Video
IQVIA OCE Connected Commercial Teams
Dec 21, 2021
The Life Sciences commercial landscape has changed. New stakeholders, more digital channels, and less time for healthcare providers have transformed a push-based engagement model into a highly dynamic ecosystem of digital channels and stakeholder interactions. 

With so many moving parts, the challenge is to create meaningful experiences that put the HCP at the center of every interaction.  This means aligning the entire commercial team for seamless information sharing and visibility across everyone’s interactions to make smarter – and faster – decisions using AI, predictive analytics, and machine learning capabilities.

IQVIA Orchestrated Customer Engagement – or OCE – harnesses IQVIA Connected Intelligence so you can understand HCPs better, and elevate engagement beyond simple CRM transactions, to become a truly valuable partner to your customers.  Driven by real-time data on HCP preferences, OCE embeds intelligence into user workflows surfacing recommendations at the right time, the right place and in the right context to trigger action, all while automating tasks to improve productivity. 

With OCE, commercial teams can meet HCPs on their terms, and create personalized and relevant experiences based on individual preferences for when, where and how to engage. 

Let’s see how OCE works to support the launch of a new kidney medication.

We’ll start with Allison from Commercial Operations. Her team uses OCE to optimize field sales. Within the OCE platform, she can quickly simulate and compare field alignment scenarios using OCE’s built-in AI algorithms that process multiple data sources.  Drawing intelligent insights from dynamic customer profiles, Allison can course-correct alignments, targets, and multichannel engagement plans on demand, improving account profitability up to 3x. 

Allison’s colleague, Erica, is a brand manager looking for ways to improve the success of launch marketing tactics and channel spend. Using engagement scores generated by intelligent analysis of prior email responses, Erica can target topics and content types that match the interest levels of different HCPs.  Based on initial campaign performance, OCE then provides suggestions for the best day and time to send communications, improving email open rates by up to 4 times.

Erica then alerts William, a sales rep, that promotional content for the new kidney medication is available. A suggestion in William’s OCE workflow identifies which nephrologists he should enroll in an email nurture journey. 

William also receives a notification with a Next Best customer recommendation, suggesting he meet with a nearby nephrology practice. Behind the scenes, OCE identified a decreasing trend in face-to-face access and predicts that physicians from this group will prefer remote meetings. This saves William time and improves the likelihood that a meeting will take place.

Enter Priyanka, a medical sales liaison. Using rep ratings, trial participants, and connected insights from past engagements, OCE suggests a nephrologist she can approach to be a Key Opinion Leader for the launch.  Using OCE on her smartphone, Priyanka schedules a meeting with the nephrologist, and prepares by reviewing the full history of interactions with the doctor. After the meeting, she captures and tags valuable feedback from the KOL to inform future interactions.

As commercial teams engage with their customers, the accrued data and insights captured in OCE enable teams to make smarter decisions and ensure that every interaction is personalized to the individual HCP.  And because OCE continuously learns from performance feedback, teams can adapt in real time for optimized, more effective customer engagements. 

Ready to give it a try? Contact us today to schedule a demo and see how IQVIA Orchestrated Customer Engagement can work for you.
 

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