Despite access challenges, some field teams are extending HCP relationships by becoming one connected resource across sales, marketing, and medical to build more relevant and trusted relationships. This new connected engagement model coordinates touchpoints across channels and roles to continuously build on the last interaction, helping companies overcome access barriers. Commercial teams are evolving as valuable partners to HCPs, responding to their needs faster and improving treatment adoption.<\/p>\n
\u201cWe need three things from the industry to get the right patient outcome: trustworthy, high-quality product information, scientific education for us as physicians, and research insights,\u201d said Dr. Vital Hevia, a urologist on ³Ô¹Ï±¬ÁÏ\u2019s HCP Advisory Board. \u201cPhysicians must be continuously educated. Every interaction should inform the next communication.\u201d<\/p>\n
The latest ³Ô¹Ï±¬ÁÏ Pulse findings on HCP access reveal that: <\/p>\n
- \n
- Access drops but HCPs want to expand engagement channels<\/strong>: With 45% accessible to biopharmas compared to 60% in 2022, HCPs open to in-person and video engagement with field teams increase in share of overall access compared to prior years.<\/li>\n
- HCPs are more selective across specialties<\/strong>: Half of accessible HCPs meet with three or fewer companies. Access also varies significantly across specialties with nearly 30% of those in internal medicine, oncology, psychiatry, and urology restricting access to just one company. <\/li>\n
- Connected engagement breaks through<\/strong>: Coordinated engagement models where sales, marketing, and medical teams work together as a single resource are extending conversations with HCPs and increasing treatment adoption. From educating key experts before launch and leveraging compliant chat to share relevant content during meetings, to synchronizing field activity with digital advertising, biopharmas are strengthening engagement and improving outcomes.<\/li>\n<\/ul>\n
![\"\"](\"\/eu\/wp-content\/uploads\/2024\/05\/Pulse-Report-2024-HCP-access-declined-from-60-to-45.png\")
<\/p>\n![\"\"](\"\/eu\/wp-content\/uploads\/2024\/05\/Pulse-report-2024-HCP-access-varies-by-specialty-and-channel.png.png\")
<\/p>\n\u201cDespite a drop in HCP access, digital and in-person touchpoints seamlessly coordinated across sales, marketing, and medical teams are proving to give biopharmas an advantage in the field,\u201d said Aaron Bean, vice president of ³Ô¹Ï±¬ÁÏ commercial business consulting, Europe. \u201cCompanies focused on relevance and real-time communication, instead of reach and frequency, will pave the way for more impactful customer conversations that benefit patients.\u201d<\/p>\n
About the ³Ô¹Ï±¬ÁÏ Pulse Field Trends Report<\/strong>
\nAnalyzing over 600 million HCP interactions and activities annually from more than 80% of commercial biopharma field teams worldwide, the ³Ô¹Ï±¬ÁÏ HCP 360 Trends Report<\/a> is the largest industry benchmark of its kind on HCP engagement. The analysis compiles real-time transactional data recorded in ³Ô¹Ï±¬ÁÏ CRM<\/a> and ³Ô¹Ï±¬ÁÏ data products to deliver a view of engagement activity across life sciences. Indexed by ³Ô¹Ï±¬ÁÏ quarterly, the data will help companies effectively and accurately benchmark performance to set the right, actionable goals for continued growth and impact.<\/p>\nAdditional Information<\/strong>
\nTo download a copy of the ³Ô¹Ï±¬ÁÏ Pulse Field Trends Report, visit: veeva.com\/eu\/FieldTrends<\/a>
\nLearn more about ³Ô¹Ï±¬ÁÏ Business Consulting: veeva.com\/eu\/BusinessConsulting<\/a>
\nConnect with ³Ô¹Ï±¬ÁÏ on LinkedIn: linkedin.com\/company\/veeva-systems<\/a>\n<\/p>\nAbout ³Ô¹Ï±¬ÁÏ Systems<\/strong>
\n³Ô¹Ï±¬ÁÏ is the global leader in cloud software for the life sciences industry. Committed to innovation, product excellence, and customer success, ³Ô¹Ï±¬ÁÏ serves more than 1,000 customers, ranging from the world\u2019s largest biopharmaceutical companies to emerging biotechs. As a Public Benefit Corporation<\/a>, ³Ô¹Ï±¬ÁÏ is committed to balancing the interests of all stakeholders, including customers, employees, shareholders, and the industries it serves. For more information, visit veeva.com\/eu<\/a>.<\/p>\n³Ô¹Ï±¬ÁÏ Forward-looking Statements<\/strong>
\nThis release contains forward-looking statements regarding ³Ô¹Ï±¬ÁÏ\u2019s 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-K for the fiscal year ended January 31, 2024, which you can find here<\/a> (a summary of risks which may impact our business can be found on pages 9 and 10), and in our subsequent SEC filings, which you can access at sec.gov<\/a>.<\/p>\n###<\/p>\n
- HCPs are more selective across specialties<\/strong>: Half of accessible HCPs meet with three or fewer companies. Access also varies significantly across specialties with nearly 30% of those in internal medicine, oncology, psychiatry, and urology restricting access to just one company. <\/li>\n