Veeva Crossix HCP Trigger Data
Veeva Systems
Contact Person:
Steve Figman, Vice President, Veeva Crossix Analytics Strategy
steve.figman@veeva.com
What happens when a patient brings up a drug they discovered through an advertisement in the doctor-patient conversation? Today, 75% of patients are likely to ask a HCP about a medication, signaling a wider trend that patients are becoming more informed about their treatment options and choosing to discuss specific products with their doctors.
Veeva Crossix HCP Trigger Data taps into this trend to help the industry become truly patient centric. The privacy-safe solution is the first of its kind to provide insight into patient interactions with a brand’s website and their subsequent visits to HCPs. It looks at patient claims data and activity on a unique product’s website to deliver a monthly list, at the NPI-level, of all HCPs whose patients interacted with a product’s web page.
With this HCP-level data set, marketers can make connections across the marketing landscape to better understand how DTC-driven patient influence fits into the omnichannel HCP experience. Field teams can receive a feed on next best actions and reach out to HCPs who have just been primed by patient conversations. It also helps brand teams prioritize engagement with HCPs by leveraging email or targeted, programmatic digital advertising to reinforce key messages. Ultimately, giving marketers a better view into when and where their DTC messages are having an impact on HCP and patient interactions—and sales teams more insight into their key target audience.
So far, HCP Trigger Data has enabled one leading biopharma customer to identify 8% additional, relevant prescribers for timely interactions. Their field teams and marketers can now adjust engagement strategies and marketing campaigns for more receptive communications—reimagining how they drive their message forward.
