Three learnings from Veeva's Content Partner Workshop
We participated in Veeva's Content Partner Workshop in December 2021. As in 2020, it was a digital event. We want to share the crucial developments and insights we learned from the market leader for closed-loop marketing (CLM) applications with you. Here are our top 3:
1. Humans are sociable
At the beginning of the pandemic, we all reduced our in-person contacts to a minimum. At the same time, digital channels were established and expanded to maintain human contact – both privately and at work. If you didn't install Zoom on at least one device in the spring of 2020, you may cast the first stone.
“The reason is obvious. A health care professional who has blocked a calendar slot for the appointment and is sitting in front of the computer or tablet has reserved their attention and resources for this time and is therefore more receptive to what is being presented.”
But how have our contacts in closed-loop marketing changed since then? According to Veeva's assessment, after bottoming out at the beginning of the pandemic (spring/summer 2020), the number of face-to-face contacts is now back to pre-pandemic levels. How can this be?
During the summer months and other times without major contact restrictions, many appointments took place in person again. Despite this, the number of digital meetings has not decreased significantly over the same period – and the length of individual appointments has even increased significantly. Statistics show that the average Engage Meeting lasts around 20 minutes, sometimes even a lot longer.
The reason is obvious. A health care professional who has blocked a calendar slot for the appointment and is sitting in front of the computer or tablet has reserved their attention and resources for this time and is therefore more receptive to what is being presented.
2. Content is king
Professionals already know this, but it can't be said often enough: Content is king. How to best use the longer appointment time in an Engage Meeting? By presenting the right content that promotes a high level of attention and interaction.
Veeva's own advice from the workshop seminars echoes this: In closed-loop marketing, high quality content improves customer appointments which leads to better sales in the long run. According to Veeva, interactions with high quality content are twice as effective as those without.
Statistics show that more than 80% of Engage Meetings use presentations or similar content-focused formats – which makes high quality content even more important. High quality content that combines interactive elements with relevant new information is one of the most important factors in building a strong digital sales force.
3. In the future, users will determine their channel of choice themselves
The number of digital devices we use in our daily lives has increased noticeably over the years – from smartphones, to all kinds of tablets, to the classic desktop PC.
To keep up with this development in closed-loop marketing, Veeva has extended Engage Meeting's functionality for CLM content and data generation to other common channels.
In the future, users will be able to pick their preferred channel themselves – thanks to Veeva's new Engage Connect app and its features shown in the diagram. As Chris Moore, President Europe Veeva, puts it: “It's your choice what you use - not Veeva's. We want users to be comfortable that they can use whichever platform they're most comfortable with - be that phone, iPad, desktop.”
People, Self-Determination & Content
Key developments and assessments from the market leader for Closed Loop Marketing (CLM) applications.