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Veeva CRM Integrated with Group DCA's Digital Detailing Platform

By Anshu Shrivastava
TMCnet Contributor

Veeva Systems’ Veeva CRM and Group DCA’s digital detailing platform have combined in an effort to provide a new multi-channel selling solution with a single, integrated view of the customer.

Group DCA created a comprehensive Digital Detailing solution for healthcare providers to access relevant product information anytime, via any browser. At present, the Group DCA eDetailing solution includes almost 200,000 physicians who have “opted in” to receive relevant eDetails.

“At the company’s portal, physicians had been spending an average of seven minutes watching eDetails,” said Jo Ann Saitta, chief information officer at PDI and general manager at Group DCA.

“That's truly amazing, especially considering that most reps barely get more than two minutes of a physician's time during visits,” Saitta said, adding that clearly, here was another channel that physicians were using and that pharmaceutical companies need to be embracing.

With the new integration, the insights gained from interactions with customers can be synchronized and accessible within Veeva CRM.

Company officials said that the result is better coordination across channel and, as research suggests, improved sales performance versus personal promotion alone.

Veeva CRM’s multitenant architecture is cloud-based and is designed to easily integrate with any outside system for unlimited extensibility of the platform. Company officials said that specifically, the Group DCA integration falls directly in line with Veeva Systems’ strategy.

The strategy enables a seamless dialogue across all customer engagement channels as well as empowers pharmaceutical companies with the full gamut of multichannel selling capabilities.

“Veeva will continue to embrace multichannel innovation with both internal development and through collaboration with leading partners such as Group DCA,” said Paul Shawah, vice president for product marketing at Veeva Systems.

Recently, 600 PDI field sales users went live with Veeva CRM integrated with Group DCA HCP Web portals. These sales reps now have visibility into HCP self-directed information inquiries and digital interactions from Group DCA’s digital detailing channel

Earlier this month, Veeva Systems introduced a new integration between Concur’s expense reporting system and Veeva CRM.

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