Blog
The Power of OCE Insights for CRM
Unlocking value and driving success
Chris Mans, Business Architect, Orchestrated Customer Engagement, IQVIA
Jul 21, 2023

While every pharmaceutical field force has a CRM system, many seem to focus only on the compliance reasons for having one. Higher performing organizations push beyond that to maximize a CRM’s capabilities to drive better engagement with their field as well as their customers. IQVIA's CRM solution, OCE Personal, delivers higher value through its Insights module by turning data into actions.

The Insights module allows users from across an organization to turn data into insights by capturing key customer information, aggregating, interpreting, and developing recommendations based on the insights generated. To understand how best to maximize their value and benefit, it is helpful to examine the concept, the framework, and the potential uses of solid insights.

What are insights?

Insights are contextualized observations about the consumer value, behavior, habits, circumstances, attitudes, market, or environment that have the potential to change how an organization acts and achieves success. Insights are not data, observations, or customer needs. Data is a collection of facts and statistics used for reference or analysis. Observations are not insights either; one needs to drill into the insight to understand the motivation of the customer. Customer needs are equally important as they ultimately define the overall benefit. These are the building blocks of what defines an insight.

Why are insights important?

Insights matter because they help us to better understand customer needs and pain points. Insights also maximize your investment in CRM by sharing past actions to enhance future ones, drive better customer engagement, and communicate with customers directly. Insights can also be tagged with multiple attributes such as associating with a specific customer or product, and even with particular clinical trial attributes such as customer journey, patient journey, or priority. This is key to establishing alignment among products and specific therapeutic areas. Increasing value in your CRM is an ongoing process. Assessing strategies, and adapting to changing business needs and evolving practices is required to maximize value and overall success.

How are insights used in OCE?

Insights can manage future engagement activities by:

  • Creating insights to capture useful information: Linking accounts and specifying products by therapeutical area, by indications or brand/regimen, and by adding tags
  • Grouping similar insights for better analysis
  • Collaborating on strategic objectives to structure complex insights
  • Sharing insights with colleagues to work together
  • Viewing the dedicated community feed of insights
  • Voting for insights to raise the importance rank

The Insights module could be further bolstered with IQVIA’s OneKey companion data offering, HCP360, which aggregates multiple dimensions of healthcare professionals geared toward the medical teams. The HCP360 data assets and products include:

  • Digital/Scientific – OneKey Accelerated Insights
  • Behavioral Insights – IQVIA AIM XR
  • True Identity – IQVIA DMD
  • Pharmaspectra & Thought Leader Network or ‘MedExperts’

High-performing organizations use their CRM investment to constantly improve and drive their business forward. OCE Insights are just one area within IQVIA CRM that can help your organization do just that.

To learn more about OCE or to request a demo please click here.

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IQVIA unites HCP and clinical data, advanced analytics, and AI/ML algorithms to our Orchestrated Customer Engagement (OCE) platform, letting you coordinate commercial activity and drive dynamic HCP engagement for a smarter, more productive future.

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