With less than half of HCPs now accessible,
coordinated engagement across sales, marketing, and medical makes
the most of limited time
BARCELONA, Spain, May 23, 2024 /PRNewswire/ -- Veeva Systems (NYSE:
VEEV) today unveiled the latest findings from its Veeva Pulse
Field Trends Report. The analysis finds that healthcare
professional (HCP) access has returned to its pre-pandemic state.
Today, 45% of HCPs are accessible to biopharmas compared to 60%
eighteen months ago, with half restricting engagement to three or
fewer companies.
Despite access challenges, some field teams are extending HCP
relationships by becoming one connected resource across sales,
marketing, and medical to build more relevant and trusted
relationships. This new connected engagement model coordinates
touchpoints across channels and roles to continuously build on the
last interaction, helping companies overcome access barriers.
Commercial teams are evolving as valuable partners to HCPs,
responding to their needs faster and improving treatment
adoption.
"We need three things from the industry to get the right patient
outcome: trustworthy, high-quality product information, scientific
education for us as physicians, and research insights," said Dr.
Vital Hevia, a urologist on Veeva's
HCP Advisory Board. "Physicians must be continuously educated.
Every interaction should inform the next communication."
The latest Veeva Pulse findings on HCP access reveal that:
- Access drops but HCPs want to expand engagement
channels: With 45% accessible to biopharmas compared to 60% in
2022, HCPs open to in-person and video engagement with field teams
increase in share of overall access compared to prior years.
- HCPs are more selective across specialties: Half of
accessible HCPs meet with three or fewer companies. Access also
varies significantly across specialties with nearly 30% of those in
internal medicine, oncology, psychiatry, and urology restricting
access to just one company.
- Connected engagement breaks through: Coordinated
engagement models where sales, marketing, and medical teams work
together as a single resource are extending conversations with HCPs
and increasing treatment adoption. From educating key experts
before launch and leveraging compliant chat to share relevant
content during meetings, to synchronizing field activity with
digital advertising, biopharmas are strengthening engagement and
improving outcomes.
"Despite a drop in HCP access, digital and in-person touchpoints
seamlessly coordinated across sales, marketing, and medical teams
are proving to give biopharmas an advantage in the field," said
Aaron Bean, vice president of Veeva
commercial business consulting, Europe. "Companies focused on relevance and
real-time communication, instead of reach and frequency, will pave
the way for more impactful customer conversations that benefit
patients."
About the Veeva Pulse Field Trends Report
Analyzing
over 600 million HCP interactions and activities annually from more
than 80% of commercial biopharma field teams worldwide,
the Veeva Pulse Field Trends Report is the largest
industry benchmark of its kind on HCP engagement. The analysis
compiles real-time transactional data recorded in Veeva
CRM and Veeva data products to deliver a view of engagement
activity across life sciences. Indexed by Veeva quarterly, the data
will help companies effectively and accurately benchmark
performance to set the right, actionable goals for continued growth
and impact.
Additional Information
To download a copy of the Veeva
Pulse Field Trends Report, visit: veeva.com/eu/FieldTrends
Learn more about Veeva Business
Consulting: veeva.com/eu/BusinessConsulting
Connect with Veeva on
LinkedIn: linkedin.com/company/veeva-systems
About Veeva Systems
Veeva is the global leader in
cloud software for the life sciences industry. Committed to
innovation, product excellence, and customer success, Veeva serves
more than 1,000 customers, ranging from the world's largest
biopharmaceutical companies to emerging biotechs. As a Public
Benefit Corporation, Veeva is committed to balancing the interests
of all stakeholders, including customers, employees, shareholders,
and the industries it serves. For more information, visit
veeva.com/eu.
Veeva Forward-looking Statements
This release contains
forward-looking statements regarding Veeva's products and
services and the expected results or benefits from use of our
products and services. These statements are based on our current
expectations. Actual results could differ materially from those
provided in this release and we have no obligation to update such
statements. There are numerous risks that have the potential to
negatively impact our results, including the risks and
uncertainties disclosed in our filing on Form 10-K for the fiscal
year ended January 31, 2024, which
you can find here (a summary of risks which may impact
our business can be found on pages 9 and 10), and in our subsequent
SEC filings, which you can access at sec.gov.
Contact:
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Meera Lakhani-Patel
Veeva Systems
+44-790-430-0698
meera.lakhani-patel@veeva.com
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