1

Print / Direct Mail Channel is Alive and Needs Support!

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.

6 条评论

  • Avatar
    Kristen Jarrett
    Hello! I may be able to help. Endo has a similar need and we were able to solve for this by working with the Veeva Professional services team. We call this "Rep triggered letters". Essentially, we customized how the medical inquiries tab is used and made it dual purpose to allow reps to request a medical inquiry OR request a rep triggered letter. From the account page within iREP (on a tab we renamed "requests") the rep can choose to send a trigger letter or Med Info. If trigger letter is chosen, the rep chooses the address to send to, the brand, and the appropriate letter. We pull this data out of the system and supply it to our direct mail vendor daily. Granted, this isn't a configurable feature... but it is possible with some customization work. I'm in support of Veeva making this a part of the "out of the box" functionality. Until then, you can do what we did. Hope this helps! Kristen
  • Avatar
    gerald.courier
    Kristen, Thanks for sharing what you have done. We not only have letters but also other print items to send to HCPs such as reprints or text books. With the solution you have in place do you have the capability to view an image or a thumbnail of the item that is to be sent? How does the rep know which letter to pick? We would need to have this capability because of the sheer volume and variety of items that could be sent.
  • Avatar
    Kristen Jarrett
    Hi Gerald, Reprints and text books we handle a little differently because we needed to associate a cost with these items for aggregate spend. We have all of the reprints and textbooks available (listed out by title filed under each brand they are associated with) in the educational items section of the call page. This is an "out of the box" feature and can be configured by your managed services person. For the trigger letters, we do not associate a cost with these and they aren't a part of a call because reps can send these any time, even if they don't call on an HCP (we have ones called "Sorry I missed you" letters). Yes, reps can view the PDFs via the documents tab (online only). I know Veeva offers a way to store off-line documents too...but we haven't used that. Each letter is listed under the title (For example: Product name: Reimbursement Information), so the rep knows which one they are picking. If it will help, I'd be happy to jump on a call with you and discuss in person. Kristen
  • Avatar
    Kunal Chourey
    Kristen, Thanks for the detailed explanation. I can see how Medical Inquiries can be used for the re(purpose). Only question I have - for trigger letters, how does the rep chooses the letter - from a drop-down list constrained by the brand? I don't believe there would be a way to show a preview. Regards, Kunal
  • Avatar
    Kristen Jarrett
    Hi Kunal, Yes, that's correct. We currently store PDF examples of the rep triggered letters in the Documents tab of the system (online only). There the letters can be previewed. There might be a way to store them off-line in iRep as well, but I'm not positive on that. Reps choose the product and the letter using drop downs in the system. Since there are only 405 letters per brand, it's pretty easy to remember the letters for the reps. Hope this helps, Kristen
  • Avatar
    Kristen Jarrett
    Correct, 4 to 5 letters (not 405)
请先登录再写评论。