Veeva Systems today released its latest Veeva Pulse Field Trends Report, showing connected sales and marketing engagement helps biopharmas balance healthcare professionals’ (HCP) 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.

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“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.

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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.

“In Asia, HCP engagement efforts are still not fully integrated, and challenges remain in aligning sales and marketing functions. It is also a highly diverse region with distinct markets, each presenting unique challenges and opportunities. Leveraging connected tools and advanced data analytics will help biopharmas streamline and enhance their coordination and engagement with HCPs in this complex landscape,” said Shafi Hussain.

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Source – prnewswire

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