Veeva Pulse Data Shows New Science Calls for More Connected Engagement
Veeva Systems' latest Pulse Field Trends Report reveals critical insights about healthcare professional (HCP) engagement in the biopharma industry. The report highlights that while in-person meetings with HCPs have declined by 7% compared to last year, synchronized engagement between sales and marketing can significantly improve outcomes. Currently, 65% of HCP engagements remain unsynchronized.
The data shows that coordinated approaches yield better results: rep meetings followed by digital exposure within 10 days are 30% more likely to result in prescriptions, digital ads after speaker programs increase prescription likelihood by 25%, and HCP website visits following rep meetings boost prescription probability by 60%.
Il più recente Rapporto sulle Tendenze del Campo Pulse di Veeva Systems rivela informazioni fondamentali riguardo al coinvolgimento dei professionisti sanitari (HCP) nell'industria biofarmaceutica. Il rapporto sottolinea che, sebbene gli incontri di persona con gli HCP siano diminuiti del 7% rispetto all'anno scorso, un coinvolgimento sincronizzato tra vendite e marketing può migliorare significativamente i risultati. Attualmente, il 65% degli incontri con gli HCP rimane non sincronizzato.
I dati mostrano che approcci coordinati producono risultati migliori: gli incontri con i rappresentanti seguiti da esposizione digitale entro 10 giorni hanno 30% di probabilità in più di portare a prescrizioni, annunci digitali dopo programmi con relatori aumentano la probabilità di prescrizione del 25%, e visite ai siti web degli HCP dopo incontri con i rappresentanti aumentano la probabilità di prescrizioni del 60%.
El último Informe de Tendencias en el Campo Pulse de Veeva Systems revela información crucial sobre la participación de los profesionales de la salud (HCP) en la industria biofarmacéutica. El informe destaca que, aunque las reuniones en persona con los HCP han disminuido un 7% en comparación con el año pasado, un compromiso sincronizado entre ventas y marketing puede mejorar significativamente los resultados. Actualmente, el 65% de los compromisos con HCP permanecen desincronizados.
Los datos muestran que los enfoques coordinados generan mejores resultados: las reuniones con representantes seguidas de exposición digital dentro de 10 días tienen un 30% más de probabilidad de resultar en prescripciones, los anuncios digitales después de programas con oradores aumentan la probabilidad de prescripción en un 25%, y las visitas a los sitios web de HCP tras reuniones con representantes aumentan la probabilidad de prescripciones en un 60%.
Veeva Systems의 최신 Pulse Field Trends Report는 생명공학 제약 산업에서 의료 전문가(HCP) 참여에 대한 중요한 통찰력을 제공합니다. 이 보고서는 HCP와의 대면 회의가 작년 대비 7% 감소했다고 강조하며, 영업과 마케팅 간의 동기화된 참여가 결과를 크게 개선할 수 있다고 합니다. 현재 HCP 참여의 65%는 동기화되지 않았다고 합니다.
데이터에 따르면, 조정된 접근 방식이 더 나은 결과를 내는 것으로 나타났습니다: 영업 회의 후 10일 이내에 디지털 노출이 이루어지면 처방이 나올 확률이 30% 더 높습니다, 연사 프로그램 후의 디지털 광고는 처방 가능성을 25% 증가시키며, 영업 회의 이후 HCP 웹사이트 방문은 처방 확률을 60% 증가시킵니다.
Le dernier Rapport sur les Tendances des Champs Pulse de Veeva Systems révèle des informations cruciales sur l'engagement des professionnels de la santé (HCP) dans l'industrie biopharmaceutique. Le rapport souligne que, bien que les réunions en personne avec les HCP aient diminué de 7% par rapport à l'année dernière, un engagement synchronisé entre les ventes et le marketing peut considérablement améliorer les résultats. Actuellement, 65% des engagements HCP restent désynchronisés.
Les données montrent que des approches coordonnées produisent de meilleurs résultats : les réunions avec les représentants suivies d'une exposition numérique dans les 10 jours sont 30% plus susceptibles de conduire à des prescriptions, les publicités digitales après des programmes de conférenciers augmentent la probabilité de prescription de 25%, et les visites des sites Web des HCP après les réunions avec les représentants augmentent la probabilité de prescription de 60%.
Der neueste Pulse Field Trends Report von Veeva Systems liefert wichtige Erkenntnisse über das Engagement von Gesundheitsfachkräften (HCP) in der Biopharmaindustrie. Der Bericht hebt hervor, dass persönliche Meetings mit HCPs im Vergleich zum letzten Jahr um 7% zurückgegangen sind, während ein synchronisiertes Engagement zwischen Vertrieb und Marketing die Ergebnisse erheblich verbessern kann. Derzeit bleiben 65% der HCP-Engagements unsynchronisiert.
Die Daten zeigen, dass koordinierte Ansätze bessere Ergebnisse liefern: Meetings mit Vertretern, gefolgt von digitaler Präsenz innerhalb von 10 Tagen, sind 30% wahrscheinlicher, zu Verschreibungen zu führen, digitale Anzeigen nach Sprecherprogrammen erhöhen die Wahrscheinlichkeit von Verschreibungen um 25%, und HCP-Webseitenbesuche nach Meetings mit Vertretern steigern die Wahrscheinlichkeit von Verschreibungen um 60%.
- Synchronized marketing-sales engagement increases prescription likelihood by 30% within 10 days
- Digital ads following speaker programs boost prescription probability by 25%
- HCP website visits after rep meetings improve prescription likelihood by 60%
- In-person meetings with HCPs decreased by 7% compared to previous year
- 65% of HCP engagements remain unsynchronized, affecting treatment adoption
- HCPs becoming more time-constrained, limiting engagement opportunities
Insights
The data reveals significant insights into pharmaceutical marketing effectiveness. The
The
Veeva's Pulse platform demonstrates the critical role of data integration in modern pharmaceutical marketing. The findings underscore a clear technological gap in current commercial operations - the lack of unified data systems preventing coordinated engagement. Companies need robust data infrastructure to track and synchronize multiple touchpoints across digital and personal channels.
The ability to measure precise outcomes, such as the
Synchronizing sales and marketing improves outcomes, yet
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
"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 are25% more likely to prescribe. HCPs who also visit a brand website following a rep visit are60% 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
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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FAQ
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