Synchronizing sales and marketing improves
outcomes, yet 65% of field engagements are not
PLEASANTON, Calif., Nov. 14,
2024 /PRNewswire/ -- Veeva Systems (NYSE: VEEV) today
released its latest Veeva Pulse Field Trends Report, showing
connected sales and marketing engagement helps biopharmas balance
healthcare professionals' (HCPs) need for deep scientific
information on complex medicines as they become more
time-constrained. Data reveals synchronizing in-person engagements
with promotional touchpoints improves education and increases
treatment adoption.
While HCPs have expectations that companies provide deeper
scientific information and more engagement, they are more
time-constrained than ever. Even for biopharmas with access,
in-person meetings are down 7% per HCP since last year.
Coordinating sales and marketing activities can help offset limited
in-person meetings, but the majority (65%) of HCP engagements
remain unsynchronized, slowing treatment adoption.
"Physicians have limited time and don't need repetitive
information. The transfer must be efficient, with scientifically
trusted information through the right channel. Every interaction
should inform the next communication," said Dr. Vital Hevia, urologist and robotic surgeon at
ROC Clinic and HM Hospitals.
New data from Veeva Pulse shows:
- Disconnected sales and marketing activities don't optimize
limited HCP time: Today, 65% of HCP engagements are
not synchronized. Amidst decreasing time and attention from
HCPs, sales and marketing cannot coordinate effective HCP
conversations without a connected view.
- Synchronized in-person and promotional touchpoints
improve outcomes: Within 10 days, a rep meeting followed by a
digital exposure is 30% more likely to result in a prescription,
and HCPs exposed to digital ads after a speaker program are 25%
more likely to prescribe. HCPs who also visit a brand website
following a rep visit are 60% more likely to prescribe.
- An omnichannel commercial model meets HCP needs:
Companies connecting data, systems, and KPIs can drive more
effective scientific understanding. This coordination better meets
HCPs' need for in-depth information in the face of growing
therapeutic complexity.
"With today's complex medicines, biopharmas have a new challenge
to communicate scientific evidence to HCPs with limited time to do
it. A coordinated engagement model, with sales and marketing in
lockstep, delivers this in-depth information more effectively,"
said Dan Rizzo, vice president of
business consulting at Veeva. "With connected tools and data,
commercial organizations can ensure doctors are well informed to
help speed treatment adoption."
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
For more on the Veeva Pulse
Field Trends Report, visit: veeva.com/FieldTrends
Learn more about Veeva Business Consulting:
veeva.com/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.
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, 2024, which you can
find here (a summary of risks which may impact our
business can be found on pages 36 and 37), and in our subsequent
SEC filings, which you can access at sec.gov.
Contact:
Alison Borris
Veeva Systems
925-226-8821
alison.borris@veeva.com
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SOURCE Veeva Systems
