Last Updated on May 31, 2023
Why a consent management tool?
“Why do I need a consent management solution, we already have a Customer Relation Management system”. A statement we often hear if we meet potential new pharma clients.
Let us be clear: A consent management solution is not a substitute for a CRM and vice versa. But a consent & preference management solution can definitely improve the HCP personal data in a CRM system. To understand we have to go back to the origin of a CRM. For a long time CRM was mainly used by field force. The basic HCP data was uploaded from e.g. OneKey and the additional data collected was reported by the reps. If a rep did not capture any information in CRM, the CRM stayed empty.
Due to Covid-19 more and more digital channels came in place to communicate with healthcare professionals. Pharma companies initiated e-mail campaigns, build dedicated HCP portals, organized online post grade education, etc. Also reps were trained to switch to digital initiatives like remote meetings and presentations.
Data collection
If the data collected via these channels is not directly ingested in applications such as CRM, this results in scattered data throughout the organization. This means a lot of manual work for data stewards, because ideally all data is stored in one central database. Another important consequence of having different data sources, is the fact that HCP records are not up to date and incomplete. If a marketeer wants to use HCP data, it should be guaranteed that the data is correct, especially in case an HCP opted out.
A consent & preference management solution can prevent having scattered data and feed your core applications such as CRM real time with the latest HCP data that is collected. This could be an opt-in that is received via another channel than a rep or a channel preference that has changed together with an email address.
Combining consent management and CRM.
A consent and preference management solution can be combined with your Customer Relationship Management (CRM) system, like VEEVA, OCE, Salesforce or Platforce to strengthen the use of the system in several ways:
Compliant Consent Collection.
The OptInsight consent management solution ensures that opt-ins and opt-outs are collected and managed in a compliant manner, reducing the risk of non-compliance. This information will be integrated into the CRM system, making it easy to access and use by your salesforce.
Better Data Management.
A consent and preference management tool can ensure that accurate and up-to-date data is stored, no matter from what source. This is your single source of truth, which will be integrated into the CRM system. This will improve the accuracy of your customer data and make it easier to track customer behavior and preferences for all personal involved. So not just field force.
Targeted Communication.
The preference management tool captures HCP preferences regarding the content they want to receive and how they want to receive this information, such as email, mail or field force visits. This information will be uploaded into the CRM system and it can be used by the reps to tailor personal communication to ensure that HCPs receive the relevant messaging.
Personalized Marketing.
By combining consent and preference data with targeting, segmentation and adoption data in the CRM system, pharmaceutical companies can create targeted marketing campaigns that are tailored to specific HCP preferences. This will improve engagement, built trust, improve the (digital) relation and ultimately drive sales.
Accessibility.
Basically, a CRM system is for providing the field force all HCP information they need to do their job. But accessibility for others than field force is limited. When a (digital) marketeer needs a list with email addresses of selected HCPs for a marketing campaign, only authorized personnel is able to provide such a list. In the OptInsight consent and preference management solution, it is very easy to create your own selection and produce your own list, which will only show HCPs who opted in.
Conclusion
In conclusion, combining a consent and preference management tool with a CRM system can strengthen the pharmaceutical industry’s use of the system by providing more personalized and compliant customer experiences. By using these tools together, pharmaceutical companies can improve data management, improve customer trust and engagement and ultimately drive sales.
Why choose the OptInsight solution?
The OptInsight consent and preference management solution allows pharmaceutical companies to manage the collection, storage and use of personal data in a compliant and secure manner. It provides a centralized platform for managing consent records, including the mandatory audit trail. It functions as a single source of truth, preventing scattered personal and consent data throughout your company. It also shows the latest consent status and preferences, which allows you to engage with HCPs based on the right data. The OptInsight platform can be customized to meet the specific needs of each company and country.
