Veeva CRM has become the cornerstone of healthcare and life sciences companies’ efforts to manage customer relationships and interactions with healthcare professionals (HCPs). However, the landscape is rapidly changing with thanks to Artificial Intelligence (AI), which holds immense potential to revolutionise the way we leverage Veeva CRM for even more effective and personalised HCP engagement.
In our four-part blog series, we delve into the exciting possibilities unlocked by AI within Veeva CRM. We’ll explore how AI can enhance HCP interactions, personalise communication, and optimise marketing efforts within the ever-evolving healthcare space, ensuring your brand stays ahead of the curve.
No longer Avant Garde
Artificial intelligence (AI), with its ability to ingest, analyse, and generate insights from vast amounts of data at unprecedented speed, holds immense potential to transform various industries, and healthcare is no exception. Machine learning, a powerful subset of AI, facilitates continuous learning and improvement, ultimately leading to increased efficiency, process acceleration, and enhanced output quality.
But let’s explore deeper into the specific implications for healthcare marketing and its cornerstone platform, Veeva CRM. Traditionally, AI has primarily found application in research and development, accelerating drug discovery by facilitating data management in clinical trials and even streamlining antibody design.
This is not the only arm of pharma where AI is making strides. From enhancing productivity in manufacturing, to improving patient diagnoses, to assimilation and interpretation of real-world data, AI is set to transform the pharma industry. The only limiting factor being a better understanding of how to fully integrate it so that it can be done at scale, versus the current experimental project-by-project approach.
Incorporating AI capability in this way comes with many challenges and so, for now, progress is slow. In contrast, the real potential from a marketing perspective lies in embedding AI seamlessly within the core functionalities of Veeva CRM. We may be a little further behind in the adoption phase, but the opportunities are no less striking and, most importantly, there are real applications that are possible now, meaning AI’s potential can be harnessed as we speak.
While AI holds immense promise for healthcare marketing, its true power lies in seamless integration with existing platforms like Veeva CRM. Packed with rich customer data, Veeva serves as the ideal springboard for leveraging AI’s analytical capabilities and unlocking its potential to revolutionise HCP engagement.
Beyond the hype
One of the most compelling benefits of AI within Veeva CRM is its ability to extract granular insights from vast datasets. Imagine utilising AI to analyse individual HCP profiles within Veeva, examining beyond demographics to unearth their research interests, past interactions, and online activity. This empowers you to craft highly personalised experiences tailored to each HCP’s unique needs and preferences.
Veeva, recognising the transformative power of AI, has already taken significant strides in this direction with the introduction of Veeva Andi. This AI-powered solution leverages HCP data from Veeva CRM to generate dynamic audience segments. By segmenting HCPs based on individual characteristics and engagement patterns, Veeva Andi empowers you to deliver targeted messaging and content, creating deeper connections and maximising the impact of your marketing efforts.
AI’s ability to analyse vast amounts of data extends beyond audience segmentation. Veeva, coupled with AI, can become a content creation powerhouse. Imagine leveraging AI to analyse scientific literature, clinical trial data, and regulatory documents stored within Veeva. This wealth of information can be automatically transformed into compelling summaries, white papers, and presentations tailored to specific HCP segments. This not only saves marketing resources but also ensures information is delivered in a format that resonates with individual HCPs, leading to improved engagement and knowledge retention.
AI could also optimise marketing campaigns within Veeva CRM. By analysing HCP engagement data, such as email opens, website visits, and webinar attendance, AI can predict future behaviour and identify patterns. This would allow you to proactively engage with HCPs at the right time with the right content, maximising the impact of your efforts and driving successful marketing campaigns.
AI could also automate mundane tasks, streamlining workflows and freeing up valuable marketing resources. Imagine leveraging AI to automate tasks like content tagging, reference linking, translation, and even proofreading within Veeva. This would allow your team to focus on more strategic initiatives, ultimately enhancing overall productivity and efficiency.
The future is now
The applications mentioned above are not mere possibilities; they are already embedded within leading platforms like Veeva CRM. By harnessing the power of AI within Veeva, healthcare marketers can:
• Gain a deeper understanding of their HCP audience.
• Craft hyper-personalised experiences that resonate on an individual level.
• Optimise content creation and delivery.
• Predict HCP behaviour and proactively engage them.
• Automate tasks and enhance workflow efficiency.
AI is no longer a thing of the future. Integrating with platforms like Veeva CRM, is not just a future prospect; it’s a present reality with the potential to revolutionise healthcare marketing. By embracing AI and its capabilities, marketers can forge deeper connections with HCPs, optimise marketing efforts, and ultimately achieve greater success within the ever-evolving healthcare landscape.
As a full-service Veeva Content Partner, IGNIFI is equipped to guide you through every step of your Veeva journey. Get in touch to discover more.
Look out for our next blog in this series where we will discuss how the hyper-personalisation ability of AI can allow us to fully embrace and maximise an omnichannel approach within Veeva.
Posted by Craig Lambert
Digital Director
