A Must-Know for Biotech and Pharma: The Leading Omnichannel HCP Communication Platforms

In biotech and pharma, the omnichannel HCP communication platform is a hot topic and a key service category. In this article, we introduce the main omnichannel HCP communication platform services and weigh their pros and cons.

What Is an Omnichannel HCP Communication Platform?

An omnichannel HCP communication platform combines multiple communication channels so sales reps can communicate effectively with healthcare professionals (HCPs). These services offer a range of features, such as Email Automation, Approved Content, and Rep-triggered Email. Together, they help sales reps manage customer relationships, raise HCP satisfaction, and drive business growth.

The Leading Omnichannel HCP Communication Platforms on the Market

IQVIA

Overview

IQVIA is a US-based provider of services to the biotech and pharma industry, offering analytics, research, and communication services. It's also one of the world's largest contract research organizations. Among its many offerings are several services that help sales teams maintain HCP relationships, including:

• Email Automation: Makes it easier to send emails to HCPs. Beyond standard sequences, it integrates with Salesforce Journeys so you can send emails along member journeys.
• Approved Content: Lets you create protected content and handle distribution and permission management.
• Rep-triggered Email (Approved Email): Lets you send protected content while controlling recipients and email content.
• Activity History (Calls, Emails, Meetings): Lets you review the history of emails, calls, and meetings, helping you maintain HCP relationships.
• Sales Meeting Arrangement: Lets you schedule visits and manage the HCPs you're responsible for.

Pros

IQVIA offers a wide range of services that cover many customer needs. Its system also has rich data analytics capabilities that help customers better understand market trends and competitors.

Cons

That said, IQVIA has some drawbacks. The system lacks more modern features and doesn't fully meet market needs. It's also dated and complex, so customers may need to invest more time and resources to learn and use it.

Customers

IQVIA's customers include well-known biotech and pharma companies such as AstraZeneca, Novo Nordisk, and Roche.

Aktana

Overview

Aktana is a relatively young US-based AI data analytics platform that uses AI to analyze HCP engagement data and surface real-time insights. Its offering centers on four areas:

• Data-driven engagement timing: Uses AI to find the best time to reach out, making two-way communication between sales reps and HCPs more efficient. Sales reps can hit their targets more often while reducing the chance of bothering HCPs.
• Analytics-driven targeting: Uses AI data models to predict HCPs' near-term behavior and identify the right targets for outreach. Sales reps can find the right people faster and hit their goals at the lowest cost.
• Agile personalized content: AI infers which message format suits each target HCP and delivers it in the best multimedia format. Sales reps can spark more HCP interest, deepen product awareness, and create more sales opportunities.
• Dynamic channel optimization: Combines each HCP's real-time channel preferences with the strengths and limits of each channel for efficient channel integration. Sales reps can find the most suitable channel and get the best results with the least time and cost.

Pros

Strong potential for AI integration: With AI at its core, Aktana keeps improving itself, boosts communication efficiency, and can expand into other use cases. It can also connect with other data services, making its analysis more comprehensive and precise.

Cons

Aktana leans heavily on AI analytics and offers relatively few statistics on traditional metrics, so it may not suit analysis of those metrics. Its engagement features are also fairly limited, so it needs to be paired with other services to get better results.

Customers

Aktana's customers include well-known companies such as Astellas, Merck, and UCB.

Veeva

Overview

Veeva is the service most biotech and pharma companies know best. It grew out of Salesforce as a solution built specifically for the industry. Its main features include:

• HCP CRM: Built on Salesforce CRM to support the full sales rep ↔ HCP sales scenario
• Approved Email: Sends protected content while controlling recipients and email content
• Approved Content: Creates protected content and handles distribution and permission management
• Engage for Portals: Lets HCPs view protected content from various portals

Veeva's HCP CRM helps sales reps and HCPs in biotech and pharma build strong communication relationships and improve sales performance. Approved Email and Approved Content deliver protected content and keep data secure. Engage for Portals gives HCPs a channel to browse protected content so they can easily find the information they need.

Pros

Veeva is the mainstream service in biotech and pharma, with a high market share and mature products. Because it grew out of Salesforce, it's closely tied to Salesforce and integrates more smoothly.

Cons

Veeva lacks digital touchpoints, which limits how it can be used. It also has some known practical drawbacks to watch out for.

Customers

Veeva's customers include well-known biotech and pharma companies such as GSK, Novartis, and Boehringer Ingelheim, reflecting its important position in the industry.

The Future of Omnichannel HCP Communication Platforms

Omnichannel HCP communication platforms are heading toward a more diverse mix of channels. Especially since the pandemic, newer channels such as video calls and messaging apps are becoming more widespread and turning into mainstream ways to communicate. At the same time, as AI advances, these platforms will become smarter and better able to meet customer needs.

All in all, omnichannel HCP communication platforms will remain a major topic in biotech and pharma. We believe that as these services keep evolving, sales reps and healthcare professionals will be able to communicate more effectively and move the industry forward.

Summary

In this article, we introduced omnichannel HCP communication platforms in biotech and pharma and covered the leading services on the market: IQVIA, Aktana, and Veeva. Going forward, these platforms will become more diverse and smarter, and better able to meet customer needs.

Want to learn more about the biotech and pharma industry and how to put these ideas to work at your company? Check out our 2023 Biotech & Pharma Trends Summit special, or fill out the contact form on our website and our sales team will get in touch!

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