{"id":255161,"date":"2026-07-30T00:10:03","date_gmt":"2026-07-30T04:10:03","guid":{"rendered":"https:\/\/www.veeva.com\/ap\/?p=255161"},"modified":"2026-07-30T00:12:04","modified_gmt":"2026-07-30T04:12:04","slug":"the-commercial-excellence-equation-a-formula-for-unlocking-value-in-a-low-access-world","status":"publish","type":"post","link":"https:\/\/www.veeva.com\/ap\/the-commercial-excellence-equation-a-formula-for-unlocking-value-in-a-low-access-world\/","title":{"rendered":"The Commercial Excellence Equation: A Formula for Unlocking Value in a Low-Access World"},"content":{"rendered":"

\nBiopharma companies are operating in an increasingly complex and \u2018low-access\u2019 world. In this environment, doing more of the same – more calls, more reps, more messages – no longer moves the needle. During my recent keynote at the Amplifiz Excellence 2030 Pharma and MedTech Conference<\/a>, I introduced a simple equation that reframes how commercial teams should think about driving value: the Commercial Excellence Equation.\n<\/p>\n

\n\"Commercial\n<\/p>\n

\nThis is a multiplication, not an addition – and the distinction matters. Strong access paired with poor targeting wastes reach on the wrong conversations. Strong targeting without insight capture squanders the interaction once it happens. And abundant insight means little if access has evaporated in the first place. Commercial Unlock only compounds when all three variables move together; it collapses toward zero if any one of them does. What follows is a walk through each variable – and what it will take to move all three at once.\n<\/p>\n

HCP Access – The Frequency Variable<\/h2>\n

\nIt is no secret that HCP access has been structurally declining. Overall access dropped from 60% in 2023 to 45% in 2024. In the APAC region, HCPs are even more selective, with only 25% of HCPs meeting with more than three companies – a stark contrast to the US, where 50% of HCPs still meet with more than three companies.\n<\/p>\n

\n\"HCP\n<\/p>\n

\nHowever, low access does not mean no access<\/strong>. There is still significant opportunity to unlock commercial value through a focused engagement strategy, provided that targeting is optimized based on specific markets and medical specialties. Access, in other words, is not a variable you win uniformly across a market – it\u2019s one you win account by account.\n<\/p>\n

Targeting Precision – The Relevance Variable<\/h2>\n

\nDespite the global push toward omnichannel strategies, the channel mix in most APAC markets remains dominated by in-person interactions. Excluding Australia, which has notably higher digital penetration for video, email, and phone engagement, markets like India, Taiwan, Singapore, and Malaysia still see in-person engagement rates of 75% to 87% – well above the 73% and 71% face-to-face rates seen in the US and Europe, respectively.\n<\/p>\n

\n\"Targeting\n<\/p>\n

Yet digital engagement is critical to driving prescribing behavior:<\/p>\n