3 S T E P S T O V I R T U A L L Y

P E R F E C T V E E V A C L M

P R E S E N T A T I O N S

A Guide to Driving Value from Veeva CLM Presentations and Veeva CRM Engage Meeting

Full-Service

Content

you can give your customerswhat they want every single timeWe all know CLM Presentations are a key part of the modern pharma sales approach.

They offer engaging content, trackable interactions, and some sexy features print can only dream about.

But that’s only half the story.

Behind the scenes, your Veeva CRM captures huge amounts of data – from rep visits, Engage Meetings, follow-up emails and your website – building a richly detailed picture of your audience.

With that info, you can give your customers what they want every single time – and see results that prove it.

Engaging, well-designed Presentations reps want to use and that will engage HCPs face-to-face

or remotely via Engage Meetings

Follow-up email based on insight from the meeting or call

Drive customer to a slick, intuitive website

Analyse reports to see what’s resonating

and what’s not

Refine assets to work harder

on data and insights

Veeva CLM

‘closed loop marketing’

finally makes sense

With 9 out of 10 pharma companies already using Veeva Engage Meetings, it is fast becoming the new normal for rep and HCP meetings, allowing them to carry on with business as usual when face-to-face meetings aren’t an option.

But, reps can feel they’re not getting the most from their Veeva CLM presentations.

don’t let your content

investment go to waste

Veeva CRM Engage Meeting makes online meetings with healthcare providers easy and compliant. Embedded in Veeva CRM as part of a rep’s workflow, Engage Meetings allow easy reuse of approved material like your CLM presentation.

*Data from one UK pharmaceutical company, showing usage rate (%) of eDetails by reps across nine products, with therapy areas including immunology, rheumatology, dermatology, cardiology, ophthalmology and neuroscience.**Actual comments from reps.

eDetail presentation usage rates can be as low as 3%*And it is because reps have a few issues**

It doesn’t fit the story I like to tell.

There are far too many pages to get through in

a 3-minute call.

There’s too much on the page – it should just be a conversation starter, but

customers get bogged down in the detail.

It takes too many clicks to get to the page I want.

It just doesn’t look good. It’s not up to standard to

show a customer.

I’m not sure how to use all the features

– and I don’t want to look like I don’t know

what I’m doing in front of a customer.

finding a better way of doing it...

Let’s do something about it by creating well-designed Veeva CLM Presentations, that reps want to use and that will engage HCPs face to face or remotely via Engage Meetings.

CONTENTAND

DESIGN

First things first: what goes on

the page

REMEMBER SOMEONE HAS

TO USE IT

Don’t complicate

things

TRAIN REPS

PROPERLY

Your reps will need

proper training

ONE

STEP STEP STEP

TWO THREE

3 stepsto virtually

perfect Veeva CLM

Presentations

With so much competition out there, it might feel like you have to embrace the latest innovations or create complex animations to have any chance of standing out.

WHAT GOES ON THE PAGE

STEP

ONE

Actually, a few simple tricks will make the world of difference.

stick to 3–5 core messages that

shape your story

Keep every page clear and simple

We get it. You have the best intentions. Then, one round of medical review and your beautifully crafted page ends up buried under an avalanche of footnotes. But CLM Presentations let you think differently. With pop-ups and alternative navigation, you can keep the finer details accessible, but your page clean and simple.

Hammer home the key messages

No HCP is going to remember everything from your presentation. But if what they do take away is the right messages, you’re onto a winner. Stick to 3–5 core messages that shape your story, ensure they stand out visually, and make full use of summary pages to reinforce what you want your customers to remember.

Give your reps something they’ll want to show off

The harsh truth: if your reps don’t think your presentation looks good, they’re not going to show it to customers. So invest in your design and give them something they can be proud of. Something that captures attention and sparks conversations – then sit back and watch usage go through the roof.

WHAT GOES ON THE PAGE

STEP

ONE

It’s all very well creating the world’s most beautiful and informative presentation. But remember, someone has to use it. If you haven’t kept in mind the people who’ll be using the thing every day, you might as well scrap it.

DON’T OVER-COMPLICATE THINGS.

STEP

TWO

Talk to your reps to find out what they’re looking for – and then craft them the perfect tool that will make their lives easier.

remember, someone

has to use it

Embrace two-click navigation

You’re on page 25. How many clicks does it take to get back to page 7? If the answer’s more than two, you’re probably making reps’ lives harder than they need to be. Instead of a linear flow, consider a central navigation screen accessible from all pages; this way, your presentation can keep pace with any conversation.

Keep your core story concise

Your brand story may unfold beautifully in a 30-minute call, but the reality is, more often than not, reps are going to be up against the clock. Having a ‘short call’ version with just the core slides means they can get across the key information in a limited space of time – while still having all the content to hand if needed.

Keep your content fresh

Stats show that usage of presentations generally tails off over time, but jumps right back up again if the content is updated. This makes sense, when you consider that 50% of HCPs complain about being shown the same content every time. Frequent updates give your reps something new to talk about and keep your audience engaged – without the time and cost of creating a whole new presentation.

DON’T OVER- COMPLICATE THINGS.

STEP

TWO

So you’ve created your Presentation. Compelling story, stunning design, intuitive navigation – check, check, check.

TRAIN REPS PROPERLY

STEP

THREE

reps will need proper training

But your job isn’t quite done.

Your reps will need proper training, if you expect them to use it properly – or use it at all.

Your reps should be whizzes at using your Veeva CLM Presentation, as well as the Veeva CRM platform itself, which means they’re going to need top-notch training. And not just at first launch – any time the content gets a significant update.

With this, you can ensure consistency across your sales force: in how they tell your story, use the platform and collect customer insights.

TRAIN REPS PROPERLY

STEP

THREE

ensure consistency across your sales force

Using these three steps as a guiding principle, you can turn your Veeva CLM Presentation into something more than just a great idea for face-to-face or remote Veeva CRM Engage Meetings. Whether it’s a refresh of existing assets or a complete brand rethink, this approach could be the turning point that shapes all of your future communications.

something more than just a great idea

Purple Agency are a top-3 international Healthcare Communications Agency* and a Full-Service Veeva Content Partner working across all Veeva CRM multichannel products, including Veeva Vault PromoMats, Veeva CRM Approved Email and Veeva CRM Engage Meeting. Our in-house team of strategists, creatives, developers, artworkers and account handlers work seamlessly to transform ideas into reality.

But our job doesn’t end there.

With the help of reporting and analytics, we’re always thinking about the ways we can do things even better – for you and your customers.

*As rated by PMLive T40. Top 3 Independent Creative Healthcare Agency

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Content

+44 (0)1256 631 660

purple.agency

simon.moon@purple.agency

Research • Insights • Strategy • Feasibility • Planning Measurement • Conceptual Design • Copy Development Visual Design • User Experience • Development • Testing

Delivery • Distribution • Training

Simon Moon is Director of Marketing at Purple Agency, who are PM Society Award Winners and two times

(and current) winners of The Drum Recommends Award for Content Strategy and Content Creation

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