Veeva Pulse: Engaging HCPs in the Era of Complex Therapies

As the life sciences industry grapples with increasingly complex therapies, effectively engaging healthcare professionals (HCPs) has emerged as a critical challenge. Veeva Systems, a leading provider of cloud-based software for the life sciences industry, has released its latest Veeva Pulse Field Trends Report, highlighting the need for more connected engagement strategies to meet HCPs' evolving needs.

The report reveals that HCPs are demanding deeper scientific information on complex medicines, with 65% of field engagements remaining unsynchronized. This disconnect, coupled with a 7% decrease in in-person meetings per HCP, underscores the urgency for biopharmas to optimize their engagement strategies. Synchronizing sales and marketing activities, as well as leveraging digital touchpoints, can help offset these limitations and improve treatment adoption.

According to Veeva Pulse data, synchronizing in-person meetings with promotional touchpoints within 10 days increases prescription likelihood by up to 30%. Moreover, HCPs exposed to digital ads after a speaker program are 25% more likely to prescribe, and those visiting a brand website following a rep visit are 60% more likely to prescribe. These findings underscore the importance of an omnichannel commercial model that aligns promotional touchpoints with in-person engagements.

To enhance engagement and treatment adoption, biopharmas must optimize their use of data and analytics. Integrating real-time engagement data from Veeva CRM and Veeva data products can provide a comprehensive view of HCP interactions, enabling companies to identify communication gaps, coordinate activities, and deliver consistent messaging across channels.

Key performance indicators (KPIs) that demonstrate the effectiveness of synchronized sales and marketing activities include prescription conversion rates, website visit conversions, sales rep productivity, and patient engagement. By monitoring these KPIs, companies can drive more effective scientific understanding, better meet HCP needs for in-depth information, and ultimately speed treatment adoption.

As the life sciences industry continues to evolve, so too must the strategies for engaging HCPs. The Veeva Pulse Field Trends Report emphasizes the importance of connected, synchronized engagement strategies that leverage both in-person meetings and digital touchpoints. By optimizing data and analytics, biopharmas can better meet the needs of HCPs and drive more effective treatment adoption.


In conclusion, the Veeva Pulse Field Trends Report highlights the critical need for biopharmas to adapt their engagement strategies to meet the evolving needs of HCPs. By synchronizing sales and marketing activities, leveraging digital touchpoints, and optimizing data and analytics, companies can drive more effective scientific understanding, enhance treatment adoption, and ultimately improve patient outcomes.