1 00:00:06,500 --> 00:00:09,460 Well, hello everyone and welcome! 2 00:00:09,540 --> 00:00:11,520 I hope you're having a great day 3 00:00:11,720 --> 00:00:14,340 and I would like to welcome you all 4 00:00:14,400 --> 00:00:17,780 to this new episode of Pharma Insights 5 00:00:17,920 --> 00:00:19,980 the talk show created by Platforce 6 00:00:20,080 --> 00:00:22,100 with the aim to connect, network 7 00:00:22,270 --> 00:00:25,760 and exchange ideas with professionals from the pharma industry 8 00:00:25,820 --> 00:00:27,280 from all over the world. 9 00:00:27,560 --> 00:00:31,140 As you may already know because of the banners and things like that, 10 00:00:31,320 --> 00:00:32,840 my name is Juliana Kreisel 11 00:00:32,880 --> 00:00:35,720 and I will be a host, or one of your hosts for today 12 00:00:36,080 --> 00:00:37,420 In today's discussion, 13 00:00:37,500 --> 00:00:41,000 we will navigate the CRM landscape, 14 00:00:41,080 --> 00:00:46,220 the shift from rep-centric to content-centric strategies. 15 00:00:46,340 --> 00:00:49,300 We will dive into the dynamic world of CRM 16 00:00:49,360 --> 00:00:51,060 and Omni Channel strategies 17 00:00:51,080 --> 00:00:53,300 within the Pharma and healthcare sectors 18 00:00:53,500 --> 00:00:56,420 and explore how these tools have changed 19 00:00:56,500 --> 00:01:00,160 the roles of marketeers and medical professionals. 20 00:01:00,600 --> 00:01:04,440 As you all know, I do not do this show by myself 21 00:01:04,500 --> 00:01:06,500 because I'm a little... 22 00:01:06,620 --> 00:01:08,520 I get nervous in the camera 23 00:01:08,520 --> 00:01:12,940 so I will introduce my co-host and colleague from 24 00:01:13,100 --> 00:01:15,460 Platforce: Stefan Repin. 25 00:01:15,540 --> 00:01:18,400 He's head of marketing. Hi, Stef! How are you doing today? 26 00:01:18,480 --> 00:01:20,400 Hey, hello! Hey! Today I'm free, 27 00:01:20,480 --> 00:01:21,780 I don't have any football to watch. 28 00:01:21,900 --> 00:01:24,540 Well, unless you're rooting for Copa América, 29 00:01:24,580 --> 00:01:26,200 but in Europe we don't have any football 30 00:01:26,320 --> 00:01:28,760 to watch, so today you guys all 31 00:01:28,880 --> 00:01:31,860 can glue your eyes to our wonderful webinar. 32 00:01:32,700 --> 00:01:34,740 I'm really happy to... 33 00:01:34,780 --> 00:01:38,240 We were actually discussing the football with our guests. 34 00:01:38,380 --> 00:01:39,920 ha ha ha 35 00:01:39,980 --> 00:01:42,840 We have a French person here and we have a Belgian here today. 36 00:01:42,900 --> 00:01:44,300 so they had some, a bit of a... 37 00:01:44,480 --> 00:01:49,460 a conflict, but hopefully there's not going to be any conflict on the webinar 38 00:01:49,620 --> 00:01:53,080 because the topic is super interesting. 39 00:01:53,160 --> 00:01:56,000 It's about the upcoming changes, and you guys all know about this. 40 00:01:56,280 --> 00:01:59,000 So we'll run this a little bit different. 41 00:01:59,060 --> 00:02:02,160 Philip will give us a bit of a context 42 00:02:02,400 --> 00:02:05,240 about what are we talking about 43 00:02:05,320 --> 00:02:07,840 and please prepare your questions right away 44 00:02:07,920 --> 00:02:11,520 because there's going to be a lot of very interesting insights 45 00:02:11,640 --> 00:02:13,400 and we have amazing guests today. 46 00:02:13,520 --> 00:02:15,440 And just really like A star guests 47 00:02:15,580 --> 00:02:17,940 Let's go on presenting them. 48 00:02:18,230 --> 00:02:20,780 Sure, first we have Philip Vyt. 49 00:02:20,880 --> 00:02:23,000 Phillip, how are you doing today? 50 00:02:23,240 --> 00:02:25,200 Hey guys! Thank you for having me. 51 00:02:25,360 --> 00:02:26,520 I'm really doing good. 52 00:02:26,840 --> 00:02:30,460 Happy to hear that, that you're happy with the soccer match haha 53 00:02:30,590 --> 00:02:31,940 on the soccer tournament. 54 00:02:32,060 --> 00:02:33,920 Yeah we didn't play well, but we continue and that's... 55 00:02:34,020 --> 00:02:37,700 that's a positive thing, we meet France once again 56 00:02:37,820 --> 00:02:40,280 It still hurts the last time we lost with them, 57 00:02:40,340 --> 00:02:42,580 but we'll try to do a good job. 58 00:02:42,680 --> 00:02:44,300 How good to hear! 59 00:02:45,200 --> 00:02:49,620 Then we have Florent. Hello, how are you doing today? 60 00:02:51,400 --> 00:02:53,240 Hello, I'm doing well. 61 00:02:53,300 --> 00:02:55,040 Actually you know I'm French 62 00:02:55,080 --> 00:02:58,100 but I'm living 1 kilometer away from Belgium 63 00:02:58,230 --> 00:03:01,460 so I will be careful what I say about about Belgian football 64 00:03:01,600 --> 00:03:03,440 You know, Belgium guys, 65 00:03:03,480 --> 00:03:07,120 if you want to search for him, we're going to share his address later on. 66 00:03:07,160 --> 00:03:07,820 No, I'm kidding! 67 00:03:07,820 --> 00:03:09,510 Thank you! ha ha ha 68 00:03:09,700 --> 00:03:14,340 And well actually going to football, 69 00:03:14,380 --> 00:03:16,060 sorry I call it "soccer" I don't know why. 70 00:03:16,120 --> 00:03:17,840 I'm Argentinian. We are... 71 00:03:17,920 --> 00:03:19,360 Football is our life. 72 00:03:19,420 --> 00:03:22,340 so basically we are enemies with Florent 73 00:03:22,440 --> 00:03:24,620 but we are not, right? ha ha 74 00:03:24,700 --> 00:03:26,540 No, absolutely not. No, no! 75 00:03:26,540 --> 00:03:28,860 I think you won the last time right? 76 00:03:29,080 --> 00:03:31,520 That guy named Messi, I don't really know him... 77 00:03:31,600 --> 00:03:34,520 He seems kind of a bit old now but he's still good, right? 78 00:03:34,620 --> 00:03:35,960 He's very good haha 79 00:03:36,060 --> 00:03:37,860 I mean, what can you do? 80 00:03:37,920 --> 00:03:41,460 I would like to introduce our last friend for today 81 00:03:41,540 --> 00:03:45,460 our last expert: Chris Wade. Hello, Chris! How are you doing today? 82 00:03:45,540 --> 00:03:47,260 Hey, everyone! Thanks very much for having me! 83 00:03:47,540 --> 00:03:49,900 Oh we're super happy to have you! 84 00:03:49,940 --> 00:03:54,020 Any comments on the football match or the soccer tournament? 85 00:03:54,230 --> 00:03:56,340 I'm Australian, so it is "soccer". 86 00:03:56,400 --> 00:04:00,320 Sorry, guys. Football is a very different sport where I come from. 87 00:04:00,420 --> 00:04:05,420 but I live in London now, I've been here about 25 years so 88 00:04:05,500 --> 00:04:08,740 I think England's all ready to be knocked out in the semi-finals as usual 89 00:04:08,900 --> 00:04:10,980 ha ha ha Wow! 90 00:04:11,120 --> 00:04:15,840 Well, if you want... "Pharma Insights" is the name 91 00:04:15,920 --> 00:04:18,960 of this incredible project, 92 00:04:19,080 --> 00:04:22,980 or if you want soccer or weather information, 93 00:04:23,020 --> 00:04:24,860 you can always connect with us 94 00:04:24,900 --> 00:04:26,380 and we will be happy to share it. 95 00:04:26,580 --> 00:04:29,960 Before we start with this incredible talk show, 96 00:04:30,080 --> 00:04:33,380 I want to give some 97 00:04:33,720 --> 00:04:36,040 comments I will say to our attendees 98 00:04:36,280 --> 00:04:39,040 please drop your question, comments, 99 00:04:39,120 --> 00:04:42,480 anything you want to hear from our experts 100 00:04:42,540 --> 00:04:44,660 on the comment section below 101 00:04:44,780 --> 00:04:46,620 and we will bring it up for them 102 00:04:46,720 --> 00:04:49,800 so they can answer or connect with you. 103 00:04:49,940 --> 00:04:54,700 Our social media guru and colleague Malén D'Urso 104 00:04:54,780 --> 00:04:57,840 is moderating in the chat and the comment section 105 00:04:57,900 --> 00:04:58,820 so don't worry 106 00:04:58,880 --> 00:05:02,960 and my last information for today will be: 107 00:05:03,020 --> 00:05:04,800 we would love to hear from you guys 108 00:05:04,880 --> 00:05:06,520 what do you want to hear next 109 00:05:06,640 --> 00:05:09,520 so we're going to also drop a form 110 00:05:09,620 --> 00:05:12,760 if you can fill it out, 111 00:05:12,880 --> 00:05:16,220 then we're going to choose the topic. 112 00:05:16,560 --> 00:05:20,860 so without any further delay, and with the end of my 113 00:05:21,040 --> 00:05:24,700 in Argentina we would say "parochial news" 114 00:05:25,000 --> 00:05:28,320 I will go further with this conversation. 115 00:05:28,420 --> 00:05:31,660 So, Stef, do you want to start with this talk? 116 00:05:31,760 --> 00:05:33,440 Yeah! So, 117 00:05:33,520 --> 00:05:37,140 As a matter of fact, Philip has prepared something for us 118 00:05:37,240 --> 00:05:41,200 we have sort of a context, so we'll start with the context, with the story 119 00:05:41,620 --> 00:05:42,420 Right? 120 00:05:42,600 --> 00:05:43,740 Now you go! 121 00:05:46,100 --> 00:05:49,120 Philip, do you want to lead on this? Or do you want me to do it? 122 00:05:52,880 --> 00:05:55,440 I think it's frozen. 123 00:05:55,560 --> 00:05:57,500 I don't know... 124 00:05:59,100 --> 00:06:00,860 Philip, are you frozen? 125 00:06:00,940 --> 00:06:05,200 haha He got stage frightened. No, I'm kidding. 126 00:06:05,280 --> 00:06:10,540 Okay, I'll start. If he comes back then I'll give him the stage. 127 00:06:10,680 --> 00:06:13,920 So, the breakup: In December 2022 128 00:06:15,420 --> 00:06:20,000 Veeva decides that it will not renew the partnership with Salesforce. 129 00:06:20,060 --> 00:06:23,160 The current license expires in September 2025 130 00:06:23,260 --> 00:06:25,880 until then both parties are restricted. 131 00:06:25,960 --> 00:06:28,700 Something new from Veeva. 132 00:06:28,900 --> 00:06:31,820 Veeva announced its new CRM called VEEVA VAULT CRM. 133 00:06:31,900 --> 00:06:33,780 which is a completely new CRM 134 00:06:34,310 --> 00:06:36,420 And it's move to marketing automation. 135 00:06:36,440 --> 00:06:40,590 Announcement of "campaign manager" at the Boston Summit in May 2024. 136 00:06:41,220 --> 00:06:46,520 A new move from Salesforce: at this point it's like basically chess, I can see. 137 00:06:47,100 --> 00:06:49,840 Salesforce announced a global partnership 138 00:06:49,900 --> 00:06:53,920 with IQVIA to accelerate the development of life science cloud. 139 00:06:54,060 --> 00:06:57,560 building on the OCE platform of IQVIA. 140 00:06:58,300 --> 00:06:59,320 To be expected: 141 00:06:59,380 --> 00:07:01,560 intermediate announcements are expected 142 00:07:01,680 --> 00:07:05,040 by Salesforce at dreamforce September 2024 143 00:07:05,100 --> 00:07:07,580 and Veeva Summit EU in November 2024 144 00:07:08,080 --> 00:07:12,080 What's the big bang? The Big Bang is September 2025. 145 00:07:12,180 --> 00:07:14,940 We expect Salesforce to launch its full life cycle 146 00:07:15,120 --> 00:07:17,640 life science Cloud CRM offering 147 00:07:18,200 --> 00:07:19,300 The deadline: 148 00:07:19,420 --> 00:07:25,160 by 2029 all Veeva organizations should have moved to VEEVA VAULT CRM. 149 00:07:25,420 --> 00:07:27,040 or other solution 150 00:07:27,400 --> 00:07:28,840 Seven, the data lawsuit 151 00:07:28,920 --> 00:07:32,500 Veeva open data and IQVIA one key are involved i 152 00:07:32,620 --> 00:07:36,380 an anti-trust lawsuit on the use of customer data offering. 153 00:07:36,500 --> 00:07:40,280 This has been going on for a few years, but we expect an outcome this year. 154 00:07:40,540 --> 00:07:42,840 Yeah, ok. 155 00:07:44,340 --> 00:07:46,200 Philip, are you here? Can you hear us? 156 00:07:46,860 --> 00:07:49,180 Yeah, sorry I got disconnected. 157 00:07:49,300 --> 00:07:51,560 I switched to my phone, so I hope that works. 158 00:07:51,880 --> 00:07:55,280 but I think you already did the page, right? In my absence. 159 00:07:55,360 --> 00:07:58,120 I did the page but you can start the comment. 160 00:07:58,240 --> 00:08:01,880 Actually, from the past conversations I had 161 00:08:01,960 --> 00:08:04,460 with people on this topic because this has been 162 00:08:04,680 --> 00:08:07,180 a very high conversation topic on LinkedIn 163 00:08:07,480 --> 00:08:10,640 we thought it was good to give some background 164 00:08:10,860 --> 00:08:12,440 so when I was talking to Chris 165 00:08:12,580 --> 00:08:14,500 a few months ago in London 166 00:08:14,600 --> 00:08:16,460 we kind of saw like there's a few key dates 167 00:08:16,800 --> 00:08:18,380 that you need to keep in mind 168 00:08:18,460 --> 00:08:20,700 so all of this story started in December 169 00:08:20,900 --> 00:08:23,100 when the marriage kind of broke up, right? 170 00:08:23,220 --> 00:08:25,520 There's this kind of breakup story between Veeva and Salesforce. 171 00:08:25,800 --> 00:08:29,340 and up to then they've been working really well together 172 00:08:29,440 --> 00:08:31,480 Veeva had a license with Salesforce 173 00:08:31,540 --> 00:08:34,380 they paid I think around 50% to Salesforce 174 00:08:35,440 --> 00:08:37,540 and they were continuing like this 175 00:08:37,580 --> 00:08:39,660 but then Veeva says "okay, we're gonna stop this" 176 00:08:39,700 --> 00:08:41,800 and this kind of put a whole series in motion. 177 00:08:42,000 --> 00:08:44,640 and the next 178 00:08:44,860 --> 00:08:48,500 kind of timeline you need to keep in mind is September 2025 179 00:08:48,780 --> 00:08:51,300 by that time the license is actually done. 180 00:08:51,480 --> 00:08:54,620 and by that time Salesforce can bring in their own solution. 181 00:08:55,000 --> 00:08:58,720 and also Veeva can continue with their steps into marketing automation 182 00:08:58,820 --> 00:09:02,460 so they basically make Salesforce to move into the CRM part 183 00:09:02,600 --> 00:09:05,660 and Veeva will move a lot more into marketing automation 184 00:09:05,780 --> 00:09:07,520 and for Veeva this is really 185 00:09:07,680 --> 00:09:09,320 This is Uncharted Territory, right? 186 00:09:09,380 --> 00:09:13,920 they've been around the CRM, and their CRM solution was rep-centric 187 00:09:14,060 --> 00:09:15,980 Remember Veeva was always telling about 188 00:09:16,020 --> 00:09:18,060 the rep is in the center of the orchestration 189 00:09:18,100 --> 00:09:19,940 They're now moving away from 190 00:09:20,040 --> 00:09:23,060 that sentence and they're broadening their value proposition 191 00:09:23,220 --> 00:09:25,640 with campaign manager to marketeers 192 00:09:25,840 --> 00:09:29,900 taking also other channels into the scope, 193 00:09:30,100 --> 00:09:34,380 like email, email automation, marketing email automation, 194 00:09:34,440 --> 00:09:37,960 their website, so it's really a big shift for Veeva. 195 00:09:38,180 --> 00:09:41,000 That big bang is happening September 2025 196 00:09:41,040 --> 00:09:42,420 but in the meantime 197 00:09:42,540 --> 00:09:45,620 like in Fall we do expect that a Dreamforce 198 00:09:45,720 --> 00:09:47,840 Salesforce will already give an update 199 00:09:47,940 --> 00:09:52,140 around their move with IQVIA and their life science Cloud solution 200 00:09:52,220 --> 00:09:55,780 and the same thing will happen with Veeva in November, in Madrid 201 00:09:56,040 --> 00:09:57,880 where they will probably give an update 202 00:09:58,060 --> 00:10:00,340 on where they are with campaign manager 203 00:10:00,500 --> 00:10:05,440 and they will do so in spring in 2025 in Boston again. 204 00:10:05,920 --> 00:10:10,360 and I think Florent added this morning this last bullet to the slides. 205 00:10:10,680 --> 00:10:12,420 It's a key one, right? 206 00:10:12,720 --> 00:10:15,700 Yes, the CRM systems they are moving, they're evolving. 207 00:10:15,820 --> 00:10:18,980 but I think I'll let this to Florent 208 00:10:19,080 --> 00:10:21,360 to discuss this data lawsuit in the back. 209 00:10:21,400 --> 00:10:24,460 Florent, I think it's really critical to take into account this as well. 210 00:10:25,020 --> 00:10:31,200 Yeah because I mean, depending on how IQVIA, how the lawsuit 211 00:10:31,280 --> 00:10:36,580 is going to rule the behavior, the commercial behavior of Veva and IQVIA could be very different. 212 00:10:37,080 --> 00:10:39,840 Technically, nothing would prevent 213 00:10:39,960 --> 00:10:44,980 IQVIA from saying we do not allow people 214 00:10:45,060 --> 00:10:50,080 to use our data set in the Veeva proprietary CRM 215 00:10:50,200 --> 00:10:55,220 because those guys have misbehaved with our data in the past. 216 00:10:55,820 --> 00:10:59,260 And then that would create a challenge for the companies 217 00:10:59,380 --> 00:11:01,900 who would have then to choose clearly a camp 218 00:11:02,020 --> 00:11:05,120 which is to go Salesforce/IQVIA 219 00:11:05,260 --> 00:11:08,320 or to go Veeva/Open data 220 00:11:08,720 --> 00:11:12,080 and that's today no one is exactly there 221 00:11:12,180 --> 00:11:16,740 I think everyone has a bit of a mix based on local market specificities. 222 00:11:18,100 --> 00:11:20,580 So that could play a role in the decision of people. 223 00:11:21,060 --> 00:11:25,420 And maybe interesting when Veeva announced 224 00:11:25,720 --> 00:11:28,520 in December 2023 225 00:11:28,560 --> 00:11:33,380 when in Madrid they talked about the first two customers that were signing up for Veeva Vault 226 00:11:33,660 --> 00:11:35,900 that being Bayer and GSK 227 00:11:36,100 --> 00:11:41,260 they actually said that they were also would be moving to Veeva Open Data 228 00:11:41,360 --> 00:11:43,620 So that data, when they said 229 00:11:43,720 --> 00:11:46,760 "Ok, we're going to be the two first customers that already raised our hands" 230 00:11:46,760 --> 00:11:49,220 And said "we're going to continue with Veeva CRM" 231 00:11:49,280 --> 00:11:50,940 they also said like and 232 00:11:51,040 --> 00:11:54,080 "We're going to do that migration to another customer dataset" 233 00:11:54,260 --> 00:11:56,700 So it does play, it does play a role 234 00:11:56,760 --> 00:11:57,860 we do foresee 235 00:11:57,900 --> 00:12:00,540 so it's not only migration of CRM 236 00:12:00,600 --> 00:12:02,300 It's a lot more than that. 237 00:12:02,660 --> 00:12:06,100 Yeah and I think it's interesting when you look at 238 00:12:06,160 --> 00:12:08,720 the announcement that Salesforce made just 239 00:12:08,800 --> 00:12:11,880 prior to the Veeva US Summit in Boston. 240 00:12:12,040 --> 00:12:14,180 They spoke quite a lot about 241 00:12:14,360 --> 00:12:16,540 that data landscape and 242 00:12:16,780 --> 00:12:19,980 encouraging, you know, giving customers freedom 243 00:12:20,140 --> 00:12:23,660 to make their own decisions about what data they wanted to use 244 00:12:25,120 --> 00:12:29,460 and particularly when you think about essentially thinking about data cloud, 245 00:12:29,760 --> 00:12:32,600 and that ability essentially to mix data sources 246 00:12:32,740 --> 00:12:35,780 and then tether to that of course you have 247 00:12:35,860 --> 00:12:38,120 you know the GPT side with Einstein 248 00:12:38,460 --> 00:12:40,480 Once the data, 249 00:12:40,540 --> 00:12:43,940 once that proprietary data from a provider whether it is 250 00:12:44,160 --> 00:12:47,360 IQVIA, or is H1, or whoever that happens to be, 251 00:12:47,480 --> 00:12:51,180 once that goes into that into Einstein 252 00:12:51,360 --> 00:12:53,100 it will be impossible 253 00:12:53,300 --> 00:12:56,140 to keep control of of its Providence 254 00:12:56,740 --> 00:12:58,380 because that data then gets mixed 255 00:12:58,560 --> 00:13:01,860 and new things get generated hence, you know, 256 00:13:01,920 --> 00:13:04,620 the whole concept of generative AI 257 00:13:06,120 --> 00:13:09,500 and at the same time IQVIA is making their own announcement 258 00:13:09,580 --> 00:13:12,340 around their GPT or AI strategies 259 00:13:12,540 --> 00:13:14,940 so it' be really interesting to see 260 00:13:15,020 --> 00:13:16,800 whilst the initial announcement was 261 00:13:16,920 --> 00:13:18,320 we'll work with everybody 262 00:13:18,420 --> 00:13:21,660 the reality of having IQVIA 263 00:13:21,880 --> 00:13:23,920 as a primary partner 264 00:13:24,120 --> 00:13:29,300 when they are, you know, so dominant, their Core Business is data 265 00:13:29,420 --> 00:13:32,620 sets up you know an interesting 266 00:13:32,720 --> 00:13:35,400 next couple of years between 267 00:13:35,480 --> 00:13:37,040 put the systems to the side 268 00:13:37,140 --> 00:13:39,560 you know if you're effectively locked in 269 00:13:39,760 --> 00:13:42,040 to say if we're going down the salesport path 270 00:13:42,140 --> 00:13:45,200 it will be essentially IQVIA or nothing else 271 00:13:45,320 --> 00:13:47,040 unless they don't operate in that space 272 00:13:47,270 --> 00:13:49,520 and on the Veeva side it has to be open data 273 00:13:49,680 --> 00:13:52,540 or Compass or you know their other data services 274 00:13:52,640 --> 00:13:55,340 it doesn't really help the industry 275 00:13:55,440 --> 00:13:56,320 No. 276 00:13:56,320 --> 00:13:58,320 It becomes... It's another... 277 00:14:00,260 --> 00:14:03,420 It's that next level of locking, 278 00:14:03,440 --> 00:14:06,580 which I don't think you know is what nobody wants from this. 279 00:14:06,780 --> 00:14:10,580 At least from the industry side is going from 280 00:14:11,000 --> 00:14:13,880 you know going into a sort of... 281 00:14:13,980 --> 00:14:16,460 you know situation 282 00:14:16,600 --> 00:14:18,360 regardless of what happens to the lawsuit 283 00:14:19,040 --> 00:14:21,660 Yeah and you also see that at this stage 284 00:14:21,720 --> 00:14:23,940 because we're in this kind of vacuum 285 00:14:23,950 --> 00:14:27,640 between today and 2025 announcements are pretty... 286 00:14:27,880 --> 00:14:30,420 They're really careful with communication 287 00:14:30,560 --> 00:14:33,800 When IQVIA, Salesforce-IQVIA partnership was announced 288 00:14:33,920 --> 00:14:36,200 the press release was pretty vague 289 00:14:37,120 --> 00:14:39,240 the same thing with Veeva communication 290 00:14:39,300 --> 00:14:41,840 on LinkedIn it's pretty 291 00:14:41,900 --> 00:14:44,580 they're really careful in what they announce 292 00:14:44,700 --> 00:14:48,280 and it makes sense, right? We're in this kind of vacuum in between. 293 00:14:48,340 --> 00:14:52,980 and probably everything will go crazy after September 2025 I think. 294 00:14:53,100 --> 00:14:56,420 But I think, as you know, pharma companies 295 00:14:56,500 --> 00:14:58,860 that's exactly the time we need 296 00:14:59,040 --> 00:15:01,080 to think through I mean because 297 00:15:01,120 --> 00:15:03,480 if today we were to choose between 298 00:15:03,580 --> 00:15:07,220 I don't know Eseevo, Salesforce and Veeva, right? 299 00:15:07,300 --> 00:15:08,300 to take those three 300 00:15:09,080 --> 00:15:10,780 That would be choosing a tool 301 00:15:11,020 --> 00:15:13,280 that would be exactly making the same mistake 302 00:15:13,320 --> 00:15:17,000 I had the guys who are telling me "I want to do something with chatGPT" 303 00:15:17,140 --> 00:15:19,420 They, yeah, no. 304 00:15:19,520 --> 00:15:23,600 What is your business situation? What is your business challenge? 305 00:15:23,640 --> 00:15:25,340 What is your opportunity? 306 00:15:25,440 --> 00:15:27,920 And then let's define what are the best tools 307 00:15:28,040 --> 00:15:30,180 to bring you where you want to go 308 00:15:30,510 --> 00:15:34,360 and with whom do you have that conversation, Florent? 309 00:15:34,440 --> 00:15:36,300 let's say you open that meeting 310 00:15:36,360 --> 00:15:37,460 and have that conversation 311 00:15:37,520 --> 00:15:39,120 because I think it's really important 312 00:15:39,200 --> 00:15:41,320 who would you put around that table? 313 00:15:41,660 --> 00:15:43,180 to have that conversation? 314 00:15:43,280 --> 00:15:45,860 so I would put the GMs 315 00:15:46,040 --> 00:15:47,180 of the company, 316 00:15:47,100 --> 00:15:50,360 the guys who are actually owning the local pnls, 317 00:15:50,680 --> 00:15:53,600 I would bring the Global Marketing, 318 00:15:53,760 --> 00:15:56,940 Global Medical, Global Market access functions 319 00:15:57,360 --> 00:16:00,100 and the people who do digital and tech 320 00:16:00,800 --> 00:16:04,160 so that we all of us together define 321 00:16:04,260 --> 00:16:07,580 okay in 2030 we will have to have moved 322 00:16:07,820 --> 00:16:10,720 what are the capabilities the organization will need? 323 00:16:10,820 --> 00:16:13,780 what will be the commercialization model that we will have? 324 00:16:13,900 --> 00:16:16,940 and therefore what are the data and tools 325 00:16:17,040 --> 00:16:20,160 that we enable to deliver our objectives? 326 00:16:20,280 --> 00:16:22,120 and if you take it the other way around 327 00:16:22,220 --> 00:16:24,320 that's really the tail wagging the dog, right? 328 00:16:24,460 --> 00:16:25,740 I mean 329 00:16:26,080 --> 00:16:27,980 The second bullet that you said is 330 00:16:28,100 --> 00:16:30,820 what is the commercial... what does our go to Market model look like? 331 00:16:30,920 --> 00:16:32,820 how is our pipeline evolving? 332 00:16:32,880 --> 00:16:35,640 are we working into super rare disease? 333 00:16:35,720 --> 00:16:38,440 are we still leveraging reps or going into reps plus? 334 00:16:38,520 --> 00:16:40,620 do we have a key account or do we go fully digital? 335 00:16:40,780 --> 00:16:43,300 so I think that conversation is really key 336 00:16:43,560 --> 00:16:45,980 when we see now, when I now do an analysis 337 00:16:46,060 --> 00:16:48,740 on who are the buying personas for tech solutions 338 00:16:49,140 --> 00:16:51,680 It's IT. It's commercial excellence. 339 00:16:51,800 --> 00:16:54,600 And then of course there's procurement, etc 340 00:16:54,740 --> 00:16:58,020 But in this conversation people were focusing on 341 00:16:58,120 --> 00:17:01,860 on really company strategy, launch strategy, TA, pipeline, 342 00:17:01,960 --> 00:17:05,180 There really need to be different 343 00:17:05,260 --> 00:17:08,480 people around that table because the conversation is way bigger 344 00:17:08,720 --> 00:17:10,800 than doing an RFP on 345 00:17:10,960 --> 00:17:12,700 technical requirements 346 00:17:12,880 --> 00:17:16,740 that you really need to take your time to have that business conversation, what you just said. 347 00:17:18,260 --> 00:17:19,780 and when I then look at the 348 00:17:19,880 --> 00:17:22,780 people showing up at the Veeva Summits 349 00:17:22,860 --> 00:17:24,800 and I think I don't know Dreamforce that well 350 00:17:24,880 --> 00:17:26,640 but I can just reflect on Veeva Summit 351 00:17:26,840 --> 00:17:29,020 it's basically business IT, 352 00:17:29,140 --> 00:17:30,580 and then commercial Excellence 353 00:17:30,640 --> 00:17:32,740 I do not see those marketeers 354 00:17:32,880 --> 00:17:35,040 starting to discover 355 00:17:35,180 --> 00:17:38,020 what is the whole world opening up of opportunities 356 00:17:38,120 --> 00:17:39,700 and I think it 357 00:17:40,000 --> 00:17:42,680 so I will... I think you know 358 00:17:42,820 --> 00:17:46,200 naturally you will never see them because they're not going to come 359 00:17:46,460 --> 00:17:47,960 you need to bring them here 360 00:17:48,160 --> 00:17:51,360 and that's for me the role of commercial Excellence 361 00:17:51,520 --> 00:17:54,320 allied with IT in the organizations 362 00:17:54,580 --> 00:17:57,660 which is to let's say open the chakra 363 00:17:57,760 --> 00:18:02,200 of the marketeers and make them understand that the world has changed 364 00:18:02,280 --> 00:18:05,460 and that there are new ways their customer, their own customer 365 00:18:05,700 --> 00:18:07,440 wants to be interactive with. 366 00:18:07,620 --> 00:18:10,280 They want to see different types of content on different media 367 00:18:10,360 --> 00:18:12,020 with a different urgency 368 00:18:12,140 --> 00:18:13,660 in getting an answer to a question and 369 00:18:13,740 --> 00:18:14,580 these type of things. 370 00:18:14,660 --> 00:18:17,300 And that the standard marketing practice 371 00:18:17,460 --> 00:18:21,240 that is I'm going to bring you a 130 page detailing 372 00:18:21,720 --> 00:18:24,440 is irrelevant in 2024. 373 00:18:24,660 --> 00:18:26,340 And that if you do that 374 00:18:26,540 --> 00:18:28,160 you shoot yourself in the foot 375 00:18:28,280 --> 00:18:30,740 like literally you show everyone 376 00:18:30,800 --> 00:18:33,420 that you have not understood where the world has gone 377 00:18:33,500 --> 00:18:34,820 and where your customers are. 378 00:18:34,980 --> 00:18:39,480 And I think it's on us to educate those people. 379 00:18:40,340 --> 00:18:42,680 to open them to the new world 380 00:18:42,840 --> 00:18:45,790 Yeah and I think it's interesting about what we see 381 00:18:45,790 --> 00:18:49,400 from a vendor perspective, is we see 382 00:18:49,960 --> 00:18:52,720 a lot of organizations that at the moment say 383 00:18:52,880 --> 00:18:56,160 particularly either larger organizations 384 00:18:56,200 --> 00:18:59,820 which we think are sort of more innovative. you know, further down 385 00:18:59,900 --> 00:19:01,180 the digital path 386 00:19:01,360 --> 00:19:03,380 what they're doing is what they haven't done 387 00:19:03,440 --> 00:19:05,080 in many cases for over a decade 388 00:19:05,140 --> 00:19:06,840 in some cases over 15 years 389 00:19:07,000 --> 00:19:10,480 is actually running a business requirements assessment 390 00:19:10,780 --> 00:19:13,440 because if you, you know, contrast 391 00:19:13,550 --> 00:19:15,180 the world pre-Veeva 392 00:19:15,260 --> 00:19:17,720 and hey to their credit 393 00:19:17,800 --> 00:19:19,920 they've pulled off a blinder in 394 00:19:20,100 --> 00:19:22,140 leveraging a cloud approach 395 00:19:22,240 --> 00:19:25,360 that has made changed the way that people think about 396 00:19:25,400 --> 00:19:28,080 buying technology because pre-Veeva, 397 00:19:28,140 --> 00:19:32,020 it was every 3 to 5 years you would run a 398 00:19:32,150 --> 00:19:35,240 you know a big reassessment 399 00:19:35,320 --> 00:19:37,140 because your licenses would expire 400 00:19:37,240 --> 00:19:38,380 You bought your licenses. 401 00:19:38,440 --> 00:19:40,580 That lasted three to five years, something like that. 402 00:19:40,740 --> 00:19:42,580 And it would be time for a new system 403 00:19:42,620 --> 00:19:45,240 because it'd be new releases, new versions, all of that. 404 00:19:45,420 --> 00:19:46,940 That hasn't happened. 405 00:19:47,120 --> 00:19:50,040 So the consequence is we've got 406 00:19:50,120 --> 00:19:51,540 across the industry 407 00:19:51,780 --> 00:19:54,480 there hasn't been a serious 408 00:19:54,660 --> 00:19:56,600 reassessment of 409 00:19:56,700 --> 00:19:59,460 what do we need these customer systems to do? 410 00:19:59,620 --> 00:20:02,620 has the market changed? how has our business changed? 411 00:20:02,800 --> 00:20:05,640 Yeah, to your point, Florent, what do we want to be doing in five years? 412 00:20:05,720 --> 00:20:07,260 Hey what do we need to be doing now? 413 00:20:07,420 --> 00:20:09,240 that we struggle to do 414 00:20:09,340 --> 00:20:10,900 in effectively 415 00:20:11,020 --> 00:20:13,460 using a solution model 416 00:20:13,520 --> 00:20:15,800 which is probably more rooted in 417 00:20:15,800 --> 00:20:17,800 frankly when I started working in 418 00:20:17,840 --> 00:20:20,300 when I joined Dendrite back in 1997, 419 00:20:20,480 --> 00:20:24,680 it was about etms, it was territory management. 420 00:20:24,880 --> 00:20:27,920 and we're still largely in a territory management paradigm 421 00:20:28,000 --> 00:20:30,660 with lots of you know parallel systems 422 00:20:30,740 --> 00:20:32,860 in digital and marketing 423 00:20:32,940 --> 00:20:36,480 which have to be sort of bolted on at the back for, you know, at the back end 424 00:20:36,580 --> 00:20:37,960 to try and make it work 425 00:20:39,220 --> 00:20:41,360 so what we've kind of see now is 426 00:20:41,480 --> 00:20:44,000 not people running a technology assessment 427 00:20:44,080 --> 00:20:45,820 because they're not ready for that yet 428 00:20:45,910 --> 00:20:49,160 they need the business assessment to be done first 429 00:20:49,260 --> 00:20:51,780 bringing all those stakeholders around the table and saying 430 00:20:51,920 --> 00:20:53,020 how's it going? 431 00:20:53,060 --> 00:20:54,600 you know, what is our market need? 432 00:20:54,680 --> 00:20:57,580 what do our customers need? what type of brands do we have? 433 00:20:57,740 --> 00:21:00,800 And, you know, what's the nature of decision making 434 00:21:00,900 --> 00:21:02,700 around those medicines 435 00:21:02,860 --> 00:21:05,940 that is going to dictate how we need to engage with the market 436 00:21:06,580 --> 00:21:08,100 until that's in place. 437 00:21:08,160 --> 00:21:10,360 It's like a phony war, 438 00:21:10,520 --> 00:21:12,780 the kind of you know 439 00:21:12,860 --> 00:21:15,080 well this system does that, this does that, 440 00:21:15,140 --> 00:21:17,120 until that process is complete 441 00:21:17,300 --> 00:21:20,920 so we're seeing, you know, a lot of the whether it's larger size 442 00:21:21,000 --> 00:21:22,980 or you know midsize, specialists or 443 00:21:23,060 --> 00:21:26,300 even quite small outfits getting very involved, 444 00:21:26,440 --> 00:21:28,420 in that assessment process 445 00:21:28,520 --> 00:21:31,020 but I think organizations of all sorts of sizes 446 00:21:31,200 --> 00:21:33,720 and then they'll be ready to sort of say 447 00:21:33,800 --> 00:21:34,940 "Okay, show us what you've got" 448 00:21:35,040 --> 00:21:38,420 We know what we want to be looking for now. 449 00:21:38,620 --> 00:21:41,500 hopefully it's been a robust process 450 00:21:41,620 --> 00:21:43,760 and they've got some clear objectives 451 00:21:43,840 --> 00:21:45,740 if we can't do these things, 452 00:21:45,860 --> 00:21:48,340 you know however many points there are, 453 00:21:48,440 --> 00:21:50,840 then that solution is not fit for purpose. 454 00:21:51,060 --> 00:21:53,660 It can't just be business as usual 455 00:21:53,800 --> 00:21:57,300 rolling from what we had to what we will have 456 00:21:57,440 --> 00:21:59,240 on a kind of parity basis 457 00:21:59,400 --> 00:22:01,700 you know it's too... you know 458 00:22:01,800 --> 00:22:04,820 this is... And I think a lot of companies have 459 00:22:04,960 --> 00:22:06,200 worked that out 460 00:22:06,340 --> 00:22:09,940 and are doing that due diligence internally 461 00:22:10,080 --> 00:22:13,180 at the moment and probably over the next year. 462 00:22:13,440 --> 00:22:15,100 in part because they know that 463 00:22:15,160 --> 00:22:17,840 the solutions landscape is very turbulent 464 00:22:17,920 --> 00:22:18,980 we don't know 465 00:22:19,060 --> 00:22:21,140 what vault's really going to look like yet 466 00:22:21,220 --> 00:22:23,860 we don't know what life sciences cloud's going to look like yet 467 00:22:24,020 --> 00:22:28,000 and that thing is interesting because 468 00:22:28,100 --> 00:22:29,280 one of the reasons 469 00:22:29,340 --> 00:22:31,620 when Bayer and GSK was on stage 470 00:22:31,760 --> 00:22:33,220 in December was 471 00:22:33,580 --> 00:22:37,120 that their main... One of the main drivers was stability. 472 00:22:37,340 --> 00:22:40,220 to stay with Veeva 473 00:22:40,320 --> 00:22:43,300 and one of the very interesting things 474 00:22:43,360 --> 00:22:47,340 that I heard I think it was from the person from GSK 475 00:22:47,600 --> 00:22:49,720 saying nothing changes for the reps 476 00:22:49,840 --> 00:22:53,380 because the look and feel of the front page of the iPad 477 00:22:53,440 --> 00:22:54,520 will still remain the same 478 00:22:54,560 --> 00:22:55,980 of course everything in the back is 479 00:22:56,100 --> 00:22:58,560 so that I also see a lot of people 480 00:22:58,660 --> 00:23:00,840 maybe not trying to bring in change 481 00:23:01,120 --> 00:23:03,620 to the field Force because what they said is 482 00:23:03,780 --> 00:23:05,380 I do not want to announce 483 00:23:05,460 --> 00:23:08,040 or I do not want to make the call to call in the Reps 484 00:23:08,140 --> 00:23:10,420 for X number of days to retrain them 485 00:23:10,600 --> 00:23:13,800 and I think I understand this 486 00:23:13,900 --> 00:23:17,100 at a certain level but if you keep on thinking like this 487 00:23:17,160 --> 00:23:19,480 this is basically where you say "we'll never innovate" 488 00:23:19,520 --> 00:23:22,000 because I don't want to educate my field force 489 00:23:22,060 --> 00:23:22,740 so I think 490 00:23:22,840 --> 00:23:24,840 but the call of the fear 491 00:23:25,000 --> 00:23:26,680 for picking something stable 492 00:23:26,800 --> 00:23:29,400 even when we don't even know how it will look like 493 00:23:29,460 --> 00:23:33,080 but one of the drivers they're selling is you're sticking with the same tool 494 00:23:33,140 --> 00:23:35,200 which basically you're not, right? 495 00:23:35,380 --> 00:23:37,500 and that's... 496 00:23:37,700 --> 00:23:40,620 the way Veeva is bringing this in is that 497 00:23:40,720 --> 00:23:43,220 content is at the center of everything 498 00:23:43,280 --> 00:23:45,600 so they push a lot more their vault system, 499 00:23:45,760 --> 00:23:47,640 their promo tool of saying 500 00:23:47,820 --> 00:23:50,660 this is at the heart of every pharma company 501 00:23:50,840 --> 00:23:52,520 so they want to 502 00:23:52,560 --> 00:23:57,220 they sell basically the Vault system and the CRM as more of an extension of this 503 00:23:57,520 --> 00:24:00,520 so I do see that shifting 504 00:24:00,660 --> 00:24:02,740 but that call for stability 505 00:24:02,800 --> 00:24:04,360 or that drive like guys 506 00:24:04,600 --> 00:24:06,800 this is a stable solution, stable setup, 507 00:24:06,900 --> 00:24:08,720 is something that they really push forward 508 00:24:09,560 --> 00:24:12,780 Guys, we have two comments. 509 00:24:12,860 --> 00:24:15,140 The first one is from Ben that it's 510 00:24:15,220 --> 00:24:18,120 in two different parts, the first one says 511 00:24:18,380 --> 00:24:21,380 it's not showing here, I'm sorry, but it says: 512 00:24:21,480 --> 00:24:25,240 I see two main barriers to bringing marketing 513 00:24:25,380 --> 00:24:28,300 Thank you. One sec. 514 00:24:28,620 --> 00:24:30,740 I see two main barriers to 515 00:24:30,860 --> 00:24:35,020 to bringing marketing truly as a stakeholder to the conversation 516 00:24:35,120 --> 00:24:40,320 role churn, how can marketeers get the strategic 517 00:24:40,600 --> 00:24:45,880 strategic level of input if they're jumping teams and roles every year or so 518 00:24:45,980 --> 00:24:48,020 Reliance on what's done before 519 00:24:48,100 --> 00:24:51,020 if their marketing director or creative agency 520 00:24:51,030 --> 00:24:54,740 never got their heads around a strategic CRM use 521 00:24:54,860 --> 00:24:58,860 of CRM, CLM content and the data that marries 522 00:24:58,960 --> 00:25:00,460 the two together? 523 00:25:00,580 --> 00:25:02,600 what's the drive to change? 524 00:25:02,660 --> 00:25:05,160 what other challenges do the panel see 525 00:25:05,260 --> 00:25:08,380 on bringing the right people around the table 526 00:25:08,460 --> 00:25:11,520 and importantly how do we change this 527 00:25:11,620 --> 00:25:13,200 in practical terms? 528 00:25:13,400 --> 00:25:17,520 Let me do this, so you we can all see it better. 529 00:25:17,680 --> 00:25:19,100 One second. 530 00:25:19,500 --> 00:25:25,860 Ok, it's going to load on your right side, so you can read the whole question 531 00:25:26,920 --> 00:25:29,220 that Ben is asking to the panel. 532 00:25:31,380 --> 00:25:33,520 Those are very good questions 533 00:25:33,620 --> 00:25:35,080 by the way. 534 00:25:35,180 --> 00:25:37,220 Well they would be different... 535 00:25:37,360 --> 00:25:38,260 I'm not surprised. 536 00:25:39,500 --> 00:25:42,380 I think, I mean, if you look at... I think breaking 537 00:25:42,460 --> 00:25:44,300 a couple of different points there but kind of 538 00:25:44,380 --> 00:25:46,380 holding it on the last piece I think 539 00:25:46,660 --> 00:25:49,680 it... the who's around the table, 540 00:25:49,760 --> 00:25:51,820 it goes absolutely to both 541 00:25:51,960 --> 00:25:54,000 what you know, Florent and Philip have said 542 00:25:54,500 --> 00:25:57,360 Both articulated the need of bringing 543 00:25:57,480 --> 00:26:01,580 the business leaders and the business stakeholders, not just sales. 544 00:26:01,700 --> 00:26:04,020 And that homes in on 545 00:26:04,100 --> 00:26:07,460 what Philip was saying if you set out 546 00:26:08,200 --> 00:26:10,900 one of the reasons to make a 547 00:26:11,200 --> 00:26:14,160 what is a multi-year potentially decade plus 548 00:26:14,300 --> 00:26:19,020 decision that, you know, I don't want a hard life around retraining 549 00:26:19,080 --> 00:26:21,900 you're putting your feet in concrete 550 00:26:23,020 --> 00:26:25,240 you have to be prepared to change the business, 551 00:26:25,300 --> 00:26:26,760 the business will under you 552 00:26:26,900 --> 00:26:29,420 you know the market will drive change 553 00:26:29,480 --> 00:26:32,360 because either your portfolio shifts or 554 00:26:32,500 --> 00:26:35,360 you know how healthcare reinvestment is going to change 555 00:26:35,440 --> 00:26:37,620 all of these factors of what you are 556 00:26:37,760 --> 00:26:41,580 looking in the crystal ball to say where are we going to be in 5 years, 10 years, or so forth? 557 00:26:41,660 --> 00:26:43,180 That's what, you know, I guess 558 00:26:43,240 --> 00:26:45,340 market access and these other strategic things 559 00:26:45,440 --> 00:26:47,360 are all over 560 00:26:47,540 --> 00:26:51,760 yet if it comes back to the decision maker is 561 00:26:52,240 --> 00:26:55,460 not even commercial IT, it's just a sales IT, 562 00:26:55,520 --> 00:26:57,340 where it's been for decades, you know. 563 00:26:57,460 --> 00:27:00,560 The field was the huge, was the big beast. 564 00:27:00,640 --> 00:27:03,140 So many people working in that area, 565 00:27:03,420 --> 00:27:05,400 all of the infrastructure around that, 566 00:27:05,500 --> 00:27:07,560 the systems, everything was unique to sales, 567 00:27:07,840 --> 00:27:11,220 And that's changing. Yeah, that's changed. 568 00:27:11,360 --> 00:27:12,540 Not even changing. 569 00:27:12,660 --> 00:27:15,580 You know the technology landscape has altered 570 00:27:15,790 --> 00:27:18,900 massively around that, it's a lot easier to do 571 00:27:19,060 --> 00:27:22,020 unified approaches integration 572 00:27:22,100 --> 00:27:25,940 It isn't quite the same barrier that it used to be. 573 00:27:26,040 --> 00:27:27,480 You know, through cdps, 574 00:27:27,600 --> 00:27:30,080 things like that, where it's data cloud 575 00:27:30,160 --> 00:27:31,640 or data verse, whatever that is 576 00:27:31,820 --> 00:27:35,180 It is much easier to connect multiple solutions 577 00:27:35,300 --> 00:27:37,740 than it was previously when it was 578 00:27:37,860 --> 00:27:39,520 you know it was bringing Accenture, 579 00:27:39,520 --> 00:27:41,880 bringing AI, bringing Delight to do 580 00:27:42,200 --> 00:27:44,260 months of work to try and sort of build 581 00:27:44,270 --> 00:27:45,620 all these connections 582 00:27:45,820 --> 00:27:48,540 and that's part of what this shift is also going to be about. 583 00:27:48,600 --> 00:27:50,060 It's going to be a huge amount of 584 00:27:50,080 --> 00:27:51,820 consolidation and renewal about 585 00:27:51,960 --> 00:27:55,240 modernizing stuff that's probably been in place for 20 years 586 00:27:55,600 --> 00:27:57,880 but it wasn't broken so it never got it never... 587 00:27:58,000 --> 00:28:00,320 there was never any pressure to 588 00:28:00,420 --> 00:28:02,280 to redo it. 589 00:28:04,400 --> 00:28:07,700 Guys, the second question was 590 00:28:07,720 --> 00:28:09,540 Let me... Give me one second because 591 00:28:09,620 --> 00:28:12,880 Florent, can you...? The question I think... 592 00:28:12,960 --> 00:28:16,200 I mean the same thing would go with any role, right? 593 00:28:16,280 --> 00:28:18,860 Pharma will probably need to kind of set up 594 00:28:18,920 --> 00:28:22,840 Okay, guys, this is a major shift, it will be phased out 595 00:28:22,940 --> 00:28:24,720 this is probably a multi-year program. 596 00:28:24,780 --> 00:28:28,480 It's not a... Even if you stay with Veeva or if you move, 597 00:28:28,620 --> 00:28:30,260 there's always a migration. 598 00:28:30,600 --> 00:28:33,460 So staying means change 599 00:28:33,540 --> 00:28:35,880 and moving means change so 600 00:28:35,940 --> 00:28:38,480 you cannot outrun the evolution. 601 00:28:38,540 --> 00:28:40,860 That's the bottom line. 602 00:28:40,980 --> 00:28:43,900 So even if people, you would have a jurn 603 00:28:44,000 --> 00:28:47,320 that problem will exist in every role, right? 604 00:28:47,380 --> 00:28:50,880 You need to have your talent development, 605 00:28:50,940 --> 00:28:52,940 your Educational Systems at scale 606 00:28:53,040 --> 00:28:55,560 so not face to face training but at scale 607 00:28:55,620 --> 00:28:58,460 to keep people, newcomers, etc, etc 608 00:28:58,600 --> 00:29:01,520 at the right pace, so that's something to tackle 609 00:29:01,720 --> 00:29:05,060 I think Commercial Excellence is your partner there. 610 00:29:05,180 --> 00:29:06,900 So I think that's the key one. 611 00:29:06,960 --> 00:29:08,700 What I do see is 612 00:29:08,840 --> 00:29:11,820 Veeva is building Marketing Solutions 613 00:29:11,960 --> 00:29:15,200 for a marketing team that is not ready for this. 614 00:29:15,380 --> 00:29:17,000 There's a difference between 615 00:29:17,100 --> 00:29:20,880 should marketing be at the table? Yes. 616 00:29:21,000 --> 00:29:24,020 Are they ready to start working with 617 00:29:24,240 --> 00:29:28,720 dynamic segmentation, with email automation, with landing pages? 618 00:29:28,780 --> 00:29:31,160 It's just something they have not done before 619 00:29:31,270 --> 00:29:35,580 and all of a sudden a tool opens this bag of tricks for them 620 00:29:35,680 --> 00:29:37,880 which if you would go outside of pharma 621 00:29:38,440 --> 00:29:41,420 marketeers are producing website content, 622 00:29:41,500 --> 00:29:43,660 they are producing fully engagement journeys, 623 00:29:43,740 --> 00:29:46,580 they are doing dynamic segmentation, funnels, 624 00:29:46,600 --> 00:29:48,080 top, medium, low funnel. 625 00:29:48,720 --> 00:29:51,220 It's just not what is happening in pharma. 626 00:29:51,360 --> 00:29:53,460 So I think, I think 627 00:29:53,480 --> 00:29:56,560 this is groundbreaking for the role of marketeers 628 00:29:56,640 --> 00:29:59,180 and medical of course due to our industry setup 629 00:29:59,360 --> 00:30:01,960 This is groundbreaking, so the change will be 630 00:30:02,030 --> 00:30:05,720 will be there, but they're not ready this. 631 00:30:05,820 --> 00:30:07,840 This will take beyond 2025 632 00:30:08,140 --> 00:30:09,820 and I think 633 00:30:10,140 --> 00:30:13,220 when we said people that need to be around the table 634 00:30:13,320 --> 00:30:15,480 to take that decision but then I think 635 00:30:15,580 --> 00:30:18,020 there's this transition table that needs to be setup 636 00:30:18,200 --> 00:30:19,700 where I think 637 00:30:19,940 --> 00:30:22,600 which talent are you hiring by 2025? 638 00:30:22,860 --> 00:30:26,500 If in 2025 in October you post 639 00:30:26,540 --> 00:30:28,020 "we need a head of marketing" 640 00:30:28,280 --> 00:30:30,880 the role description would be very very different 641 00:30:31,180 --> 00:30:34,900 so your talent management, your talent development, 642 00:30:35,120 --> 00:30:36,960 is really gonna... 643 00:30:37,200 --> 00:30:41,120 It's gonna shift if you want to explore all the tech features 644 00:30:41,260 --> 00:30:42,760 that are out there in the near future. 645 00:30:43,100 --> 00:30:45,620 and that's five to ten years. 646 00:30:45,840 --> 00:30:49,040 And I guess, Florent, it's like if you look at your own organization 647 00:30:49,100 --> 00:30:51,780 where are your marketers coming from now? 648 00:30:52,100 --> 00:30:55,100 are they traditional? It's coming... People are coming through the field 649 00:30:55,270 --> 00:30:57,640 and have sort of moved out of field into marketing? 650 00:30:57,680 --> 00:31:00,620 or are you hiring marketers? 651 00:31:02,500 --> 00:31:06,860 Yeah so, I... I have... 652 00:31:07,000 --> 00:31:11,700 I have a deep belief in progress and in human progress 653 00:31:11,900 --> 00:31:15,720 when I see the new marketeers we are hiring 654 00:31:15,840 --> 00:31:19,500 the ones that are you know 25 to 35 years old 655 00:31:20,400 --> 00:31:23,300 they know modern marketing 656 00:31:23,560 --> 00:31:26,100 and they are frustrated 657 00:31:26,240 --> 00:31:31,220 by the dinosaur aspect of the traditional marketing of pharma 658 00:31:31,670 --> 00:31:34,940 because they can't do what they want to do 659 00:31:35,040 --> 00:31:38,700 and what they see their friends working in other industries do. 660 00:31:38,860 --> 00:31:41,800 So we need to leverage that energy 661 00:31:42,080 --> 00:31:45,440 by giving them the... what I would call 662 00:31:45,520 --> 00:31:48,580 pierre de Rosette or the the Catalyst of the transformation 663 00:31:48,700 --> 00:31:52,360 for me the Catalyst of the transformation is the customer centricity. 664 00:31:52,920 --> 00:31:54,960 If you give those marketeers 665 00:31:55,000 --> 00:31:58,500 who understand data, who understand dynamic segmentation, 666 00:31:58,840 --> 00:32:01,700 the possibility to go and explain to their boss 667 00:32:01,880 --> 00:32:05,880 that now they are segmenting, they are profiling customer 668 00:32:06,000 --> 00:32:09,860 on 250 dimensions in real time 669 00:32:10,040 --> 00:32:12,520 and that they can deliver a customer experience 670 00:32:12,640 --> 00:32:14,780 that bring your net promotor score 671 00:32:14,940 --> 00:32:17,680 from two to four and a half 672 00:32:18,040 --> 00:32:20,320 I can tell you they're going to be listened to 673 00:32:20,620 --> 00:32:23,240 and we need to create that post 674 00:32:23,360 --> 00:32:26,180 we need to create that group of people 675 00:32:26,260 --> 00:32:29,760 who are innovative enough to test things and then 676 00:32:29,840 --> 00:32:34,720 be proud of their outcome and go around and evangelize the rest of the organization. 677 00:32:35,120 --> 00:32:39,100 I do not think it can be real top down 678 00:32:39,240 --> 00:32:42,600 like we take all the senior people and we bring them in a room 679 00:32:42,660 --> 00:32:44,960 and there's a bright consultant selling them stuff 680 00:32:45,100 --> 00:32:47,620 I mean we've been operating with that model for years 681 00:32:47,630 --> 00:32:48,800 and it didn't work 682 00:32:49,180 --> 00:32:52,820 so I really believe it has to come from the roots of the organization 683 00:32:52,980 --> 00:32:53,980 from the camps 684 00:32:54,100 --> 00:32:56,340 from the sales rep themselves 685 00:32:56,440 --> 00:32:58,780 saying this is what I do in my daily life 686 00:32:58,840 --> 00:33:00,440 why would it be different? 687 00:33:00,560 --> 00:33:02,860 by the way every customer I talk to 688 00:33:02,960 --> 00:33:05,880 tells me I want to be able to get an answer by WhatsApp 689 00:33:05,980 --> 00:33:07,200 in less than five minute 690 00:33:07,300 --> 00:33:09,460 why don't we offer that service? 691 00:33:10,200 --> 00:33:13,440 and when people start to think about it, they are like "oh yeah" 692 00:33:13,520 --> 00:33:15,260 "of course technically we can do it" 693 00:33:15,600 --> 00:33:17,600 So I really I really believe that 694 00:33:17,700 --> 00:33:20,720 the change in the organization is going to come from the doers. 695 00:33:20,840 --> 00:33:23,600 It's not going to come from the long-term strategic thinkers. 696 00:33:24,000 --> 00:33:26,960 We have another question. 697 00:33:27,040 --> 00:33:30,160 Let me post it. Oh, sorry, it's not this one. 698 00:33:30,300 --> 00:33:33,160 It was this one. It says: will this lead to 699 00:33:33,240 --> 00:33:36,520 some sort of merging of the roles between sales and marketing? 700 00:33:36,600 --> 00:33:38,520 Where should the line be? 701 00:33:48,660 --> 00:33:51,360 I'll just say how we work 702 00:33:51,440 --> 00:33:53,760 in B2B in complex industries, right? 703 00:33:53,790 --> 00:33:56,620 In complex buying Industries, what normally marketing does 704 00:33:56,800 --> 00:33:59,260 they do the early stage discovery 705 00:33:59,320 --> 00:34:02,660 and at a certain point marketing hands over a customer to sales 706 00:34:02,800 --> 00:34:05,900 and they continue with that customers until they 707 00:34:06,000 --> 00:34:07,900 they buy that, and the switch is 708 00:34:08,020 --> 00:34:09,640 at a certain level 709 00:34:09,780 --> 00:34:13,660 what's the intent to buy? how ready is that customer to buy? 710 00:34:13,700 --> 00:34:14,880 is he aware of the product? 711 00:34:15,040 --> 00:34:17,720 does he know? does he show certain elements? 712 00:34:17,760 --> 00:34:19,060 does he join a webinar? 713 00:34:19,140 --> 00:34:21,740 does he have conversion points in certain content pieces? 714 00:34:21,840 --> 00:34:23,640 and that's when sales steps in. 715 00:34:23,900 --> 00:34:25,980 In pharma we work today in a different way 716 00:34:26,120 --> 00:34:29,600 basically marketing is not a marketing, they produce 717 00:34:29,700 --> 00:34:31,220 besides the brand 718 00:34:31,300 --> 00:34:34,360 they produce a strategy and they produce content for sales rep 719 00:34:34,440 --> 00:34:36,880 and I'm now putting it very black and white 720 00:34:37,000 --> 00:34:39,360 but marketing does not engage 721 00:34:39,480 --> 00:34:41,260 directly with customers today 722 00:34:41,380 --> 00:34:44,580 I so that will change but I think 723 00:34:45,440 --> 00:34:46,740 so that will change, 724 00:34:46,800 --> 00:34:49,360 so the role of the marketeer will evolve drastically, 725 00:34:49,440 --> 00:34:51,260 I think they will get a lot more hands-on 726 00:34:51,360 --> 00:34:54,240 the question is can you still do this with one brand marketeer 727 00:34:54,320 --> 00:34:56,820 in a country or does it need to be a brand marketeer 728 00:34:56,920 --> 00:34:59,220 and a marketing doer role? 729 00:34:59,260 --> 00:35:00,800 I think the last one is key 730 00:35:00,940 --> 00:35:03,120 and does a role like SFE, 731 00:35:03,420 --> 00:35:06,280 sales force effectiveness, how would that evolve in that? 732 00:35:06,340 --> 00:35:08,440 because that's a bridging role, right? 733 00:35:08,840 --> 00:35:11,620 I think both of them need to work very closely together 734 00:35:11,740 --> 00:35:13,960 and the sales will need to understand 735 00:35:14,120 --> 00:35:18,340 that somebody else also will own engagements and touch points 736 00:35:18,440 --> 00:35:20,620 that are not run by sales purely 737 00:35:21,560 --> 00:35:23,160 So I think... 738 00:35:23,340 --> 00:35:27,100 Yeah I've got a little bit different take on this one because 739 00:35:27,160 --> 00:35:30,340 what I see that this 740 00:35:30,600 --> 00:35:33,880 defining what's the optimal engagement for the customer 741 00:35:34,120 --> 00:35:36,420 is the question of portfolio and a question of 742 00:35:36,540 --> 00:35:39,000 where is your product in its life cycle? 743 00:35:39,180 --> 00:35:41,920 the more we are in Specialty Care setting, 744 00:35:42,040 --> 00:35:44,240 the more the key account manager 745 00:35:44,380 --> 00:35:47,700 becomes the orchestrator of the Omni Channel experience 746 00:35:47,840 --> 00:35:50,000 We need to upgrade those people 747 00:35:50,080 --> 00:35:51,960 so that they're able to pull in every 748 00:35:52,040 --> 00:35:53,720 single channel so they're actually 749 00:35:53,760 --> 00:35:56,160 selling but they are selling by using 750 00:35:56,240 --> 00:35:58,100 webinars, by using approved email, 751 00:35:58,200 --> 00:36:00,040 by using all this type of stuff. 752 00:36:00,180 --> 00:36:02,200 The more you are in established brands 753 00:36:02,340 --> 00:36:04,340 and toward the end of life of the product, 754 00:36:04,540 --> 00:36:06,400 the more it's unafordable 755 00:36:06,480 --> 00:36:08,180 to have camps, reps, and all that 756 00:36:08,300 --> 00:36:10,920 and then you pivot to totally digital strategy 757 00:36:11,020 --> 00:36:13,180 where in fact the marketeer 758 00:36:13,340 --> 00:36:14,860 becomes a sales guy 759 00:36:14,960 --> 00:36:18,420 the marketer because he knows the customer in the digital way 760 00:36:18,480 --> 00:36:20,400 sells directly to the customer 761 00:36:20,560 --> 00:36:23,220 and the real question for us today 762 00:36:23,440 --> 00:36:28,640 is: even should that marketeer be an in-country marketeer? 763 00:36:28,800 --> 00:36:32,980 or do we need to have a unit of above country marketeers? 764 00:36:33,080 --> 00:36:36,080 who interacts directly with the customers in the countries 765 00:36:36,180 --> 00:36:38,360 because they have more insights 766 00:36:38,460 --> 00:36:41,320 on the customer in a centralized system 767 00:36:41,380 --> 00:36:43,500 than the country can provide locally 768 00:36:43,600 --> 00:36:45,160 with their knowledge of the country. 769 00:36:45,240 --> 00:36:47,500 And that's a real debate and that you know 770 00:36:47,580 --> 00:36:49,640 Global Marketing creating Global stuff and 771 00:36:49,720 --> 00:36:51,240 cascading on local markets 772 00:36:51,280 --> 00:36:52,660 everyone knows it never worked. 773 00:36:52,880 --> 00:36:55,180 I received beautiful Global brand plans 774 00:36:55,220 --> 00:36:57,180 when I was in Japan for four years 775 00:36:57,320 --> 00:37:00,060 that were going straight to the chimney 776 00:37:00,160 --> 00:37:02,640 to warm the cold night of Japan, right? 777 00:37:02,740 --> 00:37:05,320 and because that was totally unusable 778 00:37:05,380 --> 00:37:06,980 and so I think you know maybe 779 00:37:07,110 --> 00:37:10,520 this is going to change specifically for the establishment. 780 00:37:11,000 --> 00:37:12,980 I think the remark you made on 781 00:37:13,020 --> 00:37:14,920 the different go to Market models 782 00:37:15,000 --> 00:37:16,380 key account versus life cycle 783 00:37:16,460 --> 00:37:17,780 I think it's a topic 784 00:37:17,860 --> 00:37:20,880 in Omni channel it's spot on right by the way, Florent 785 00:37:21,360 --> 00:37:23,620 because there is the full digital approach 786 00:37:23,660 --> 00:37:25,220 has come and then so I think 787 00:37:25,400 --> 00:37:27,380 the way Omni Channel kind of morphs 788 00:37:27,520 --> 00:37:28,820 depending on the product 789 00:37:28,900 --> 00:37:30,720 if you're in rare disease, if you're in specialty care 790 00:37:30,760 --> 00:37:32,000 if you're in consumer health 791 00:37:32,060 --> 00:37:33,460 that is very different 792 00:37:33,500 --> 00:37:35,760 so how you put capabilities into play 793 00:37:35,920 --> 00:37:39,500 is very very important. I fully agree with that one. 794 00:37:40,480 --> 00:37:42,820 I'm gonna go one step further 795 00:37:42,920 --> 00:37:45,760 than Floren because I think one of the challenges we have is 796 00:37:46,080 --> 00:37:48,600 we have still a very one-dimensional concept of customer. 797 00:37:48,980 --> 00:37:50,240 so when we look at 798 00:37:50,300 --> 00:37:52,060 that question of sales and marketing 799 00:37:52,080 --> 00:37:54,340 everyone immediately piles into 800 00:37:54,500 --> 00:37:56,900 if we're talking about sales, we must be talking about the reps 801 00:37:57,520 --> 00:37:59,460 and of course the Reps don't sell anything. 802 00:38:00,520 --> 00:38:02,280 There is no buyer, you know. 803 00:38:02,380 --> 00:38:04,760 The doctor, the hcp does not go out 804 00:38:04,830 --> 00:38:06,960 and you know get their credit card out 805 00:38:07,240 --> 00:38:11,220 and buy something so they are selling 806 00:38:11,310 --> 00:38:13,300 influence, they're selling knowledge and 807 00:38:13,380 --> 00:38:14,900 I have a great argument with 808 00:38:14,980 --> 00:38:17,560 people like James and others out there, 809 00:38:17,640 --> 00:38:19,260 there around that sort of that side of it. 810 00:38:19,340 --> 00:38:21,020 but one of the challenges that we have 811 00:38:21,100 --> 00:38:22,180 and to your point Philip about the 812 00:38:22,280 --> 00:38:26,320 sort of complexity of the market operate 813 00:38:26,400 --> 00:38:28,480 is that there are many customers 814 00:38:28,540 --> 00:38:30,300 and there are buying processes 815 00:38:30,380 --> 00:38:31,320 that are in play 816 00:38:31,440 --> 00:38:33,880 when you look at what the commercial team are doing 817 00:38:34,020 --> 00:38:35,240 what Market access is doing, 818 00:38:35,320 --> 00:38:37,660 what country leadership or above country 819 00:38:37,800 --> 00:38:39,920 teams are doing on 820 00:38:40,140 --> 00:38:42,900 you know, access arrangements on pricing 821 00:38:42,980 --> 00:38:45,120 on ultimately selling a product 822 00:38:45,200 --> 00:38:47,440 and making that available for patients in 823 00:38:47,540 --> 00:38:49,560 you know, that market or that institution 824 00:38:49,620 --> 00:38:51,840 and one of the challenges when you look at the sort 825 00:38:51,920 --> 00:38:54,060 of how CRM has been designed 826 00:38:54,140 --> 00:38:56,380 it's basically ignored that reality 827 00:38:56,460 --> 00:38:57,960 like a lot of commercial teams 828 00:38:58,120 --> 00:38:59,820 Correct me if I'm wrong, Florent, 829 00:38:59,880 --> 00:39:01,160 they don't need CRM 830 00:39:01,500 --> 00:39:05,320 because it's talking about the bottom of the pyramid 831 00:39:05,420 --> 00:39:07,300 it's all about hcps 832 00:39:07,440 --> 00:39:09,200 not saying that they're not important 833 00:39:09,260 --> 00:39:13,260 but there are layers of customer and decision-making above that 834 00:39:13,400 --> 00:39:15,580 which you have a whole multitude of people 835 00:39:15,720 --> 00:39:18,440 internally who are, you know, 836 00:39:18,520 --> 00:39:19,760 working together, collaborating, 837 00:39:19,820 --> 00:39:21,200 coordinating what they're doing 838 00:39:21,280 --> 00:39:24,140 because there's a a big payoff at the end of that process 839 00:39:24,280 --> 00:39:26,060 of getting, you know, that new drug 840 00:39:26,420 --> 00:39:28,780 you know, on formulary 841 00:39:28,960 --> 00:39:31,120 accessible, all of that stuff and 842 00:39:31,180 --> 00:39:34,560 obviously all of the postdecision pull through on 843 00:39:34,680 --> 00:39:36,020 on is it actually happening? 844 00:39:36,060 --> 00:39:37,200 how do we support you? 845 00:39:37,260 --> 00:39:39,900 that's right so there's a lot of selling that goes on. 846 00:39:40,110 --> 00:39:41,840 But it's happening outside 847 00:39:41,920 --> 00:39:43,640 what we define as sales and marketing 848 00:39:43,720 --> 00:39:45,400 in a lot of these conversations 849 00:39:45,480 --> 00:39:46,960 and I think when you look at 850 00:39:47,080 --> 00:39:48,400 some of this decision making 851 00:39:48,460 --> 00:39:50,400 that's going to be going on over the next... 852 00:39:50,400 --> 00:39:52,320 now and over the next couple of years 853 00:39:52,640 --> 00:39:55,480 is, you know, we've seen the size of the sales forces 854 00:39:55,580 --> 00:39:57,380 going in one direction 855 00:39:57,920 --> 00:39:59,580 so at some point you know 856 00:39:59,640 --> 00:40:01,080 a sort of singularity of 857 00:40:01,260 --> 00:40:03,180 do you even have a salesforce? 858 00:40:03,260 --> 00:40:06,880 in the classic concept of do I have a rep? 859 00:40:07,070 --> 00:40:10,320 an hcp facing field representative? 860 00:40:10,500 --> 00:40:12,600 If you do, you have to have a good reason for doing it 861 00:40:12,640 --> 00:40:14,940 if you don't, you've got a good reason for not doing it 862 00:40:15,080 --> 00:40:17,340 and that may well be because actually 863 00:40:17,480 --> 00:40:18,940 they have no impact on buying 864 00:40:19,420 --> 00:40:23,120 so when we think about defining this sort of new 865 00:40:23,300 --> 00:40:26,400 way of the new sort of CRM Paradigm 866 00:40:26,760 --> 00:40:29,300 is it more business to business? 867 00:40:29,360 --> 00:40:31,940 is it more hybrid B2C, B2B? 868 00:40:32,120 --> 00:40:35,780 If those are the kinds of conversations, which I hope, 869 00:40:35,940 --> 00:40:37,760 are happening you know at 870 00:40:37,840 --> 00:40:40,720 senior levels to say we've got to rethink 871 00:40:40,800 --> 00:40:43,640 the way we work and the way we bring 872 00:40:43,720 --> 00:40:45,360 our products to the market 873 00:40:45,460 --> 00:40:47,640 because if we don't, we're just sort of 874 00:40:47,720 --> 00:40:50,780 like circling an ever smaller opportunity 875 00:40:51,480 --> 00:40:53,460 Yeah, no, but 876 00:40:53,720 --> 00:40:55,740 that's totally totally right and 877 00:40:55,760 --> 00:40:57,980 you need to build on top of that another layer 878 00:40:58,040 --> 00:41:00,620 which is, you know, I think Stefan for instance 879 00:41:00,640 --> 00:41:02,100 is a great marketeer 880 00:41:02,180 --> 00:41:04,800 but he's a little bit the doctor woo of marketeers 881 00:41:05,000 --> 00:41:07,940 in a sense that he is interested in tech 882 00:41:08,520 --> 00:41:10,620 marketeers very often in Pharma 883 00:41:10,720 --> 00:41:12,580 are totally not interested in Tech, 884 00:41:12,640 --> 00:41:13,960 not interested in systems 885 00:41:14,180 --> 00:41:18,480 we are running about 600 Salesforce marketing Cloud campaigns 886 00:41:19,080 --> 00:41:22,180 the marketeers never log into any system 887 00:41:22,280 --> 00:41:23,160 any system 888 00:41:23,440 --> 00:41:26,800 We tried with Veeva, we tried before it with... 889 00:41:26,960 --> 00:41:31,040 They don't. They live in PowerPoint land, and Excel. 890 00:41:31,120 --> 00:41:32,700 You know, Excel. 891 00:41:32,820 --> 00:41:35,140 And I really think 892 00:41:35,200 --> 00:41:38,560 it's a big challenge if you plan to choose 893 00:41:38,660 --> 00:41:40,360 your technology solution 894 00:41:40,440 --> 00:41:44,040 thinking those guys will actively do something in the system 895 00:41:44,200 --> 00:41:48,060 you may have difficult mornings waking up 896 00:41:48,220 --> 00:41:52,680 Honestly. So I really think we need to start from 897 00:41:52,760 --> 00:41:54,220 what's the strategy? 898 00:41:54,310 --> 00:41:57,020 what's the portfolio? where are the customers? what do they want? 899 00:41:57,100 --> 00:41:59,220 and then how do we commercialize our products? 900 00:41:59,360 --> 00:42:00,660 irrespective of the people 901 00:42:00,720 --> 00:42:03,120 you can always change the people, you can always train them 902 00:42:03,180 --> 00:42:05,260 you can up skill them but that 903 00:42:05,340 --> 00:42:08,000 as Philip was saying that's going to be a multi-year journey 904 00:42:08,560 --> 00:42:09,940 Yeah and you need to rethink 905 00:42:10,020 --> 00:42:12,200 operating the same way we were 906 00:42:12,300 --> 00:42:13,680 rethinking the operating model 907 00:42:13,720 --> 00:42:15,720 in the whole conversation about centralized content 908 00:42:15,780 --> 00:42:16,980 and modular content 909 00:42:17,040 --> 00:42:19,240 this will have a similar conversation as well 910 00:42:19,400 --> 00:42:21,220 but what I do want to do is 911 00:42:21,400 --> 00:42:23,420 because we see a lot of challenges, right? 912 00:42:23,520 --> 00:42:25,820 what I do very much welcome is 913 00:42:26,060 --> 00:42:29,300 the courage that Veeva is taking to go, 914 00:42:29,440 --> 00:42:32,280 step away from "everything is about the fields" 915 00:42:32,480 --> 00:42:34,540 and that they do take on that journey 916 00:42:34,640 --> 00:42:36,440 to bring us the tools like what we see 917 00:42:36,520 --> 00:42:38,040 with Hubspot and Maretto 918 00:42:38,120 --> 00:42:39,620 happening in the other industries 919 00:42:39,720 --> 00:42:42,800 that they say we're going to open and we're going to broaden 920 00:42:42,900 --> 00:42:46,100 towards a broader engagement portfolio because 921 00:42:46,220 --> 00:42:47,780 they have been only talking about 922 00:42:47,860 --> 00:42:49,300 when they sat around Omni Channel 923 00:42:49,400 --> 00:42:51,860 and they have a few I think pulse reports 924 00:42:51,940 --> 00:42:54,200 where they say the 360 of the HCP 925 00:42:54,300 --> 00:42:56,820 and they only talk about their channels, right? 926 00:42:56,920 --> 00:42:58,860 which is rep, which is veeva engage 927 00:42:58,920 --> 00:43:02,080 so they've always had like a slice of that pizza 928 00:43:02,200 --> 00:43:03,640 what they now saying okay guys 929 00:43:03,640 --> 00:43:05,980 we're going to take that courageous step and going beyond 930 00:43:06,040 --> 00:43:07,760 I think we need to welcome this. 931 00:43:07,860 --> 00:43:09,920 Even campaign manager is not 932 00:43:10,020 --> 00:43:12,660 but know it will be a long Revolution, right? 933 00:43:12,740 --> 00:43:15,220 but it's the first time that in a company like Veeva 934 00:43:15,520 --> 00:43:17,160 they stepped away from that 935 00:43:17,200 --> 00:43:19,440 the rep is at the center of the engagement 936 00:43:19,520 --> 00:43:20,820 and in some ways it will 937 00:43:20,840 --> 00:43:22,860 but they really go beyond that piece, so I think 938 00:43:22,920 --> 00:43:24,060 it's a courageous move 939 00:43:24,160 --> 00:43:26,820 and I think it's very dynamic times 940 00:43:26,860 --> 00:43:29,160 for us to be there 941 00:43:29,200 --> 00:43:30,520 to watch this happening 942 00:43:30,600 --> 00:43:33,120 because this doesn't happen every X years, right? 943 00:43:33,260 --> 00:43:34,960 I think this is really good. 944 00:43:35,060 --> 00:43:37,560 I think my call for Veeva would also be to 945 00:43:37,880 --> 00:43:39,840 still try to reach what you just said 946 00:43:40,000 --> 00:43:43,220 to still try to reach some of those key influences in the marketing 947 00:43:43,400 --> 00:43:45,240 atmosphere to really... 948 00:43:45,380 --> 00:43:48,940 because they will need to start thinking about a change even 949 00:43:49,080 --> 00:43:51,000 because otherwise they will have a product 950 00:43:51,060 --> 00:43:52,520 which will not get the adoption 951 00:43:52,640 --> 00:43:54,360 so I think they will need to start 952 00:43:54,380 --> 00:43:57,020 together with their partners and their ecosystem 953 00:43:57,080 --> 00:44:00,160 not only saying this is the new tech which we have 954 00:44:00,280 --> 00:44:03,240 but also how would you start enabling this? 955 00:44:03,340 --> 00:44:05,720 adopting this? how does this fit with brand planning? 956 00:44:05,840 --> 00:44:06,940 because otherwise they will be 957 00:44:07,020 --> 00:44:08,120 selling licenses 958 00:44:08,240 --> 00:44:10,560 and you know what happens when Tech is not used? 959 00:44:10,640 --> 00:44:12,180 It's always the fault of the tech. 960 00:44:12,320 --> 00:44:15,020 It's never the fault of the... so I think 961 00:44:15,140 --> 00:44:17,360 Veeva will also need to 962 00:44:17,420 --> 00:44:20,000 all of a sudden activate their ecosystem 963 00:44:20,200 --> 00:44:22,240 in a whole new area I think. 964 00:44:22,420 --> 00:44:24,880 To make sure it's not implemented 965 00:44:25,070 --> 00:44:26,700 but they have an adoption Focus 966 00:44:26,800 --> 00:44:29,140 but they do, to be... 967 00:44:29,220 --> 00:44:32,120 To be fair with them I've seen more Veeva people 968 00:44:32,180 --> 00:44:36,720 in the last three months than I had seen in the previous five years 969 00:44:36,800 --> 00:44:40,600 So... And that's coming from them 970 00:44:40,700 --> 00:44:43,480 and it's all good engagement, 971 00:44:43,540 --> 00:44:46,240 and all good discussions and a lot of 972 00:44:46,350 --> 00:44:51,600 great will to collaborate with the pharma companies 973 00:44:51,720 --> 00:44:54,420 so I think they are trying to get back onto 974 00:44:54,660 --> 00:44:57,760 Ok, we are not eternal because we have decided 975 00:44:57,880 --> 00:45:01,440 to start to, you know, cut the branch on 976 00:45:01,590 --> 00:45:03,340 which we're sitting yeah 977 00:45:03,600 --> 00:45:06,640 The question is relevant, this one. Yeah 978 00:45:06,900 --> 00:45:08,580 Yes, please! 979 00:45:08,620 --> 00:45:10,400 It's a great point that. 980 00:45:10,500 --> 00:45:14,720 Yeah, because so... Most of the customers that I see 981 00:45:14,860 --> 00:45:17,480 they have a tandem Veeva Salesforce 982 00:45:17,800 --> 00:45:20,860 and they have this integration 983 00:45:20,880 --> 00:45:22,640 Now I think this 984 00:45:22,640 --> 00:45:24,000 would still work in the future 985 00:45:24,100 --> 00:45:26,060 question is how good it will work? 986 00:45:26,120 --> 00:45:29,060 because there's now a whole different conflict of interest 987 00:45:29,140 --> 00:45:30,520 I think on this level. 988 00:45:30,640 --> 00:45:34,860 but I would assume that this will still be able to work. 989 00:45:34,980 --> 00:45:37,720 So, when you say 990 00:45:37,780 --> 00:45:39,960 should I be sticking with Veeva? 991 00:45:40,040 --> 00:45:43,920 and will their automation Suite, will it be on par with Salesforce? 992 00:45:44,020 --> 00:45:45,840 Yeah, I think 993 00:45:45,880 --> 00:45:48,180 this is a very very difficult move for them to make 994 00:45:48,280 --> 00:45:50,200 because Salesforce is so far ahead 995 00:45:50,360 --> 00:45:52,440 just from Tech 996 00:45:53,120 --> 00:45:55,020 yeah just from a tech perspective, 997 00:45:55,100 --> 00:45:57,140 the current solution that we have for instance 998 00:45:57,260 --> 00:45:59,320 where you know things are integrated 999 00:45:59,360 --> 00:46:01,560 in between Salesforce on one side 1000 00:46:01,640 --> 00:46:02,940 Veeva on the other side 1001 00:46:03,040 --> 00:46:06,580 where we start to use Einstein on Salesforce 1002 00:46:06,660 --> 00:46:08,760 to push things into Veeva and all that 1003 00:46:08,880 --> 00:46:11,800 that still is totally suboptimal 1004 00:46:11,900 --> 00:46:14,200 versus having one single platform 1005 00:46:14,300 --> 00:46:17,680 where we can have our Azure data Lake, 1006 00:46:17,780 --> 00:46:20,540 where we've got our layer of artificial intelligence 1007 00:46:20,660 --> 00:46:22,220 wherever we are in the system 1008 00:46:22,260 --> 00:46:24,400 whether it's in a screen used by the rep 1009 00:46:24,540 --> 00:46:26,660 or in a campaign from a marketeer 1010 00:46:26,760 --> 00:46:29,160 the AI is going to access the same data 1011 00:46:29,260 --> 00:46:31,680 and going to produce the same type of insights 1012 00:46:31,760 --> 00:46:33,860 or next best action or whatever 1013 00:46:33,940 --> 00:46:35,340 if we have the... 1014 00:46:35,440 --> 00:46:38,660 the more we have bridges, and connections and stuff like that 1015 00:46:38,780 --> 00:46:41,820 the more complicated it is and the more expensive it will be 1016 00:46:42,500 --> 00:46:44,920 And I think all... 1017 00:46:45,000 --> 00:46:47,640 does the aspect of Salesforce CDP or the 1018 00:46:48,000 --> 00:46:50,860 I cannot judge it from a fully technical level 1019 00:46:50,920 --> 00:46:53,060 the open of Salesforce of course 1020 00:46:53,160 --> 00:46:55,060 is open up to a very different 1021 00:46:55,140 --> 00:46:57,640 levels of industry, right? I think healthcare 1022 00:46:57,720 --> 00:46:59,640 the 15% they got from 1023 00:46:59,720 --> 00:47:02,740 Veeva is only 1% of their revenue 1024 00:47:02,840 --> 00:47:05,580 so basically it's just a tiny piece 1025 00:47:05,780 --> 00:47:07,940 so Salesforce will always be 1026 00:47:08,080 --> 00:47:10,680 the faster mover because they work with different industries 1027 00:47:10,740 --> 00:47:12,540 with different higher demands 1028 00:47:12,550 --> 00:47:15,140 so that's I think another interesting angle 1029 00:47:15,240 --> 00:47:16,320 and I think then 1030 00:47:16,380 --> 00:47:18,920 I mean there's a lot of comments on Salesforce CDP 1031 00:47:19,020 --> 00:47:21,140 not actually being a CDP etc but I think 1032 00:47:21,820 --> 00:47:24,760 if you're already focusing really on Omnichannel engagement, 1033 00:47:24,800 --> 00:47:26,500 dynamic segmentation, 1034 00:47:26,600 --> 00:47:29,580 the question of CDP and really taking a step back 1035 00:47:29,640 --> 00:47:31,160 and assessing that full Suite 1036 00:47:31,260 --> 00:47:34,300 that I think becomes important as well, so it's not only 1037 00:47:34,400 --> 00:47:36,380 what about my tandem Veeva Salesforce? 1038 00:47:36,420 --> 00:47:37,640 Can I still make that work? 1039 00:47:37,700 --> 00:47:39,380 And do I need to take that decision? 1040 00:47:39,830 --> 00:47:41,680 I think the complexity is slightly bigger. 1041 00:47:41,720 --> 00:47:43,200 But it is a relevant one, 1042 00:47:43,380 --> 00:47:44,820 but they will... 1043 00:47:44,880 --> 00:47:46,080 They will... If 1044 00:47:46,180 --> 00:47:49,560 they keep hiring people who understand and know pharma 1045 00:47:49,720 --> 00:47:53,300 that one of the challenges, historical challenge of Salesforce was 1046 00:47:53,480 --> 00:47:56,220 their lack of expertise and understanding of Pharma 1047 00:47:56,440 --> 00:48:01,160 and try trying to push on us models that were working on other industries 1048 00:48:01,300 --> 00:48:03,860 that couldn't work for compliance reason or 1049 00:48:03,960 --> 00:48:06,280 for whatever kind of, you know, commercialization model 1050 00:48:06,380 --> 00:48:10,680 like having leads with dollars in my CRM 1051 00:48:10,720 --> 00:48:13,160 doesn't help me in Europe, it's even 1052 00:48:13,440 --> 00:48:16,240 preventing me from using the screen 1053 00:48:16,400 --> 00:48:18,060 so I think they are learning 1054 00:48:18,140 --> 00:48:20,380 and they're hiring a lot of people from the pharma industry 1055 00:48:20,460 --> 00:48:21,320 which is a good thing 1056 00:48:21,380 --> 00:48:22,740 The reason why you think 1057 00:48:22,800 --> 00:48:24,140 they would really 1058 00:48:24,260 --> 00:48:26,580 set up this partnership at IQVIA to say 1059 00:48:26,680 --> 00:48:29,420 we know pharma, and now we have a partner with OC 1060 00:48:29,600 --> 00:48:30,480 that kind of... 1061 00:48:30,580 --> 00:48:34,360 because it gives them that partner, that life science partner, right? 1062 00:48:34,840 --> 00:48:38,080 I think they are buying their ticket into pharma this way 1063 00:48:39,620 --> 00:48:41,400 Obviously you've seen the shift of 1064 00:48:41,460 --> 00:48:43,000 you know the essentially 1065 00:48:43,060 --> 00:48:45,340 the product engineering team for oce 1066 00:48:45,600 --> 00:48:46,520 have moved 1067 00:48:47,020 --> 00:48:51,100 so it's, you know, it's a partnership, but it's a pretty deep one 1068 00:48:51,240 --> 00:48:54,500 from that point of view, and so it gives them 1069 00:48:54,740 --> 00:48:57,840 that product, and that team behind it who have 1070 00:48:57,920 --> 00:48:59,920 I mean I know some those guys on it 1071 00:48:59,980 --> 00:49:02,860 they've been working in this space they go, you know, 1072 00:49:02,940 --> 00:49:04,860 driving all of that era 1073 00:49:04,920 --> 00:49:06,420 they've got decades of experience 1074 00:49:06,720 --> 00:49:07,660 in this place. 1075 00:49:07,860 --> 00:49:11,160 But I think one of the challenges of course is, you know, 1076 00:49:11,940 --> 00:49:14,520 business technology moves fast 1077 00:49:15,640 --> 00:49:18,260 you know and the challenge that 1078 00:49:18,280 --> 00:49:20,680 I guess, you know, when Veeva's 1079 00:49:21,350 --> 00:49:23,900 if you want to sort of look for kind of unfortunate coincidences 1080 00:49:23,960 --> 00:49:26,720 I think it was September 22 that 1081 00:49:26,880 --> 00:49:29,880 that it was announced in the investor call 1082 00:49:29,920 --> 00:49:31,920 that they're going to not going to renew 1083 00:49:32,000 --> 00:49:34,260 the partnership agreement with Salesforce 1084 00:49:34,420 --> 00:49:36,040 and kind of like 1085 00:49:36,070 --> 00:49:37,700 what was it? sort of 90 days later 1086 00:49:37,780 --> 00:49:39,660 the world is on fire with GPT 1087 00:49:39,880 --> 00:49:43,300 and you've got companies whether it's Microsoft 1088 00:49:43,340 --> 00:49:45,780 you know Amazon and Coke 1089 00:49:46,400 --> 00:49:48,940 literally spending billions of dollars 1090 00:49:49,180 --> 00:49:51,980 on server Farms, 1091 00:49:52,040 --> 00:49:54,300 on buying up every 1092 00:49:54,380 --> 00:49:56,180 Nvidia chip there is in the world 1093 00:49:56,220 --> 00:49:59,060 you know all of that side of things 1094 00:50:00,060 --> 00:50:02,960 As much as we'd like a nice cozy ecosystem, 1095 00:50:03,060 --> 00:50:04,460 you know that's just perfect 1096 00:50:04,480 --> 00:50:05,800 for our industry 1097 00:50:05,900 --> 00:50:07,360 it's a big world out there 1098 00:50:07,460 --> 00:50:09,640 and we can't afford to be myopic 1099 00:50:09,800 --> 00:50:14,800 and there is a real tendency to have this kind of very inward inward focus 1100 00:50:14,880 --> 00:50:18,040 of let's just do the stuff that's just right for us 1101 00:50:18,080 --> 00:50:21,000 and somebody will choose something else 1102 00:50:21,120 --> 00:50:22,700 let's move them faster 1103 00:50:22,840 --> 00:50:25,540 you know change quicker, be more agile, 1104 00:50:25,620 --> 00:50:28,480 be a better commercial organization 1105 00:50:28,740 --> 00:50:31,120 and it will come back to haunt people 1106 00:50:31,240 --> 00:50:33,240 that you know they've made decisions on 1107 00:50:33,300 --> 00:50:36,500 on purely, on what was the rear view mirror 1108 00:50:36,780 --> 00:50:39,020 all I'm doing is looking at what was behind me, 1109 00:50:39,070 --> 00:50:40,520 and I'm not seeing what's coming. 1110 00:50:41,320 --> 00:50:43,040 So this is going to be, you know, 1111 00:50:43,080 --> 00:50:44,880 and we've seen in terms of those sort of 1112 00:50:44,960 --> 00:50:46,820 like announcements that have going on obviously 1113 00:50:46,900 --> 00:50:48,800 Salesforce are throwing everything 1114 00:50:48,860 --> 00:50:50,680 at Einstein you know 1115 00:50:50,760 --> 00:50:53,000 they've rebranded the product, you know: Einstein One 1116 00:50:53,060 --> 00:50:55,880 It is the new 1117 00:50:56,020 --> 00:50:58,660 sales force brand of the unified 1118 00:50:58,740 --> 00:51:01,480 solution data Cloud Einstein GPT 1119 00:51:01,580 --> 00:51:03,440 all of the different Cloud Solutions 1120 00:51:03,580 --> 00:51:06,100 but it kind of masks the fact but it's still separate solutions 1121 00:51:06,560 --> 00:51:09,300 Salesforce is a multicloud model 1122 00:51:09,460 --> 00:51:11,640 you know because 1123 00:51:11,720 --> 00:51:14,580 marketing is a separate Cloud environment to sales to service 1124 00:51:14,940 --> 00:51:16,740 and that has implications 1125 00:51:16,820 --> 00:51:19,240 to Florent's point on 1126 00:51:19,440 --> 00:51:22,260 you still got integration, even if those are 1127 00:51:22,400 --> 00:51:24,260 managed by the vendor 1128 00:51:25,280 --> 00:51:26,800 it's still separate systems 1129 00:51:28,120 --> 00:51:30,320 and these are those sort of big waves 1130 00:51:30,360 --> 00:51:32,280 of investment and 1131 00:51:32,420 --> 00:51:34,440 technology development 1132 00:51:34,600 --> 00:51:36,380 that take years to come to fruition, 1133 00:51:36,420 --> 00:51:38,160 you can't just do it in five minutes 1134 00:51:38,320 --> 00:51:40,540 and this is you know I think, I guess 1135 00:51:40,580 --> 00:51:43,780 where you sort of have the technology side 1136 00:51:43,840 --> 00:51:45,980 going sort of clashing heads with 1137 00:51:46,140 --> 00:51:49,220 maybe the people who are kind of like comfortable with Asis 1138 00:51:49,300 --> 00:51:51,380 but the Asis isn't going to work any longer 1139 00:51:51,420 --> 00:51:53,380 if you haven't got an army of reps 1140 00:51:53,780 --> 00:51:56,620 you don't need a CRM system that is designed 1141 00:51:56,680 --> 00:51:58,540 around armies of reps. 1142 00:51:58,960 --> 00:52:03,040 and we kind of... there's a lot of thinking still going on 1143 00:52:03,100 --> 00:52:05,400 but you do have people and companies 1144 00:52:05,520 --> 00:52:08,020 who are saying "Ok, I can see what's coming" 1145 00:52:09,520 --> 00:52:13,200 Effectively what we see is the application today 1146 00:52:13,260 --> 00:52:15,500 isn't going to exist in 3 or 5 years time. 1147 00:52:15,760 --> 00:52:18,620 It will be a generative 1148 00:52:18,960 --> 00:52:20,740 ask the question, get the answer 1149 00:52:20,820 --> 00:52:22,900 what do you want to automate? what do you want to achieve? 1150 00:52:23,120 --> 00:52:26,440 that generates the process, that generates the application 1151 00:52:26,720 --> 00:52:28,040 You've got the data. 1152 00:52:28,100 --> 00:52:31,160 it's like it's a whole different paradigm of working with technology 1153 00:52:32,220 --> 00:52:33,760 that just sort of like leads to 1154 00:52:33,840 --> 00:52:36,720 where we are today with our sort of mega rep 1155 00:52:36,960 --> 00:52:38,840 that sort of tries to do everything 1156 00:52:38,920 --> 00:52:40,380 and it gets a bit top heavy 1157 00:52:40,520 --> 00:52:43,220 you know looking pretty archaic 1158 00:52:44,040 --> 00:52:45,620 and that's part of you know 1159 00:52:45,680 --> 00:52:48,760 is these are some... Look at how Gartner talks about this 1160 00:52:48,840 --> 00:52:50,540 they're saying some of those big 1161 00:52:50,820 --> 00:52:53,440 themes of technology driven change 1162 00:52:53,780 --> 00:52:56,280 it's like that has to sort of coexist with 1163 00:52:56,360 --> 00:52:57,860 what the business is trying to achieve 1164 00:52:57,920 --> 00:53:00,080 but on the customer side, 1165 00:53:00,120 --> 00:53:01,480 they're changing too 1166 00:53:01,560 --> 00:53:03,540 they're taking full advantage of 1167 00:53:03,620 --> 00:53:06,160 digitalization in healthare, they're investing 1168 00:53:06,260 --> 00:53:09,680 heavily in AI to improve 1169 00:53:09,820 --> 00:53:12,200 diagnosis, to improve drug selection 1170 00:53:13,100 --> 00:53:16,260 it's not going to be down to who had the nicest sales 1171 00:53:16,460 --> 00:53:18,940 as to what my prescribing decision would be 1172 00:53:19,040 --> 00:53:21,180 it's been taken out of the hands of the HCP 1173 00:53:21,280 --> 00:53:24,400 in many situations, so that changes the nature of 1174 00:53:24,640 --> 00:53:28,040 of what is our Market, what is our commercial process, 1175 00:53:28,440 --> 00:53:30,700 which makes this you know 1176 00:53:30,830 --> 00:53:32,620 parts of the kind of CRM conversation 1177 00:53:32,680 --> 00:53:34,380 feel a bit kind of like quaint 1178 00:53:36,000 --> 00:53:37,620 Guys, we have a question. 1179 00:53:37,700 --> 00:53:39,880 We have a comment and then we have a question. 1180 00:53:39,940 --> 00:53:42,620 So I'm going to put it here so everyone can see it. 1181 00:53:43,080 --> 00:53:44,860 The question is 1182 00:53:45,000 --> 00:53:47,020 from John it says manufacturers are 1183 00:53:47,070 --> 00:53:48,980 challenged with hiring the kind of 1184 00:53:49,000 --> 00:53:51,320 technical expertise being discussed, 1185 00:53:51,500 --> 00:53:54,200 How are Veeva, Salesforce, and Exeevo doing with 1186 00:53:54,280 --> 00:53:56,680 stuffing up to address this transition? 1187 00:53:57,070 --> 00:53:59,320 going to be a lot of work on both sides 1188 00:53:59,350 --> 00:54:03,240 whether stay with Veeva, or move to SF, or Exeevo. 1189 00:54:03,700 --> 00:54:06,600 Were you, John, were you listening to our conversation before the call? 1190 00:54:06,660 --> 00:54:08,380 Because this is exactly what we were talking about 1191 00:54:08,480 --> 00:54:12,280 Hahaha yeah, maybe he was and we didn't know 1192 00:54:19,220 --> 00:54:23,000 But I think you can answer how you do it 1193 00:54:23,080 --> 00:54:24,840 but it's clear. 1194 00:54:24,920 --> 00:54:28,440 It's clear that it's going to be a challenge for everyone. 1195 00:54:28,700 --> 00:54:32,120 Internally, for the companies as well 1196 00:54:32,300 --> 00:54:34,960 because we don't have you know as a pharma company 1197 00:54:35,040 --> 00:54:37,580 we don't have a lot of expertise on Veeva 1198 00:54:37,640 --> 00:54:39,160 Salesforce or Exeevo 1199 00:54:39,200 --> 00:54:42,380 we have expertise on what is the business process 1200 00:54:42,420 --> 00:54:44,480 that need to be supported by the system 1201 00:54:44,600 --> 00:54:47,740 and who needs to see which data to take what decisions 1202 00:54:47,960 --> 00:54:49,180 and then from there 1203 00:54:49,240 --> 00:54:50,600 when it goes to tech 1204 00:54:50,700 --> 00:54:54,440 we rely on the Accenture, the cognizant, you know 1205 00:54:54,580 --> 00:54:57,920 Accurance and other companies of the world 1206 00:54:58,020 --> 00:55:00,460 to help us run this business 1207 00:55:00,880 --> 00:55:03,260 because everything is in the cloud, 1208 00:55:03,280 --> 00:55:04,520 nothing is on premise. 1209 00:55:04,620 --> 00:55:06,760 The role of our own IT teams 1210 00:55:06,840 --> 00:55:10,260 in that space is generally limited to vendor management 1211 00:55:10,520 --> 00:55:14,560 so we are not going to be the one doing the heavy lifting 1212 00:55:14,600 --> 00:55:15,640 of the migration 1213 00:55:15,830 --> 00:55:17,840 we're going to pay people for that 1214 00:55:18,000 --> 00:55:20,720 so it's interesting to see what will be the offering 1215 00:55:20,780 --> 00:55:21,980 on the vendor side 1216 00:55:22,040 --> 00:55:23,720 Veeva, Salesforce and Exeevo 1217 00:55:23,780 --> 00:55:26,520 in terms of okay we are going to carry you 1218 00:55:26,580 --> 00:55:28,540 half way through the bridge. 1219 00:55:30,880 --> 00:55:32,600 Yeah, or you know 1220 00:55:32,740 --> 00:55:38,000 and you've got to you know pay the piper. 1221 00:55:40,240 --> 00:55:42,560 And it's I think there's a lot... 1222 00:55:42,620 --> 00:55:44,960 and it's a whole other area 1223 00:55:45,120 --> 00:55:46,600 where we see 1224 00:55:46,830 --> 00:55:49,340 technology playing you know a huge role 1225 00:55:49,380 --> 00:55:52,320 in automating things which had previously been 1226 00:55:52,440 --> 00:55:53,880 basically pretty manual 1227 00:55:54,030 --> 00:55:56,040 If you think about... If you talk to you 1228 00:55:56,080 --> 00:55:57,480 people on the AI side 1229 00:55:57,620 --> 00:56:00,140 who do system integrations work 1230 00:56:00,220 --> 00:56:02,020 and deployments and things like that 1231 00:56:02,110 --> 00:56:04,100 data migration, data mapping 1232 00:56:04,120 --> 00:56:06,800 was a big task 1233 00:56:07,040 --> 00:56:10,160 and a lot of that was sort of... it took months 1234 00:56:10,180 --> 00:56:11,740 to often do the data load 1235 00:56:11,960 --> 00:56:15,920 to get data ready, to bring it from an old system to a new one, 1236 00:56:16,160 --> 00:56:17,680 and it was you know 1237 00:56:17,740 --> 00:56:19,220 very painful for everybody because 1238 00:56:19,320 --> 00:56:21,160 you're kind of trying to run the business at the same time. 1239 00:56:22,240 --> 00:56:25,340 but not surprisingly, you know that doesn't stand still either. 1240 00:56:25,420 --> 00:56:27,920 So you've got a whole raft of 1241 00:56:28,400 --> 00:56:30,820 of companies who specialize in 1242 00:56:30,940 --> 00:56:33,280 the tools to aid migration whether it's 1243 00:56:33,380 --> 00:56:35,020 Salesforce to Salesforce 1244 00:56:35,100 --> 00:56:37,040 which in effectively that's what you do, 1245 00:56:37,200 --> 00:56:39,080 what you're talking about doing 1246 00:56:39,100 --> 00:56:40,760 if you're going to say I'm on Veeva today 1247 00:56:40,830 --> 00:56:42,460 and I'm going to move across to 1248 00:56:42,580 --> 00:56:44,920 different Salesforce based platform 1249 00:56:45,000 --> 00:56:47,080 it's a Salesforce to Salesforce migration 1250 00:56:48,160 --> 00:56:50,720 Salesforce to Vault 1251 00:56:50,780 --> 00:56:52,360 different migration question. 1252 00:56:52,440 --> 00:56:54,380 Salesforce to Microsoft 1253 00:56:54,460 --> 00:56:57,240 that's what we build on at Exeevo 1254 00:56:57,500 --> 00:57:01,200 Those tools exist, people like Sonata systems 1255 00:57:01,260 --> 00:57:02,560 they're kind of big in this area 1256 00:57:02,640 --> 00:57:04,700 where they're building those automation tools 1257 00:57:04,780 --> 00:57:06,200 to basically go out and look at 1258 00:57:06,240 --> 00:57:09,120 the data model that you have in your current system 1259 00:57:09,360 --> 00:57:11,880 analyze the data model it's going to go into 1260 00:57:11,980 --> 00:57:14,860 and work out and to how to 1261 00:57:14,880 --> 00:57:16,240 automate that migration 1262 00:57:16,300 --> 00:57:17,560 but to Florent's point 1263 00:57:17,660 --> 00:57:19,860 that doesn't say anything about the business processes 1264 00:57:19,920 --> 00:57:22,780 and of course when you look at the CRM tools today 1265 00:57:22,840 --> 00:57:24,360 often they're just forms 1266 00:57:24,520 --> 00:57:27,080 there's actually very little process 1267 00:57:27,580 --> 00:57:29,040 in the system 1268 00:57:29,180 --> 00:57:31,340 because there's not very much worklflow 1269 00:57:31,480 --> 00:57:33,220 and where it is it's 1270 00:57:33,300 --> 00:57:35,880 probably pretty much linked to approvals and things like that 1271 00:57:36,000 --> 00:57:38,140 so often what you just have 1272 00:57:38,180 --> 00:57:40,680 is forms and forms and forms, tables full of data 1273 00:57:40,700 --> 00:57:42,380 and then you've got a sales process 1274 00:57:42,400 --> 00:57:44,620 or a customer process over the top 1275 00:57:44,780 --> 00:57:46,820 and unless that customer process 1276 00:57:46,880 --> 00:57:49,240 is properly documented 1277 00:57:49,460 --> 00:57:53,360 it's going to stay still, it'll be the same process in the new system 1278 00:57:53,480 --> 00:57:56,800 so there's no kind of renewal or innovation there 1279 00:57:56,940 --> 00:57:59,900 or gets lost in the process 1280 00:58:00,000 --> 00:58:01,420 and you get have some pretty unhappy people 1281 00:58:01,480 --> 00:58:03,000 when it comes to switching it on 1282 00:58:05,620 --> 00:58:08,680 And there's a lot, there's a whole debate 1283 00:58:08,780 --> 00:58:09,940 on the price and the cost 1284 00:58:10,040 --> 00:58:11,200 of all that migration 1285 00:58:11,260 --> 00:58:14,320 I think there's a lot of comments around the cost. 1286 00:58:14,480 --> 00:58:17,400 and it's true I mean we have no clue how much is going to cost 1287 00:58:17,520 --> 00:58:20,340 Today, the one thing I know is that 1288 00:58:20,620 --> 00:58:21,980 it's not sexy 1289 00:58:22,440 --> 00:58:25,320 I mean if you go to a CFO or CEO 1290 00:58:25,380 --> 00:58:28,440 you tell him: you know what? I need $5 million 1291 00:58:28,540 --> 00:58:32,060 to change the Veeva system that we implemented five years ago 1292 00:58:32,560 --> 00:58:34,000 it's going to be: are you nuts? 1293 00:58:34,100 --> 00:58:36,820 you know why? you didn't even say AI 1294 00:58:36,860 --> 00:58:40,160 why would I give you any money if you don't bring AI 1295 00:58:40,260 --> 00:58:42,900 to my company? and it's just like right now 1296 00:58:43,020 --> 00:58:45,640 most of the companies are very busy 1297 00:58:45,780 --> 00:58:48,520 launching products and you know 1298 00:58:48,680 --> 00:58:50,760 investing in new technology and stuff 1299 00:58:50,830 --> 00:58:54,360 and you come with an old problem. The CRM? Really? 1300 00:58:54,420 --> 00:58:55,640 I thought it was fixed. 1301 00:58:57,550 --> 00:58:59,420 So getting the right level of investment 1302 00:58:59,440 --> 00:59:00,940 is going to be a challenge. 1303 00:59:04,260 --> 00:59:08,520 Okay guys we are one minute away 1304 00:59:08,560 --> 00:59:12,060 so to have an hour of the conversation 1305 00:59:12,160 --> 00:59:14,060 I don't know if you guys wan to 1306 00:59:14,220 --> 00:59:17,040 if the attendees have any more questions or... 1307 00:59:17,800 --> 00:59:20,220 we can leave it with a cliffhanger 1308 00:59:20,300 --> 00:59:21,500 and we will see on 1309 00:59:21,580 --> 00:59:23,740 the second part of this incredible talk show 1310 00:59:23,840 --> 00:59:28,180 So I'm um up to what you guys want to do. 1311 00:59:28,820 --> 00:59:30,400 I think we... 1312 00:59:30,540 --> 00:59:32,440 we should launch a survey 1313 00:59:32,520 --> 00:59:35,060 for all the people who attended need the webinar 1314 00:59:35,100 --> 00:59:37,920 to know where they would put their money, you know what? 1315 00:59:38,110 --> 00:59:41,800 Everyone can put two euros, 5 pounds or something 1316 00:59:41,920 --> 00:59:43,920 and we give the money to a charity 1317 00:59:44,020 --> 00:59:46,280 when at the end we know who's going to win. 1318 00:59:46,380 --> 00:59:48,520 hahaha all right I love your strategy. 1319 00:59:48,600 --> 00:59:50,540 You've got such confidence in the UK economy. 1320 00:59:50,680 --> 00:59:52,740 haha okay 1321 00:59:52,860 --> 00:59:56,360 hey guys but I think it's because there's a lot of things 1322 00:59:56,550 --> 00:59:59,350 some of the topics like we always talk about the change for pharma 1323 00:59:59,420 --> 01:00:00,840 companies, there's a massive change 1324 01:00:00,920 --> 01:00:03,240 coming for medcom, for communications agencies, 1325 01:00:03,360 --> 01:00:04,980 content agencies as well 1326 01:00:05,240 --> 01:00:07,580 but I think September dreamforce I think 1327 01:00:07,680 --> 01:00:10,600 coming back with this group in September discussing 1328 01:00:10,660 --> 01:00:12,860 I'll be doing 1329 01:00:12,980 --> 01:00:14,940 trying to get the Veeva Summit as well 1330 01:00:15,080 --> 01:00:16,860 they're not really keen on 1331 01:00:16,960 --> 01:00:19,680 letting everybody in, they're pretty selective but I think 1332 01:00:20,160 --> 01:00:22,140 I think those will be two key events 1333 01:00:22,240 --> 01:00:25,940 for this team also to follow up and keep that conversation going as well. 1334 01:00:26,640 --> 01:00:27,860 Yes, I agree. 1335 01:00:28,020 --> 01:00:32,120 well they can all invite us and then we can discuss about what happened over there 1336 01:00:32,200 --> 01:00:34,460 So it's a win-win situation haha 1337 01:00:34,600 --> 01:00:35,920 If they invite us haha 1338 01:00:36,120 --> 01:00:39,920 We could do a podcast from San Francisco and from Madrid 1339 01:00:40,260 --> 01:00:43,140 I'm always up for that, you know what? 1340 01:00:43,260 --> 01:00:44,860 Stef, you heard that 1341 01:00:44,960 --> 01:00:47,600 so I need to travel to San Francisco 1342 01:00:47,660 --> 01:00:50,360 and then Madrid I'll let you know 1343 01:00:50,400 --> 01:00:53,140 We'll sit on the pavement outside, how about that? 1344 01:00:53,300 --> 01:00:55,440 Yeah okay haha 1345 01:00:55,560 --> 01:00:58,520 Ok, the, so you have heard. 1346 01:00:58,660 --> 01:01:02,580 we are going to have a second part of this incredible talk show 1347 01:01:02,700 --> 01:01:05,300 on September, maybe September, end of September 1348 01:01:05,560 --> 01:01:08,160 so be aware, 1349 01:01:08,280 --> 01:01:11,860 keep an eye on our posts so you can know when 1350 01:01:11,980 --> 01:01:13,800 and we will see you then 1351 01:01:13,920 --> 01:01:18,700 I would like to thank our incredible speakers for being here, thank you so much. 1352 01:01:18,920 --> 01:01:23,000 Our attendees, this would not be possible without you 1353 01:01:23,100 --> 01:01:24,680 So thank you again. 1354 01:01:24,880 --> 01:01:27,980 and I will see you all on our next 1355 01:01:28,160 --> 01:01:29,320 Pharma Insights. 1356 01:01:29,660 --> 01:01:32,380 So thanks everyone! 1357 01:01:32,380 --> 01:01:34,380 Thank you! Bye bye! 1358 01:01:34,380 --> 01:01:36,380 Bye!