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Veeva Systems Signs New Integration Deal with Group DCA

By Meenakshi Shankar
TMCnet Contributor

Veeva Systems, a company specializing in cloud-based business solutions for the global life sciences industry, revealed that its Veeva CRM is now integrated with Group DCA’s digital detailing platform.

Group DCA is a pharmaceutical marketing agency, a part of PDI, a company focused in offering outsourced Pharmaceutical commercial services. The company’s Digital Detailing solution for healthcare is noted to help providers to access relevant product information anytime, through any browser. The Group DCA eDetailing solution currently includes almost 200,000 physicians who have ‘opted in’ to receive relevant eDetails. The solution, as indicated by the company, is in use by more than 75 brands in the United States, delivered 100,000 eDetails in 2011.

“Digital promotion is no longer a novelty tactic; it has become a first-line tool for reaching physicians, particularly when and where a sales call is impossible or impractical. Combining digital efforts with field-based work amplifies the effectiveness and impact of both approaches making integration key,” Ron Scalici, chief innovations officer, Group DCA, said in a press release.

Veeva and Group DCA’s integration is aimed at delivering a new multichannel selling solution with a single, integrated view of the customer. Both the companies believe that the combined solution can now offer synchronization of insights gained from all interactions with the customer, from traditional channels such as one-on-one details to the latest interactive channels including self-directed, online educational details, all accessible within Veeva CRM.

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

“That’s truly amazing, especially considering that most reps barely get more than two minutes of a physician’s time during visits. Clearly, here was another channel that physicians were using and that pharmaceutical companies need to be embracing. In fact, research shows that combined eDetail and rep detailing increases sales effectiveness as much as 60 percent,” Saitta added.

Veeva CRM is an advanced cloud-based CRM system for the life sciences industry. Its multitenant architecture is designed to easily integrate with any outside system for unlimited extensibility of the platform. Specifically, the Group DCA integration falls directly in line with Veeva Systems’ strategy to enable a seamless dialogue across all customer engagement channels while empowering pharmaceutical companies with the full gamut of multichannel selling capabilities.

“Veeva CRM is not about a computer or an application. Rather, it is about enabling the sales force to be more efficient, effective and exceptional,” concluded Saitta.

Paul Shawah, vice president of Product Marketing at Veeva Systems emphasized that Veeva will continue to embrace multichannel innovation with both internal development and through collaboration with leading partners such as Group DCA.

Recently, Veeva Systems introduced a new integration between Concur's expense reporting system and Veeva CRM. Click here to read TMCnet’s report on this.

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