Head of Client Services, Nicola Burns, describes Pharmaspectra’s User Engagement Program and its tailored approach to helping clients achieve their goals.
“Pharmaspectra is known for its world-leading scientific data. We’re confident that we deliver the most accurate KOL identification and profiling, and that our Medical Affairs impact measurement solution – Share of Scientific Voice™ – provides an objective, data-driven metric. This enables our clients to transform their strategies and optimize impact.
With a vast and unmatched data set, and a platform that’s home to fast, intuitive, user-friendly solutions that make the data easy to understand and apply to a strategy, what exactly is the role of our Client Services team?
I like to give the banking analogy. There are some people who pro-actively use online banking or their banking app to review and understand their financial situation. There are others who prefer to go into a physical bank and talk to someone. There are even those who don’t do either and prefer to be alerted if they’re about to spend their overdraft! The bank understands individual user behavior and tailors its services accordingly. We have the same philosophy at Pharmaspectra.
From our 18 years of experience, it is evident that irrespective of the strength of our data and ease-of-use of our solutions, individual users will always engage with them in their own unique way. So, there can be no ‘one-size-fits-all’ approach to the support we provide.
Our job is to ensure that our clients get the most out of the existing investment and can leverage our valuable data to its full potential.
Our unique User Engagement Program
We know that each client has their own preferences for accessing and using our data. Many are pro-active and log in to the Pharmaspectra Platform directly. Others prefer to receive regular alerts providing key information and updates, reaching out to our Customer Success Support (CSS) team only as and when they need help. The final group choose a more curated or guided approach, working directly with our CSS team to source the scientific information they need.
We created our User Engagement Program to be flexible and adaptable in recognition of these different needs, so that all users can optimize our world-leading scientific data.
After fully establishing our clients’ goals, we personalize the platform for each user, set up relevant notifications and offer comprehensive training to our platform users. Working with the client leadership we provide detailed reports to show how their teams are using the data. We can even support with planning for medical congresses and ad board member selection.
Project variety – medical experts and scientific data at their fingertips.
One of the most satisfying aspects of their role for our busy Client Services team is the sheer variety of projects they’re involved in and consequently the type of support they provide. For example, we recently received a request from a busy Medical Affairs Director of a large, global pharma company that is planning an advisory board focused on the role of iron in anemia-related chronic kidney disease.
Together with our incredibly knowledgeable VP of Medical Affairs, Joseph Laudano, we set up a call to gain more information on the client’s goals and objectives and to hear a little more about their idea of who a strong candidate for an ad board would be.
Going forward, we will interpret their parameters into a number of searches, configure the platform and set it up on their account for them so that when they log in it is right there at their fingertips, or we can share a report or read-out that they can work from. We will also provide them with data-driven suggestions of the top experts who have generated a lot of relevant science in their TA, based on their past body of work.
Office hours open forum
Another recent project example is a large-sized pharmaceutical company headquartered in Europe. This company is very proactive, and logs in frequently to interact with our data. They’ve also set up notifications and alerts to keep them up-to-date with the latest goings on in the TA of cancer immunotherapy.
Each month, we make ourselves available for office hours for their global oncology team. This is a standing invite to an open forum where people – who might include anyone from scientific communications staff to the medical information team or MSLs – can show up and ask us questions, and as proactive users they always come armed with a wide variety of queries. This might be a simple technical question – such as how to reset a password – or some refresher training specific to their own unique needs that our database can help them with. Or, it could be related to usage, such as how to use a search function to find people from the Mayo clinic, or find mentions of a competitor’s product. Perhaps they want more info on the SWOG Cancer Research Network, or to see people affiliated with cancer networks. Either way, those sessions are completely flexible to each client’s specific needs at the time.
The “set and forget” approach
Another typical project for the Client Services team is assisting a medium-sized pharmaceutical company which, in this real-life case, has a focus on neurology. This client, along with most users on our platform, benefits from alerts; they don’t have to log in every day and search for new information, they just use the “set and forget” approach (or rather, ‘set, and be able to focus on other aspects of your role, safe in the knowledge you’ll never miss an important scientific update’ approach).
We help them with the ‘heavy lifting’ of the data, so all of the information essential to them achieving their medical strategy and scientific imperatives is at their fingertips. For example, each week their Parkinson’s team gets notified whenever any new science is generated or relevant mention made, whether related to a product, a competitor or a key topic of interest in their TA by way of a “my territory” alert. The MSLs can find out the whos, the whens, and the whats, so that their time is freed up for planning and engagement instead of logging in and searching for information.
Their Head of MSLs recently informed us that their MS field team will soon be attending an event in their specialty, CMSC for MS, and they wanted our help with pre-congress support and planning. We scheduled a live session with the whole team including the MSLs who are going to the conference, so we could share all the critical information we pulled out for them that directly correlates to a successful outcome of the congress. This report will help them plan successfully so they can be prepared for the event — they know who is going to attend, and what they will be talking about.
Establishing long-term partnerships
One of the most rewarding parts of our work in Client Services is supporting our clients in whichever way works best for them, and ensuring they are getting the most out of our data.
Ultimately, it’s our role to make our clients’ lives easier by presenting them with the data that they need so that they can be more prepared, confident, and effective in their roles. We help them optimize their data usage and insights, saving them time and improving their efficiency, productivity and impact. There can be no ‘one-size-fits-all’ approach, and that’s just how we like it.”
“I am grateful to the Pharmaspectra team for their impressive overview of current and relevant information.
Thanks to their proactive conference support, I was able to identify some interesting contributions at diabetes congresses by German KOLs who were not previously known to me.”
Dr. Mussa Arvani,
Head of Medical Science Liaison, Sanofi