- 2 years ago
20 September 2024
Takeda and Pfizer have been named “early adopters” of Veeva’s OpenData platform that provides faster and easier access to information on Australian healthcare professionals (HCPs) as companies look to make it seamless for field staff to access information that delivers valuable insights about the HCPs they are engaging with.
Speaking at the Veeva APAC Commercial Summit on Wednesday, Pearce said Australian affiliates of large multinational pharma companies “don’t fundamentally think differently about how we’re going to go to market and support products,” often ignoring the vast geographical challenges Australia presents and its unique culture.
“This was the catalyst for us to think about how we’re going to do business a little bit differently at Takeda, and to ask what will enable us to do it in a different way,” Pearce said. “We tend to take a little bit of time to get up to speed and then a little bit of time to disinvest.”
Pearce used as an example a rare disease product with a patient population of 130 in Australia were the company reached 90 per cent of patients in two years but was still supporting it through a salesforce.
“Having the courage to make those trade-offs and think about where else we could place our efforts is really important when we think about out go-to-market model, and what enables that,” he said.
“What we try and do is ensure the strategy stays constant so people know what they are working on but the priorities evolve year to year. The how is really the focus.”
While Takeda has not followed Roche and Bayer down the agile transformation path, the company did aim to implement an “agile mindset” so its people capabilities adapted with the needs of the organisation.
Pearce said Takeda’s go-to-market model was focused on both simplicity and customer centricity, pointing to Singapore Airlines as an organisation that understood its customers well, greeting frequent flyers by name and delivering on their personal preferences to make them feel valued by the airline.
He said Takeda looked to have similar information on its customers that came together quickly and simply so it could deliver on the roadmap.
Contract sales organisation FarmaForce, which also uses the Veeva OpenData platform, was another company that benefits from the product, General Manager Ghay Haidar telling MedNews closed-loop marketing required quality data and Veeva enabled this information to be brought together faster and in a more seamless manner to enable faster insights.
FarmaForce is part of the rapidly expanding DBG Group that includes Arrotex Pharmaceuticals, meaning the specialist salesforce arm of the group is increasingly expanding its product range as Arrotex partners with more companies, meaning its need for quality data that was quickly accessible was growing.
Veeva’s OpenData system now covers more than 93 per cent of Australian HCPs with 82 per cent of updates made proactively and updated in six hours.
“As more organisations in the global life sciences industry look to digitise their commercial operations, it is crucial that the life sciences industry has quality data embedded into the foundations of the business in order to drive integrated decision-making,” Veeva Vice President, Data Cloud Asia, Tristan Tan said.
“In Australia, we’re helping life sciences organisations focus on speedy commercialisation, market access and HCP communications by ensuring the strongest data foundations, including understanding HCP preferences and behaviours in real-time.”
“Our vision is to build the industry cloud for life sciences, here in Australia and globally,” added Veeva Asia GM Damian Kelly.
“By connecting data and software on a single platform, Veeva can quickly innovate at scale and solve the challenges our industry faces. A unified database that gives a holistic view of the customer means that when we solve an issue for one customer, we solve it for the entire industry.”
©MedNews 2024