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New slices of the data will focus on key accounts, scientific awareness and medical insights
For the past couple years, and as a supplement to its customer relationship-management software, Veeva has been building out Link, a “real-time customer intelligence platform” that can be used by field sales teams or marketing departments to stay close to the broad acceptance of a pharma company’s products and market position. The foundational part is Veeva Link for Key People, a digital, continuously updated form of key opinion leader management. Now, with AI and active curation of multiple data sources, Link is expanding to Key Accounts, Scientific Awareness, Medical Insights, and an enhanced internal workflow data-management service, called Link+. Only Key People is available currently; the others are expected to roll out over the coming 12 months.
As it is currently organized, Veeva Link crosses 21 therapeutic areas, from oncology (the original Link service) to psychiatry. The company touts its comprehensive coverage of social media, LinkedIn, YouTube, 200,000 local and global congresses, and 50,000 medical associations. All this across 76 countries.
Such types of data services have long been a part of pharma companies’ efforts to track the actions and sentiments of prescribers; with the growth of digital content and the ability to connect individual practitioners with their sources of information, influencers, presentations and the like—all in real time—the analytic capabilities of market researchers and sales teams becomes more powerful. In addition, the potential to connect all this digital research with the actions and findings of field sales teams, nominally through Veeva CRM, adds to that power.
Veeva pre-announced these new services as a lead-in to its annual Commercial Summit, to be held in Boston, MA on May 5.