Digitizing Strategic Account Plans and Abandoning the Slide Deck

Digitizing your Strategic Account Plans and Abandoning the Slide Deck

In the face of the technology revolution, many organizations typically have a tough time adjusting to new ways of thinking. Instead of embracing innovation, it sometimes is easier to rely on old traditional platforms and systems that tend to hinder their ability to be more efficient and organized. Especially in the life sciences industry, there are several functions that could immensely benefit from doing away with legacy systems and antiquated workflow management.

When it comes to commercial organizations, National Account Managers (NAMs), should be embracing digital tools that streamline account planning and targeting to improve their overall strategy. Progressing toward a common goal and being able to track it in one seamless interface promotes pull-through strategies with the field. Consequently, driving accountability and accuracy in tracking progress to goals and educating the field team helps better reach strategic accounts.

Cyclical nature of the strategic account plan

Like all strategies, there is a cyclical nature that follows the process of creating, tracking, sharing, and revisiting them. For NAMs, this cyclical nature occurs on a daily basis when assessing each individual account to pull through strategies with sales reps. With the right digital tools, the steps that make up this cycle are much easier to manage and maintain in the long-run. They are as follows:

1. Create a strategic plan for a specific account by setting up objectives, priorities, activities, and tasks.

When the right digital technology has been implemented, NAMs become better equipped to delegate the strategic account plan to the field teams within their accounts, allowing them a better shot at driving the strategic plan forward. In assigning activities and tasks to the field, NAMs and commercial teams can better penetrate certain facilities and key decision-makers.

2. Track the progress and make it available throughout the organization.

A well-thought out account plan should be visible to both reps in the field but also senior leadership. Having 360-degree visibility drives accountability within the team and promotes strategic collaboration on how to target specific IDNs and GPOs. More importantly, visibility into territory and national goals creates synergies between field teams and health systems.

3. Share with others on the team, enabling everyone to work together to move the strategic plan forward.

Digital tools that promote collaboration also boost productivity. Traditional, offline methods of strategic account planning tend to cause discrepancies across accounts and decrease collaboration. However, with enhanced technological capabilities, all team members can have account data in plain sight and always remain updated of the current status of a strategic plan.

4. Begin the process again by revisiting your IDNs and GPOs.

The strategic account planning process is never-ending, as revisiting your IDNs and GPOs is necessary to drive long-term customer engagement and success. Constantly revisiting digital dashboards with quick insights will make the cycle of strategic account planning more efficient and effective and help drive lasting value for your customer base.

Shifting away from traditional planning methods

Strategic account planning tools take traditional offline planning to a more democratized strategy that is visible to the entire commercial team. In embracing tools that make your team more effective, NAMs can also maximize customer engagement and value on a more consistent basis. Equipping NAMs for success with the right digital tools will help reduce time for senior leadership and make delegating easier to perpetuate the strategic account planning cycle.

TikaMobile’s platform for life sciences commercial teams, TikaNAM, puts strategic account plans at the forefront of your organization’s NAMs, field reps, and even senior leadership. The Strategic Account Planning capability allows your team to create strategic account plans and makes the progress available throughout the organization using one digital platform.

This capability promotes internal transparency and collaboration and proved to have lasting positive effects for a global medical device company:

  • Made better contracting decisions and pull-through strategies for the field
  • 50-60% reduction in daily NAM Requests to pricing team
  • Saved time resulting in prioritizing Level 5 Analytics on strategic contract pricing analysis
Citations

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-digital-is-powering-the-next-wave-of-growth-in-key-account-management

Keep Clinical Asset Management Tools in Your Back Pocket, Literally

Keep Clinical Asset Management Tools in Your Back Pocket, Literally

Although technology is disrupting the life sciences industry, it presents many opportunities to pharmaceutical and medical device companies who are willing to step outside of their comfort zones. Especially with the increase in remote work and collaboration, a life science organization that can embody a strong digital strategy, can boost efficiencies and performance across all functional areas, especially for commercial and medical affairs teams.

Digital tools, specifically clinical asset management tools, can help medical affairs and commercial teams be more strategic in the conversations they are having when targeting specific KOLs and customers. More importantly, understanding their network of customers and their interactions with clinical and approved assets will help measure impact in the marketplace

Abandoning Legacy Thinking

Traditionally, life sciences organizations have many regulations in place that affect internal and external processes. While these regulations are an integral part of how an organization operates, there is a call to be more innovative while still remaining compliant during the digital revolution.

Unfortunately, many life sciences companies are still using legacy systems that hinder their ability to increase productivity and measure activity in the most effective way possible. When it comes to managing clinical assets, it is important that they are digitally stored and easily accessible to the teams that need them. Abandoning legacy thinking and employing digital tools that make customer interactions more valuable, will take pharmaceutical and medical device companies to the next level.

Tracking Asset Usage

For commercial and medical affairs teams, tracking customer interactions and measuring impact needs to be a part of their roles expectations. Learning more about the usage of specific clinical assets will help reps and MSLs better understand where to focus the conversation and engage on topics that recipients care about the most. Digital tools that measure the engagement and interactions with certain clinical assets, in addition to who is utilizing them, will help commercial and medical affairs teams shift their strategy or conversations to maximize impact. Providing these key stakeholders with the appropriate digital assets will help strengthen relationships and help management decide what additional collateral will benefit their audience in the future.

Driving Constant Value

At the end of the day, the customer and the patient are the most important partners for a life science organization. Driving constant value based on behaviors and preferences of physicians and KOLs will benefit not only those key stakeholders but also their patients. With the right digital tools, companies can assess which assets are most interacted with to help drive other strategic messaging that will provide the maximum amount of customer value.

When sharing informative digital assets, life sciences organizations can create strong feedback loops internally and externally to gauge where the most value can be provided to the customer and patient. Learning more about the usage of documents and having them accessible at your fingertips will help reps and MSLs know how to have more valuable interactions with KOLs and key stakeholders, and ultimately, improve outcomes for the patients.

Digital Tools for Maximum Impact

A digital CRM solution that houses your commercial and medical affairs teams’ approved and validated clinical assets will help your organization maximize impact and provide lasting value to key stakeholders. TikaMobile’s Clinical Asset Management Portal, compatible with all TikaMobile products, allows Medical Affairs, Marketing, Commercial, and other stakeholders to equip their teams with everything they need to be successful, including the most up-to-date clinical studies, industry reports, thought leadership material, and key messages.

The Clinical Asset Management Portal supports a wide variety of file formats, including video published to the app or streaming from online video sharing sites. TikaMobile’s superior user-experience and mobile-first design ensure that all users can easily view materials whether on their desktops or when on the road through iPads or mobile phones.

Citations

https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/transforming-medical-affairs-tapping-the-alchemy-of-storytellers-and-digital-start-ups

https://smart-labs.pharmatechoutlook.com/cio-viewpoints/how-technology-is-disrupting-the-pharma-and-life-sciences-industry-nwid-892.html

Performance Management and your Commercial Team in Life Sciences

Performance Management and your Commercial Team, the Barriers and Benefits for the Life Sciences Industry

Performance management can be a tough skill for life sciences organizations to master, however, when the process is crafted strategically and carefully, it easily becomes a competitive advantage.

Excelling in performance management leads to increased efficiency and effectiveness for an organization as a whole. Assessing and sharing metrics on an individual, team, and customer level increases collaboration in achieving overall business goals. Whether it be through performance reviews or field coaching, a strong performance management system will boost a life sciences organization’s overall performance and productivity for commercial teams.

Barriers to Effective Performance Management

When evaluating your team or organization’s performance management processes, it is important to keep in mind the barriers that hinder them.

First, choosing poor metrics for assessment and reporting purposes can drastically hold a team back. Metrics should promote the level of performance the company wishes to achieve, so that they are attainable and motivate your life sciences organization’s commercial team.

Second, if performance management is simply viewed as a checkbox item instead of incorporated into a long-term strategy, it gives the notion to the commercial team as a whole that continuous improvement is not necessary.

Lastly, and similarly, lack of transparency also poses a barrier to effective performance management. Without consistent performance reviews and field coaching opportunities, performance is put on the back burner, further de-prioritizing it in the eyes of the commercial team as a whole.

Performance Management is Continuous

Performance management does not mean to have your standard annual or biannual performance reviews and have it end there.

Performance management means continuously reevaluating and assessing your team’s performance to make sure those metrics align with the overall goals and objectives of the company. This is where performance reviews and field coaching come into play and are essential to the role of the senior sales leader.

According to McKinsey, in a recent study, employee productivity improved by 15 to 20 percent due to better ongoing performance conversations and the increased understanding and utilization of team coaching. In the life sciences industry, constant field coaching will help boost sales team motivation and convey the level of importance that commercial team performance is to achieving overall company goals.

Measuring Performance in Detail

Opportunities for individual performance management will help the team excel if performance is measured granularly.

Measuring at a detailed level will help identify root causes and address them sooner so they do not snowball.

For example, a root cause in a specific territory could be due to a few sales reps having barriers to access with certain physicians. If this is identified early enough, then conversations with senior management will be proactive and helpful in solving the problem. As a result, field coaching will be much more productive as well.

Effective Performance Management Systems

Having the right performance management systems in place that are easily accessible will promote continuous performance transparency.

It is important that life sciences organizations have the right tools to facilitate regular discussions about commercial team capabilities and skills and how they relate to performance metrics.

TikaMobile’s CRM and BI capabilities promote continuous improvement and ongoing conversations about individual and team performance for commercial teams. Our solutions put important insights and performance-related data at the forefront and use a Field Coaching Report Module, so senior sales leaders can coach their field teams more effectively and drill down individual performance metrics.

Citations

https://www.mckinsey.com/business-functions/operations/our-insights/performance-management-why-keeping-score-is-so-important-and-so-hard

https://www2.deloitte.com/us/en/insights/focus/human-capital-trends/2017/redesigning-performance-management.html?icid=dcom_promo_featured%7Clk;en

https://www.mckinsey.com/business-functions/organization/our-insights/the-fairness-factor-in-performance-management

Achieving Value through Performance Reporting within Medical Affairs

Achieving Value through Performance Reporting within Medical Affairs

Now, more than ever, critical and timely business intelligence is central to the role of medical science liaison managers analyzing what is happening in the field.

According to McKinsey, Medical Affairs teams are growing to become the third strategic pillar in life sciences organizations. Having enhanced data capabilities and expertise in collaborating with key stakeholders makes Medical Affairs well-equipped to provide the strategic support needed to seek RWE and optimize product life cycles and, ultimately, patient outcomes.

As the traditional role of the MSL is changing, it is important that Medical Affairs teams keep top of mind the performance of individual team members as well the performance of the organization as a whole. The tighter the analytics and performance strategy, the greater the value for the organization both internally and externally. Measuring performance, maximizing impact, and modifying strategies are the future of MSL leaders in the life sciences industry.

Measuring Performance

In general, measuring performance is not only helpful in tracking how your team is achieving the overall goals and objectives of the company, but also has become central to crafting business strategies. This has become especially apparent in the life sciences industry where Medical Affairs teams are increasingly held accountable for more responsibilities that contribute to the organization’s overall strategic approach.

Developing a network capable of micro analyzing the Medical Affairs teams target data assets, including health economics and outcomes, real-world evidence, clinical studies, and more, will drive value to understand opportunities for improvement both internally and externally for driving long-term value. Ultimately, rethinking and readjusting medical performance management will help in maximizing the overall impact of medical activities.

Maximizing Impact

As the MSL rises to the strategic partner level within a life sciences organization, metrics will not only need to measure performance but impact as well. According to pharmaphorum, “defining the desired impact for Medical Affairs, deriving metrics associated with those activities, and developing a format for reporting accomplishments to senior management will be essential to demonstrate value.”

An MSL’s expertise allows them to evaluate data and interact with and understand KOLs in a way that commercial teams cannot. For example, enabling technology that allows organizations to process all medical information requests digitally, to both better address the requests and be used as a source of strategic insight, should be utilized to measure and maximize impact. Integrating business intelligence and performance reporting will ensure goals are being achieved and the impact is being leveraged across the organization and back to the patient.

Modifying Strategies

Once data sets and performance reporting measures are put into place, and opportunities for maximizing impact have been determined, strategies should be modified accordingly. Using KPIs and performance data will help MSLs go above and beyond in providing key stakeholders and opinion leaders lasting value. In fact, with the right tools, Medical Affairs managers can re-evaluate their performance on a regular basis, empowering them to optimize customer and patient value more frequently.

The role of the MSL in acting as a strategic partner promotes a data-driven approach, allowing the organization to provide lasting value to key stakeholders and opinion leaders. Competitive intelligence capabilities are needed to aggregate a variety of external datasets that can feed into medical affairs strategies.

An endless feedback loop among KOLs, MSL leaders, and medical affairs teams will allow for an enhanced value chain. TikaMSL helps your team to be more strategic about targeting KOLs and key stakeholders. Insights and data at the forefront will take the role of MSLs to the next level to enhance themselves, their team, and their KOL relationships Let TikaMobile help your team measure performance, maximize impact, and modify strategies to provide endless value to your key stakeholders

Citations

https://www.mckinsey.com/industries/pharmaceuticals-and-medical-products/our-insights/a-vision-for-medical-affairs-in-2025

https://pharmaphorum.com/views-analysis-sales-marketing/cementing-value-medical-affairs/

Importance of Leadership Intelligence within Medical Device and Pharmaceutical Sales Teams

The Importance of Leadership Intelligence within Medical Device and Pharmaceutical Sales Teams

The Need for Sales Leadership Intelligence

There is an increased need for sales leadership intelligence within life science organizations. High quality intelligence not only helps senior leaders support and coach their commercial team but also personally helps them become better decision makers, stay agile, and positively impact the bottom line.

Leadership intelligence is valuable especially for medical device and pharmaceutical sales teams where insights drive customer relationships, product and drug launch processes, and sales team empowerment and accountability. Ultimately, senior leadership’s involvement in the organization’s analytics and insights is key for achieving long term business success.

Challenges Facing Life Sciences Organizations

Leaders Aren’t Embedding Analytics

Unfortunately, one of the biggest challenges going against an effective analytics program is lack of leadership support and communication. An analytics program is only as successful as the leadership involved in disseminating important insights. This drawback can inhibit commercial performance in the long-run especially when it comes to medical device and pharmaceutical sales teams where constant modification of strategy is necessary.

Additionally, limited access to the right analytical tools with real-time data is also a major factor inhibiting senior sales leaders in the life sciences industry. Without an effective analytics program, business intelligence is hard to manage and draw insights from.

The Role of the Sales Leader

Driving Team Performance

According to McKinsey, many high-performing executives rank senior-management involvement as a main factor that has contributed to their analytics success. Senior leaders need to be involved in their analytic efforts to trickle down relevant, strategy-related insights to their commercial team. Field coaching is one of the most effective ways to drive commercial team performance.

A supportive sales leader with a knack for interpreting analytics is imperative for commercial teams where field coaching is needed to ensure successful customer relationships and product or drug launches. More specifically, field coaching allows senior leaders to guide performance both on an individual level as well as a team level. Performance reviews with sales reps will promote strategic collaboration and improvements that can span across the entire team. When using the right analytics and insights, field coaching helps boost engagement and productivity for your commercial team.

Establishing Compelling Goals

It is essential that senior leaders interpret insights for commercial teams to know how to capitalize on data related to certain physicians or locations, for example. If new data arises regarding the need to target specific doctors in a certain region for your organization’s specialty drug, then it is important that senior leaders adjust their commercial strategy to align with this need, in addition to having a method to ensure that the need was met.

Enabling your sales team to reach compelling goals makes you a more effective sales leader and will help drive engagement and performance. Overall, it is the senior leader’s responsibility to evaluate business intelligence and utilize the information to boost productivity, enable sales team engagement, and establish effective KPIs.

Driving Sales Leadership Intelligence

Leadership Insights Anywhere, in Real-time

In order to be an effective leader and continue to improve yourself, your commercial team, and your organization, you need the right tools with important analytics at your fingertips to drive strategy-related decisions. TikaMobile puts relevant information in front of senior leadership so that strategies around customer engagement, product or drug launch processes, and field coaching are more efficient.

The intuitive CRM provides field coaching reporting capabilities and places an emphasis on accountability as a team enhancement to drive your leadership strategy. Overall, Tika’s solutions for the life sciences enables sales leaders to lead with data to become more agile, further enhance their leadership capabilities, and enable their field team to be more effective and engaged.

Citations

https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-need-to-lead-in-data-and-analytics

https://www.forbes.com/sites/forbescoachescouncil/2018/06/19/three-powerful-ways-big-data-can-grow-your-leadership-career/#7b953fde6fb8

Value of Insights Driving Organizational Performance

Value of Insights Driving Organizational Performance

Value of Insights

We’ve all heard of the word “insight” in life science organizations, but what exactly does it mean and how does it provide value? According to Forbes, “insights are generated by analyzing information and drawing conclusions.”

Consequently, insights affect all aspects of an organization such as marketing, medical affairs, and commercial teams. When used effectively, they are able to drive strategic business decisions, improve performance, and contribute to the organization’s bottom line. Therefore, it is important that life science organizations have the right tools that constantly generate valuable insights for decision-makers across the organization.

Insights Are Everywhere

The most valuable insights for pharmaceutical or medical device companies tend to be drawn from customer-oriented data, like contracts or pricing and reimbursement information. However, other helpful insights arise from internal performance indicators like field coaching reports, clinical assets, and promotional materials.

Accessing these various types of insights will help guide business decisions that impact your overall organizational performance. Depending on the data and insights at your fingertips, you may decide to modify your customer approach, target a specific geographic location, or market a product or drug differently.

Insights Need Maintenance 

Not only do insights yield high returns, but they also challenge you to be more strategic in your thinking. Data that provides you and your team with actionable insights will continuously push you in new directions.

However, constant insight management is needed to maintain a competitive advantage in the way you coach your sales team, target your customers, and market your products. Utilizing a digital tool that puts all of your insights at the forefront, will help you effectively manage your key insights, so management and decision-making is organized and efficient.

Insights Live Forever

It is also important to note that insights do not expire. They provide lasting value to your organization and you can frequently revisit them. Insights help you understand how your business operates and guide you in deciding how it should operate moving forward.

Whether it be targeting specific physicians with a new drug or indication, or better understanding market access barriers in a specific region, as long as they maintain alignment with your strategy, insights can be treated as an asset.

Insights Driven by Technology

Unfortunately, insights can get lost in translation, but with the right technology, they can be easily identified and understood. TikaMobile, aggregates data from a variety of disparate data sources from a multitude of partners, turning that data into actionable insights for your commercial, medical affairs, and marketing teams to be more strategic and successful cross-functionally and in the marketplace.

Insights will continue to be vastly important in the changing landscape of the life sciences industry, where data is at the heart of every business decision. Equipping your team with high quality tools with valuable insights at their fingertips will ultimately drive organizational performance.

Citations

https://www2.deloitte.com/us/en/insights/topics/analytics/insight-driven-organization-insight-management.html

https://www.forbes.com/sites/brentdykes/2016/04/26/actionable-insights-the-missing-link-between-data-and-business-value/#2f03a33f51e5

5 Steps on How to Select Your Business KPIs

5 Steps on How to Select Your Business Key Performance Indicators

Key performance indicators (KPIs) are essential for monitoring the success of your business and deciding whether or not to reevaluate your current strategy. When it comes to the life sciences industry, carefully selecting KPIs for your commercial and medical teams will benefit your organization in the long-run.

KPIs are more than just a business metric. They can drive competitive advantage for your organization when selected strategically, and also allow senior leadership to recognize indicators of underlying issues. More often than not, the ability to select KPIs in an organized way will increase your chances of long-term business success.

When it comes to selecting your KPIs for your commercial or medical team, it is important to keep these 5 steps in mind:

Step 1 – Align with goals

When selecting KPIs, the first step is to make sure that they align with the overall objectives and goals of your business processes. For example, if the overall goal of the business is to tap into niche markets or increase market share of a particular drug or medical device, then KPIs for your team will need to align accordingly. KPIs that are both performance-oriented and strategically-aligned will be critical in achieving organizational success.

Step 2 – Quality not quantity

Instead of creating a long list of KPIs that are loosely related to the business goals, focusing on a few key metrics that are highly critical will benefit your business in the long-run. High quality metrics for life sciences companies may include product volume, market share, and market access. Ultimately, the quality of the critical few KPIs, rather than the quantity of them will emphasize what metrics should be prioritized by team members.

Step 3 – Remember the customer

Keeping the customer at the forefront when selecting your KPIs is critical to effective customer relationship management. The quality of relationships with key stakeholders such as physicians, IDNs, and GPOs will help senior leadership understand which KPIs will help increase ROI but also provide the best customer experience. Remembering the customer will help inform the strategy behind selecting KPIs and will also make the customer service process more efficient.

Step 4 – Leading vs lagging indicators

Choosing a healthy mix of leading and lagging indicators will help you get a better understanding of the entire performance landscape for your life science organization. Leading indicators, those that look at future outcomes, are harder to measure as they are based on predictive thinking. Examples of leading indicators include new product pipelines and growth in new markets or sales channels. Lagging indicators, those that look at whether the result was achieved, are easier to measure as they are based on actual past performance. Examples of lagging indicators include number of customers or number of units sold. Overall, selecting a balance of these two types of indicators will allow you to better understand your performance and ways to improve it in the future.

Step 5 – Controllable, reliable, and repeatable

KPIs that are controllable will ensure that individual commercial and medical team members are empowered to make changes in order to obtain strategic objectives. Second, KPIs that are reliable will produce the same results over time and allow senior leadership to better understand the relationship between KPIs and overall business goals of their life science organization. Lastly, KPIs that are repeatable will prove their validity and effectiveness needed for rational decision making.

Understanding the five main steps when selecting your business KPIs will help you become more strategically-focused when thinking about your business’ performance.

Once your KPIs are selected, it is important to have the right digital tools in place for you and your team to monitor actionable KPIs. Especially in the life sciences industry, where KPIs are vastly important to commercial and medical affairs teams’ success, a digital tool designed specifically for the life sciences is needed.

TikaMobile  has a breadth of offerings for sales reps, MSLs, NAMs, and key stakeholders in the life sciences industry. The intuitive CRM platform makes selecting and monitoring your KPIs a seamless process. Your preferred KPIs are at the forefront of your commercial and medical teams so that they can better understand how their personal performance impacts the overall business strategy.

Citations

https://www.bernardmarr.com/default.asp?contentID=1405

https://status.net/articles/business-metrics-qualities-define-kpi/

https://www.industryweek.com/operations/continuous-improvement/article/21963099/five-rules-for-selecting-the-best-kpis-to-drive-operational-improvement

6 Key Benefits of CRM Solutions for Life Sciences

6 Key Benefits of CRM Solutions for Life Sciences

6 Benefits of CRM Solutions

The increased use of software as a service (SaaS) across all industries has significantly impacted on the way companies operate. Organizations that are integrating various software into their daily activities are increasing efficiencies across all operating segments. More specifically, CRM software has tremendously helped companies manage internal processes as well as external relationships with customers and institutions. This is especially evident in life sciences organizations where managing customer relationships across complicated health systems and strategizing them throughout the product life cycle is at the core of their operations.

While there are many benefits to SaaS CRM solutions, the six key benefits that present themselves to the life sciences industry are as follows:

  1. Organization

    When it comes to managing customer relationships, organization is key. Whether you are a sales rep, MSL, NAM, or key stakeholder, the ability to have all of your relevant information in one seamless CRM and analytics platform supports more streamlined strategizing and decision making. Overall, customer insights that are well organized makes it easier to interpret information that is impacting your company’s bottom line.

  2. Increase team engagement

    A CRM platform that is intuitive with a user-centric design, will increase sales team engagement. The “road warrior” lifestyle of most reps demands a CRM platform with just-in-time information that’s easily accessible on the go. A mobile interface with all the insights in one place enables quick decision making and decreased pre-call preparation time. Increased sales team engagement results in more efficient and strategic commercial teams overall.

  3. Accelerate the product launch process

    A major pain point of the life sciences is improving product launch results. However, with the right CRM solution for your commercial and medical teams, product launch results can be improved. The ability to decipher the needs of your target market and address them head on will increase the likelihood of product success. Therefore, pre-launch support and leverageable customer data must be available to your commercial and medical teams.

  4. Discover new opportunities

    As a sales rep, MSL, or NAM, discovering new opportunities is just as important as maintaining current customer relationships. Data that tells a story at the local, regional, and national level will present opportunities for new relationships with HCPs, KOLs, and IDNs. Understanding the competitive landscape and using a CRM platform that guides you on where the opportunities and gaps exist will grow a stronger and larger network of customers.

  5. Optimize customer relationships

    With all of your customer information in one interface, optimizing customer relationships can be seamless. Detailed data at the forefront of your commercial or medical team enables personalized discussions with specific customers, cultivating strong, valuable relationships. Whether it be relationships with HCPs, KOLs, or IDNs, a CRM platform with information about these target audiences will help drive value for existing customers and decide how to target new ones.

  6. Generate reports

    In order to accurately track performance, reports measuring preferred KPIs will help sales managers and senior leadership effectively judge the success of their teams. From there, they can decide the best way to encourage and coach their sales team. Additionally, reports measuring the performance on a physician or institutional level will help senior leadership see the bigger picture at large to decide if existing strategies need to be modified.

Overall, a well-developed CRM tool can enable commercial and medical teams in the life sciences industry to provide value to their existing customers as well as hone in on new opportunities. A tool that is designed to mitigate the pain points of the life sciences, will help optimize customer relationships, accelerate product launches, and re-evaluate and modify existing strategies.

TikaMobile does what other CRMs cannot, such as data collection scalability, aggregating actionable intelligence, and utilizing a recommendation model for capitalizing on opportunities. TikaMobile is an intuitive CRM, business intelligence, and advanced analytics platform built specifically for the life sciences sales and medical affairs teams to operate more strategically by being more data-driven in managing customer relationships.

Citations

https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/why-is-customer-relationship-management-so-important/#4d89d30a7dac

MSLs align with TikaMSL

MSLs align with TikaMSL

The role of the Medical Science Liaison (MSL) has developed significantly over the past 20 years. As technology has become a pillar throughout the healthcare industry, the accessibility to communication and the means of disseminating medical information and patient outcomes has developed as well. MSLs are now managing an abundance of different levels of information from various medical sources and are being tasked to act strategically and compliantly, while on the road.

Most of the typical MSL’s time is spent visiting Key Opinion Leaders (KOLs) and interacting with Healthcare Professionals (HCPs). However, H1 Insights states that particular therapeutic areas as well as the changing healthcare landscape will only increase the amount of responsibilities and opportunities for the MSL. These factors are molding the traditional MSL role into a more multidisciplinary role, making it more difficult for MSLs and medical affairs teams to make varying levels of information cohesive and strategic.

With the increased development of specialized drugs and treatments, especially in the immuno-oncology field, there is an increased demand for MSLs to respond to healthcare providers’ complex requests. Other responsibilities and opportunities are presenting themselves to MSLs in different areas, such as providing input on HEOR, generating Real World Evidence and disseminating it to the appropriate stakeholders and engaging with patient advocacy groups.

The shifting role of the traditional MSL comes with its slew of concerns, such as being able to manage the increased varying responsibilities, strategically target opinion leaders, and work cross functionally with field team members. Additionally, with the upward trend of remote medical and commercial teams, it makes it harder to perform well when the traditional communication model needs to be reevaluated and adjusted. Therefore, it is important that MSLs have access to the right digital tools to keep ongoing conversations with key stakeholders.

With TikaMSL, medical team members can maintain their ongoing conversations as well as manage future engagements with KOLs and HCPs through a simple workflow design. The TikaMSL platform allows commercial and medical teams to piece together a cohesive story in which they can manage eMIRFs, gain insights about the industry, influence the P&T process, and strategically plan their HCP and KOL interactions.

The role of the typical MSL is shifting, which allows room for the increased use of technology to ease the everyday burdens of the medical affairs team. Planning and open communication are necessary to ensure that MSLs are not stretched too thinly. Since it is essential that the medical field force is able to provide input and address the needs of various stakeholders, it is imperative that MSLs are able to schedule virtual meetings with stakeholders, digitally manage their assets, and defer commercial-related eMIRFs.

 

References:

https://learn.h1insights.com/blog/2019/5/16/the-typical-medical-science-liaison

https://learn.h1insights.com/blog/2019/7/16/5-daily-challenges-of-msls

The Value of 360 Degree eMIRF Management

The Value of 360 Degree Medical Information Request Management

The method of managing Electronic Medical Information Request Forms (eMIRF) is typically highly prioritized and highly regulated within the life science industry. With concern for disseminating accurate information and answers, field teams and medical affairs teams need tight collaboration and consistent communication to ensure physician and patient safety when using their product. That entails accurate documentation of the request and accurate, timely responses by the appropriate parties.

More often than not, the Medical Science Liaison (MSL) or Medical Affairs team is receiving Medical Information Requests from sales representatives who are in the field visiting with a physician, rather than receiving the requests personally. Therefore, it is imperative for the field team and medical team to have an open communication channel when managing requests in the field.

Proper communication starts with accurately documenting the medical information request or question, right from the start.

Both the MSL and the field team must ensure accurate and appropriate answers when recording the medical information request, including a signature documenting and validating the interaction. Defining which values need to be captured will help sales reps enhance the likelihood of providing every detail to the Medical team. This also provides the medical team an opportunity to navigate and analyze consistent information trends and explore areas for improvement.

It is equally important to respond to the request in a timely manner as it is to provide a well-documented request.

Being able to quickly turn around the appropriate answer helps mitigate any product complaints, while limiting negative effects on the patient or physician. Customers will be better off by receiving the answer and will remember those that are quality and on time, a win-win.

TikaMobile offers TikaMSL.

With TikaMSL, commercial and medical teams can use the eMIRF manager to access a list of all requests submitted, their respective details, and track who captured the request and when the request has been filled between the two teams. Both teams can use the same form to capture all requests, defining who collected the information and ensuring consistency in the details requested and submitted.

Each physician who inquires and receives a response is tracked, building even more robust profiles for strategic planning. In addition, as medical teams continue to play in a heavily regulated industry, collecting a timestamped log ensures compliance and documentation for any audit that may be conducted.

Organizations that can provide customers with answers to the specific requests they made are built for success. Enabling technology to assist in this workflow can further improve your organization.

Learn more about TikaMobile’s offerings for medical affairs teams at https://www.tikamobile.com/products/tikamsl