HCPs initiate 30% of conversations when field
teams provide compliant chat as a channel
New channel puts reps closer to the moment of
need with doctors and their patients
BARCELONA, Spain, Nov. 9, 2023 /PRNewswire/ -- Veeva Systems
(NYSE: VEEV) today published its latest analysis from
the Veeva Pulse Field Trends Report, showing the impact of
two-way, digital communication channels on field engagement.
Findings reveal that access to compliant chat expands the
engagement channel mix, more than doubling digital touchpoints with
healthcare professionals (HCPs) while maintaining or increasing
in-person meetings.
In fact, HCPs start 30% of conversations with field teams when
using compliant chat. Often sent in the moment of need, compliant
chats gain a rapid response from field teams in less than five
minutes. This two-way communication delivers on HCP requests in
real time, creating the foundation for a service-focused engagement
model that improves access and efficiency.
"To communicate effectively across digital channels, you need to
focus on responsiveness, adding value with the ability to give
customers what they need, exactly when they need it," says
Dave Yates, global product director,
GSK. "Having the insights and two-way communication capabilities to
meet, connect, and share has given us a foundation for thinking
about digital engagement on a whole new level."
Veeva Pulse shows that two-way communication channels increase
the quality of HCP interactions:
- Inbound channels help to double digital
engagement. The average global engagement channel mix
is 78% in-person and 22% digital. However, biopharmas that add
inbound channels, like compliant chat, expand their mix to 42%
in-person and 58% digital. This more than doubles digital
touchpoints while keeping the volume of in-person exchanges the
same or better.
- HCPs start 30% of conversations with an inbound channel.
When sending messages via compliant chat, HCPs are shown to get a
response from field teams in less than five minutes — such as
sending requested content and samples or scheduling a meeting.
Compliant chat has clear advantages for HCPs over text or
stand-alone chat apps that have compliance risks and
disconnected data.
- Responding in the moment of need increases and improves
interactions. Combining in-person touchpoints with responsive,
real-time interactions—in between meetings and in the moment of
need—creates more meaningful engagement with HCPs. Field teams
adopting this service-focused approach, maintain or boost in-person
frequency, while increasing video meetings from 2% to 12% of the
engagement mix. Read rates for content sent via compliant chat
(80%) are also double those of content sent via email (40%).
"Real-time digital touchpoints between meetings are creating a
more effective relationship between HCPs and field teams," said
Aaron Bean, vice president of Veeva
commercial business consulting, Europe. "Channels like compliant chat empower
HCPs to reach out when they need it, creating meaningful
relationships that lead to more efficient paths to treatment."
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-Q for the period ended July 31, 2023, which you can find here (a
summary of risks which may impact our business can be found on
pages 38 and 39), and in our subsequent SEC filings, which you can
access at sec.gov.
Contact:
Jeremy Whittaker
Veeva Systems
+49-695-095-5486
jeremy.whittaker@veeva.com
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