CRM data finally being put to good use in healthcare
Consortium and data intelligence in healthcare: starting from the healthcare professional
Our environment is saturated with messages, channels and solicitations, while healthcare professionals expect interactions that are targeted, useful and respectful of their time.
Yet most laboratories have only a partial understanding of these behaviors: their own CRM, their own actions, their own biases.
yTI (ysura Trusted Insights), a data consortium, was born of a simple observation
Only a shared, transparent and collaborative data model can reconstruct a reliable vision of the field.
Digital Pharma Lab is the partner of this initiative in France, with a clear role: to support laboratories in integrating and exploiting scores to maximize their marketing and sales impact.
yTI's HCP scores and reliable benchmarks
yTI is based on a simple principle: to pool CRM data between laboratories, within a secure and sovereign framework, in order to better understand the behavior and preferences of healthcare professionals.
This pooling is made possible by a Trusted Third Party (TTP).
Data consortium with yTI: a win-win process
Each laboratory :
- retains the exclusivity of its results in an isolated environment
- does not share any personal data with others
- benefits from independent analyses of proprietary CRM systems (Salesforce, Veeva, etc.) to compare its performance with that of the market, in complete neutrality.
Based on standardized data, yTI produces :
- sector benchmarks (by channel, specialty, or HCP profile)
- and up to 16 scores per HCP: frequency of visit, e-mail affinity, event potential, digital propensity, consent status...
These deliverables are updated monthly and can be integrated into a secure dashboard or directly into the laboratory's CRM.
Thanks to this approach, laboratories can fine-tune their omnichannel marketing and engagement strategies to better adapt their actions to HCPs' actual preferences.
They gain in operational efficiency, while benchmarking their performance against the market in a strictly confidential setting.
Concrete examples of use
Member laboratories use yTI to :
Target their actions more precisely
by cross-referencing the channel preferences of each HCP (face-to-face, digital, event), some teams redefine their interaction priorities as soon as a new indication is launched.
Optimize their email campaigns
thanks to the e-mail affinity score, they can identify the content that generates the most engagement and adjust their strategy in real time (A/B testing, frequency, personalization).
Supporting field teams
personalized suggestions are generated for Key Account Managers, based on the visit potential or event behavior of each HCP.
The yTI community: a sovereign and committed collective
yTI is more than just a data solution. It's an active community of laboratories working together to develop the service, share practices and strengthen the use of data for omnichannel engagement.
Governance is collective, structured around several working bodies:
- the Business Group, which brings together CRM, marketing and digital managers to define strategic priorities
- the Data Science Circle, dedicated to the continuous improvement of algorithms and the creation of new scores
- regular workshops, for peer-to-peer exchanges on uses, case studies and activation levers
- a Steering Committee, to validate major orientations.
Each laboratory plays an active role in this dynamic. Decisions are taken collectively, reports are shared transparently, and everyone can propose concrete changes according to their needs.
This approach fosters better adoption of the scores internally, increased collective skills, and a shared vision of the challenges of HCPs commitment within a network of committed laboratories.