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Life Sciences > Structured Product Messaging

Structured Product Messaging

Structured product messaging (SPM) refers to the repurposed personalized content delivery (PCD) record types (Messaging Plan, Messaging Plan Item, Messaging Plan Item Relations, and Message Response) that an administrator sets up to enable pharmaceutical sales representatives to manage their sales call objectives. An administrator repurposes the PCD record types by defining dynamic page layouts for these records. By appropriately selecting the Type picklist field for a PCD record, a user can dynamically change the page layout corresponding to the PCD record that is being used in Oracle CRM On Demand. For example, selecting Type with a value of Call Objective changes the page layout for a Messaging Plan Item to a Call Objective page layout.

The SPM page layouts that correspond to the PCD record types are as follows: Call Objective Plan (for Messaging Plan), Call Objective (for Messaging Plan Item), Next Call Objective (for Messaging Plan Item Relations), and Outcome (for Message Response). Typically, a sales representative uses a call objective plan to record call objectives, next call objectives, and outcomes for sales calls associated with a product, for example, a drug.

If you are using the default PCD record types to manage electronic detailing presentations, then see Personalized Content Delivery. In addition, to capture product detailing information during calls, using the default layouts, see Linking Product Detailed Information to Calls.

The SPM page layouts corresponding to the PCD record types are described as follows:

• A call objective plan, which is based on the Messaging Plan record type, is a plan that packages the sales team’s call objectives, next call objectives, and outcomes. The call objective plan is defined by an administrator and follows an approval path for the standard selections. The call objective plan contains the predefined metadata that the sales representative selects during a product detailing session within the context of a call (Account, Contact, or Attendee Call).
• A call objective, which is based on the Messaging Plan Item record type, is a predefined set of values that explain the purpose and goal of the visit when describing a particular product.
• A next call objective, which is based on the Messaging Plan Item Relations record type, is a predefined set of values that describe the goal and purpose of the follow-up visits and relates to a particular product.
• An outcome, which is based on the Message Response record type, is a predefined set of values that are approved for use by the administrator to report the response of the customer to the detailing session about the product.

Example of a Call Objective Plan

Consider a call objective plan defined for the product, Drug Z. The sales team might have a number of call objectives when they discuss Drug Z with customers, such as the following:

• Call Objective 1. Launch the Drug Z product.
• Call Objective 2. Introduce the benefits of Drug Z.
• Call Objective 3. Discuss the safe use of Drug Z.
• Call Objective 4. Describe the potential side effects of Drug Z.

The next call objectives might include the following:

• Next Call Objective 1. Describe the dosages of Drug Z.
• Next Call Objective 2. Review the pricing of Drug Z.
• Next Call Objective 3. Improve the relationship with the physician by providing samples of Drug Z.

The outcomes that describe the detailing session responses might be as follows:

• Outcome 1. Positive response.
• Outcome 2. Negative response.
• Outcome 3. The physician has additional questions.
• Outcome 4. A follow-up visit is required.
• Outcome 5. A follow-up visit is not required.

All of the SPM records in this example relate to the call objective plan that has been defined for the product, Drug Z. The sales representative picks the appropriate items at the time of the call in the Product Detailed related item section in the Call Detail page.

NOTE: To use SPM record types, your administrator must set up dynamic page layouts for the SPM and PCD record types. Selecting an SPM type can result in a different page layout from the default page layout for PCD records if your administrator has set up dynamic page layouts for this record type. For example, selecting a Call Objective type can result in a Call Objective page layout if it is set up by your administrator. For more information about setting up dynamic page layouts for this record type, see Specifying Dynamic Page Layouts and also see the topics about page layouts in Configuration Guide for Oracle CRM On Demand Life Sciences Edition.

For more information about managing call objectives, see the following topics:

• Selecting the Structured Product Messaging Page Layouts
• Associating Call Objectives, Next Call Objectives, and Outcomes to Products Detailed in a Sales Call
• Selecting the Primary Call Objective, Primary Next Call Objective, or Primary Outcome for a Detailed Product

For information on how Structured Product Messaging records might be used with product indications, see Example of Using Structured Product Messaging Records and Product Indications.

NOTE: Company administrators can customize Oracle CRM On Demand in a variety of ways, such as changing the names for record types, fields, and options in lists. So, the information you see might differ from the standard information described in the online help.

Also, depending on the access level that you have, you might not be able to perform all procedures described in the preceding list.