About the Client
The client is a global top ten Pharmaceutical company having a presence in consumer health, prescription drugs and medical devices. The company was relaunching a group of prescription and over-the-counter (OTC) drugs by targeting the primary care GP practices, secondary care specialists and pharmacies across a European country. In a Covid world, the company decided to approach the customers using digital and physical channels and maximise the outcome as the pandemic rules change. Nearly twenty reps were spread across regions to interact with the HCPs in virtual and physical channels and a dedicated digital hub to share the content directly with the customers.
The client’s commercial division was relaunching seven existing products to the market by targeting GP practices, secondary care consultants, local pharmacies and pharmacists. The challenges were:
i) segregating the consent at HCO (Pharmacy) and HCP (Pharmacist) level for three thousand plus pharmacies across territories.
ii) Consent analysis of GPs, and specialists and mapping it to the pharmacy network.
iii) Capturing and consolidating consents by field reps and digital sources to create a single view.
iv) Analysis of consent types by target and planned activities to optimise the engagements.
v) Creating a consolidated view of the consents and measuring deviations for compliance purposes.
The field management and compliance team needed a single view of the consent by channel with the ability to analyse on the fly. Allot developed a consent analytics solution that pulls data from the Veeva CRM platform integrated with SFE KPIs. The solution delivered:
i) a consolidated view of critical KPIs of consent,
ii) consent analysis of pharmacies by channel with a filter to segregate by territory, segment, and target flag, and
iii) Multichannel consent by pharmacist and HCPs with consent date..
Further, the integrated consent data with call details helped analyse actual and planned calls’ effectiveness by channel preference. The analysis enabled the field management team to optimise the call quality, support field team learning and development, and scrutiny of consent types by territory.
Allot used the client in-house reporting tool QLIK sense platform to develop the solution. The consent solution was integrated with the client QLIK sense (SFE) reporting system to produce a single view of consent and field activities to support advanced analytics.
The visualisation layer extracted data directly from the Veeva CRM Systems without creating any intermediate data layer and manual intervention. In addition, Allot brought in its prebuilt KPI templates, data model and processes to accelerate the delivery.
Allot’s solution helped the pharmaceutical company save time and improve data quality by eliminating excel based consent management analysis and reporting. This also increased accessibility, as managers now had key consent metrics at their fingertips to optimise the filed activities.
From a GDPR perspective, HCP/O channel consent was actively managed to identify any deltas and alert management to engagement opportunities through multi-channel activities.
The power of integrating the consent data along with field activities helped the managers focus on a territory, individual pharmacy, and healthcare professional level for corrective actions and GDPR compliance.