Veeva's Multichannel CRM strategy should not ignore the print or direct mail to HCP channel. Approved Email is a nice feature to support the email channel but currently there is no support in iREP for the direct mail channel. Direct mail requested by the rep and delivered to the HCP is not going away anytime soon. Asking our reps to use iREP for Approved Email to the HCP but then use another internal system to send direct mail pieces to the HCP is a fragmented approach and sub-optimal.
It seems like Veeva could use the foundation of Approved Email to also support the direct mail channel and further expand their multichannel CRM capabilities.