IQVIA has announced its Orchestrated Customer Engagement (OCE) solution is now in use by 140 life-sciences companies located in 90 countries. The most recent to sign on, Laboratoires Thea, is an independent eye-care group in Europe.
The company reports its clients are leveraging OCE to accelerate their global digital transformation, in order to lead to more impactful interactions with customers. Customers now include AstraZeneca, Novo Nordisk, Roche, Adhera Therapeutics, Napo Pharmaceuticals, Pierre Fabre Pharmaceuticals, PruGen Pharmaceuticals, Recordati, Theramex and Zentiva.
Susan Hill, vice president and general manager of customer engagement with IQVIA, told Outsourcing-Pharma that the COVID-19 pandemic has created a need for accelerated digital adoption in pharma development firms.
“There is no denying that the pandemic has changed commercial operations and accelerated digital transformation in life sciences. For most companies, it was a wake-up call of how fast conditions can change and how an agile, digitally-equipped workforce is not just a “nice-to-have,” but a must-have,” she told us.
What’s more, Hill said, customer engagement now calls for a higher level of precision, speed and scale than ever before.
“OCE was built to help teams create personalized, relevant, and timely engagements driven by embedded intelligence and technology that understands the way life sciences works,” she commented. “By connecting insights, people and technology in an intelligence-backed platform designed for life sciences, OCE transforms the commercial model, enabling seamless orchestration of all personal and digital HCP touchpoints to achieve true customer centricity and elevated engagements.”
Too often, Hill commented, firms suffer from communication silos, where teams that need to connect aren’t doing so correctly.
“Often times you find that life science commercial teams operate as workflows functioning independently and concurrently, causing a limited view of HCP preferences and inconsistent data captured from past interactions; this lack of visibility not only creates operational inefficiencies within the organization, but a disjointed and unsatisfactory customer experience,” she said. “OCE breaks down the barriers between sales, marketing, medical and operational teams so that all commercial stakeholders have full visibility of what everyone is doing with respect to the customer.”
Kevin Knightly, president of technology and commercial solutions with IQVIA, said OCE was created when team members recognized customer engagement technologies currently on the market failed to address the evolving needs of clients.
“The environment in which our customers operate is complex, requiring engagement with multiple healthcare stakeholders across multiple channels. OCE is a transformative technology platform helping connect different customer-facing functions and harmonizing multichannel interactions to improve commercial performance and customer trust and loyalty,” Knightly said.
OCE is designed to connect enterprises with customers, and departments within a company with each other. Artificial intelligence can analyze interactions and outcomes to enhance productivity by making recommendations for commercial activities.
“OCE embeds intelligence within persona-based workflows, accelerating adoption and bringing insight into the hands of end-users to recommend, predict and automate tasks that drive more relevant and tailored interactions for each customer,” Hill told OSP. “Further, our connected systems create a “closed-loop learning process” that continuously feeds performance data back into the organization, so commercial teams are able to course correct and adapt in real-time to optimize targeting and segmentation; this not only improves decision making across all commercial roles but allows teams to optimize resources, increase the success of marketing tactics and execute consistent omnichannel engagement.”