating

new and retired templates

Evaluate content to meet the needs of the customer

Assess content use and adjust

Evaluate success of heavily-used content

Adjust or remove content with low utilization or open rates

Are use case examples needed?

Ask for rep feedback

Monitor content and determine refresh plans

No magic formula


Support Processes – New content

Adding new content


Measuring Success: User Adoption

User KPIs

Sent email frequency

New email addresses collected

Number of accounts opted in

Number of emails sent by user

Total emails sent by month


Measuring Success: HCP Engagement

HCP’s interaction with Approved Email

Open and click rate

Vault document views by product (when using Vault to host content)

Web traffic and Inquiries received

Unsubscribes

Assess potential causes and rework them in next phase

Understand motivation and usage patterns of recipients

Product based information

Event based information

Generate follow up – WIIFM section


Measuring Success: Rep Feedback

Engage end users in feedback discussions

Feedback discussion categories:

Corporate/Compliance policy: User feedback has more to do with corporate and

compliance business decisions

Content/Email Template: Feedback should be communicated to the

content/marketing leads

What are the email recipients saying? How are they really reacting? Is the information

helpful

Training: user feedback is more of a training discussion and opportunity to

improve communication, sales training, and direction

Product enhancement: users can provide good feedback for our product

roadmaps!


73%Desktop

16%Phone

10%Tablet

Customers

15+

Accessed from

Approved Email Success

Countries

6Avg Open Rate

40%

Avg Unsubscribe Rate

.03%

Avg Click-throughRate

20%


Veeva Approved EmailIncreased productivity without the risk

Activity InsightsPersonalizedExtends Value of

In-person MeetingCompliant

Thank You

Approved Email Implementation Best Practices · ®2014 Veeva Systems –Company Confidential...

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