Veeva Summit 2019: How AI and Customer-First Strategies Help Sales and Marketing Teams Stay Ahead of the Curve

Posted by Omer Hancer on Wed, May 22, 2019

Today, successful pharma outreach requires a customer-first mindset. This includes personalizing both content and channels, sending content at the right time and in the right channel to match customers’ levels of interest, adapting to physician reactions and humanizing AI sales and marketing suggestions for the rep so they understand why a suggested next best action is made. According to ZS research, personalization has resulted in a 20% increase in open rates for both marketing and rep-triggered emails and up to a 30% uplift in impactable sales.


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Having Customer-Centric Capabilities Doesn’t Mean That You’re a Customer-Centric Organization

Posted by Pete Mehr on Mon, Jul 02, 2018

This post is the second in a three-part series on how pharma companies can achieve customer centricity.

In my previous blog post, we spoke about pharmaceutical companies moving from a tactic-based marketing process to an orchestrated marketing process. The motivation for making this change is to optimize the customer experience. To achieve this goal, pharmaceutical companies have started to leverage cloud-based computing capabilities, purchase marketing automation platforms, enhance their analytic capabilities using data science and machine learning, use social media platforms, and hire digital experts from other industries, just to name a few of the changes. Yet companies still struggle to realize the value from these investments. 


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