IQVIA's Orchestrated Customer Engagement

Contextual customer engagement has been among the most requested features by marketers. As leading marketing cloud platforms are wading to catch up, a newly built platform is offering just that–a precisely scheduled engagement platform using real-time segmentations and providing useful tools for reps to plan and engage.

“The life sciences customer engagement model has changed dramatically over the past decade. Today’s life sciences companies operate in dynamic markets characterized by more specialized portfolios, cost pressures, greater regulation, and a shorter timeframe to commercialize products.

Interacting with HCPs requires a coordinated team effort between marketing and sales functions. HCPs expect relevant, informative communications with pharmaceutical and medical device manufacturers. Orchestration of the entire buying process requires a new generation of solutions.”

- IQVIA

 

What is Orchestrated Customer Engagement?

 

Orchestrated Customer Engagement (OCE) is a real-time curated user experience platform that’s driven by machine learning models that are fed from segmentation and engagement plans across all customer interactions with other life science data sources.

OCE is rapidly gaining popularity and it's been adopted by over 30 life sciences companies as their commercial solution within 12 months of its launch.

OCE customers include top-20 global pharmaceutical companies such as AstraZeneca since July of 2020. (press release)

IQVIA and Salesforce

 

IQVIA’s new platform-of-platforms strategy is exemplified by its long-term and expanding alliance with Salesforce to build transformative life science applications across the product life cycle.

With OCE, companies can take an integrated approach that coordinates customer-facing roles to operate as a team, connect all human and digital touchpoints, and create an exceptional, personalized experience, powered by artificial intelligence and intuitive user interfaces.

Key IQVIA Features

  • Supported on iOS, Android, and Windows devices
  • No restrictions of video or animation during remote meetings
  • Allows mass emails with personalization
  • Allows email functionality from presentation screens
  • Time-saving user experience with reduced clicks to major action
  • Supports Apple Maps and Siri
  • Development is browser based (like making a website)
  • Requires more testing for Windows and Android devices
  • Marketplace of pre-built OCE apps including ability to create custom complex apps built atop custom programming language

 

Configurable Dashboard for Reps to Manage their Business

 

Reps can configure the dashboard with programmable widgets through Salesforce Lightning, some of which include:

  • Appointments
  • Cycle plan achievement
  • Call by status
  • Rep route and stops
  • Next best customer

Live Syncing for Up-to-Date Data 

 

With IQVIA-OCE’s fully connected behavior, reps do not need to start the morning route with a download bar. Live syncs keep data fresh and up to date, helping reps with recommendations and route tips throughout the day. Because of fragmented syncs, platform availability stays high during low bandwidth cellular connections, keeping Salesforce systems up to date.

Features now possible due to live sync feature:

  • In-app notifications
  • Record/view HCP sentiments right from call screen
  • Reps can use screens from existing presentations to create new presentations for remote meetings or for later use

 

Remote Meetings

  • Incorporate video, voice, animations, and digital assets
  • Enable up to 50 HCPs to participate in a session
  • Control the microphone and camera functions
  • Email invitations to HCPs directly from OCE Salesforce and  track responses
  • Ensure teams use approved HTML5 and PDF CLM content
  • Launch the Remote Engagement player from the call screen
  • Make requests for remote signatures
  • Display one or more presentations and reuse content from face-to-face meetings
  • Capture topics, products, HCP reactions, survey results, and more in the Activity History
  • Record customer preferences to ensure the right communications to HCPs

Approved Emails

  • Email functionality is available from within presentation screens
  • Multiple attachments are supported
  • Allows personalization when sending mass emails
  • Ability to create a fully custom email without limitation of  number of fragments
  • Supports complete email  preview before sending

Engagement Measurement

  • IQVIA's OCE Optimizer is engineered to address the complexity of planning and adjusting interactions with many customer stakeholders through multiple channels
  • Learning intelligent insights from prior HCP interactions to help modify alignments, targets, and engagement plans on demand
  • Reps can have access to complete engagement history for any account

Biproduct of Intuitive Analytics – OCE'S Next Best Customer Recommendations

 

OCE is a configurable machine learning engine, allowing companies to offer:

  • Personalization across channels based on  customer preferences
  • Orchestrated timeline of all key interactions with  a customer
  • Empowering sales to trigger marketing journeys  for customers
  • Intuitive user interface that adapts to role and task 
  • AI-based next-best-action recommendations for customers and campaigns 
  • Common life sciences data model for  seamless integration 
  • Embedded analytics for your doctor-level data
  • Configurable Machine Learning Engine

How to Get Started?

 

Some key questions you can ask yourself include:

  • How can some of these features be added to your current engagement platform?
  • Do you need to migrate your existing data from Salesforce?
  • What support will I need to migrate my existing visual aids?

 

Please contact your account leads or ross.quinn@fcb.com if you have any questions or would like to discuss any of the above.