{"id":82257,"date":"2025-02-19T22:10:06","date_gmt":"2025-02-19T21:10:06","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=resources&#038;p=82257"},"modified":"2026-04-07T17:32:05","modified_gmt":"2026-04-07T15:32:05","slug":"veeva-pulse-field-trends-report-4q24","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-4q24\/","title":{"rendered":"³Ô¹Ï±¬ÁÏ Pulse Field Trends Report"},"content":{"rendered":"<style>\n<p>.resources-content h3 {\n\tfont-family: \"Roboto\", sans-serif;\n\tfont-weight: 400;\n\tfont-size: 20px;\n\tline-height: 26px;\n\tmargin: unset;\n\ttext-transform: unset;\n\tcolor: #444;\n\tpadding: unset;\n\tmargin-top: 20px;\n\tmargin-bottom: 5px;\n}<\/p>\n<p>p.font-22, li.font-22 {\n  font-size:22px !important;\n  line-height:30px !important;\n}\n@media screen and (max-width: 767px){\n\tp.font-22, li.font-22  {\n\t  font-size:19px !important;\n\t  line-height:26px !important;\n\t}\n}<\/p>\n<p>p.font-14 {\n  font-size:14px;\n  line-height:20px;\n}<\/p>\n<p>.after-arrow-down-orange, .after-arrow-up-orange {\n    color: #F7981D;\n}\n  .after-arrow-down-orange::after {\n    display: inline-block;\n    content: \"\";\n    font-size: 0;\n    margin-left: 5px;\n    margin-bottom: 1px;\n    width: 0;\n    height: 0;\n    border-style: solid;\n    border-width: 7px 5px 0 5px;\n    border-color: #F7981D transparent transparent transparent;\n}\n.after-arrow-up-orange::after {\n    display: inline-block;\n    content: \"\";\n    font-size: 0;\n    margin-left: 5px;\n    margin-bottom: 1px;\n    width: 0;\n    height: 0;\n    border-style: solid;\n    border-width: 0px 5px 7px 5px;\n    border-color:  transparent transparent #F7981D transparent;\n}\n.after-arrow-down-orange:hover::after {\n    border-color: #e97f16 transparent transparent transparent;\n}\n.after-arrow-up-orange:hover::after {\n    border-color: transparent transparent  #e97f16 transparent;\n}<\/p>\n<p>.after-arrow-down-orange.active,.after-arrow-up-orange.active {\n    color: #FA6D18;\n}\n.after-arrow-down-orange.active::after {\n    border-color: #FA6D18 transparent transparent transparent;\n}\n.after-arrow-up-orange.active::after {\n    border-color: transparent transparent #FA6D18  transparent;\n}<\/p>\n<p>.down-links  {\n\tpadding:12px 0;\n\ttext-align:center;\n\tmargin-top:60px;\n\tmargin-bottom:40px;\ndisplay:none!important;<\/p>\n<p>}\n.down-links.mt-40  {\ndisplay:none;\n\tmargin-top:60px;\n\tmargin-bottom:40px;<\/p>\n<p>}\n.down-links a {\n\tfont-size:15px; \n\tline-height:21px;\n}\n.down-links div {\n\tdisplay:inline-block;\n\tpadding:5px 16px;\n\twhite-space:nowrap;\n}\n.generic-container h3 {\n\tfont-weight:500;\n\tmargin-top:35px;\n\tmargin-bottom:20px;\n}\np.pulse-sub {\n\tfont-size:26px;\n\tline-height:33px;\n}\np.pulse-sub span {\n\tdisplay:block;\n\tfont-weight:500;\n}\n.resources-content hr {\n\tmargin-top: 50px;\n\tmargin-bottom: 10px;\n\tborder: 0;\n\tborder-top: 2px solid #afafaf;\n}\n.resources-content hr.divide {\n\tmargin-top: 50px;\n\tmargin-bottom: 40px;\n\tborder: 0;\n\tborder-top: 1px solid #ccc;\n}\n.resources-content h2 {\n\tmargin-bottom:30px;\n\tfont-weight:500;\n\tfont-size:30px;\n}\n.resources-content h2.fake-h1 {\n\tmargin-bottom:30px;\n\tfont-weight:300;\n\tfont-size: 38px;\n}\n@media (max-width: 767px) {\n\t.resources-content h2.fake-h1 {\n\t\tmargin-bottom:25px;\n\t\tfont-weight:300;\n\t\tfont-size: 30px;\n\t}\n\t.resources-content h2 {\n\t\tmargin-bottom:25px;\n\t\tfont-weight:400;\n\t\tfont-size:25px;\n\t}\n\tp.pulse-sub {\n\t\tfont-size:22px;\n\t\tline-height:30px;\n\t}\n\t.down-links  {\n\t\tpadding:12px 0;\n\t\ttext-align:center;\n\t\tmargin-top:40px;\n\t\tmargin-bottom:40px;\n\t}\n}\n@media (max-width: 450px) {\n\t.down-links div {\n\t\tdisplay:block;\n\t\tpadding:5px 20px;\n\t\twhite-space:nowrap;\n\t}\n}<\/p>\n<p>@media only screen and (min-width: 768px) and (max-width: 960px) {\n    .down-links div {\n        padding: 5px 10px;\n    }\n    .down-links a {\n        font-size: 12px;\n    }\n}<\/p>\n<p>@media only screen and (min-width: 961px) and (max-width: 996px) {\n    .down-links div {\n        padding: 5px 14px;\n    }\n    .down-links a {\n        font-size: 14px;\n    }\n}\n.insight-box {\n\tdisplay:flex;\n}\n@media (max-width: 767px) {\n\t.insight-box {\n\t\tdisplay:block !important;\n\t}\n}\n.insights-sub {\n\tfont-size:26px;\n\tline-height:32px;\n\tfont-weight:500;\n\tmargin-bottom:5px;\n}\n@media (max-width: 767px) {\n\t.insights-sub {\n\t\tfont-size:22px;\n\t\tline-height:28px;\n\t\tfont-weight:500;\n\t\tmargin-bottom:5px;\n\t}\n}\n.insights-grey-box {\n\tbackground:#444;\n\tcolor:white;\n\tpadding:30px 50px 30px 20px;\n\theight:100%\n}<\/p>\n<\/style>\n<div class=\"mt-40 mb-10\"><strong>THE YEAR IN VEEVA PULSE INSIGHTS<\/strong><\/div>\n<h2 class=\"mt-10  mb-10\">Trends Improving HCP Engagement and Accelerating <br class=\"visible-lg\">Treatment Adoption<\/h2>\n<p>\n³Ô¹Ï±¬ÁÏ Pulse data shows that when commercial teams deliver connected, coordinated scientific<br \/>\ninformation and resources, it deepens HCP relationships, mitigates challenging access, and improves<br \/>\ntreatment adoption. But HCPs say biopharmas aren\u2019t consistently <a href=\"https:\/\/www.veeva.com\/eu\/resources\/2024-kol-satisfaction-report\/\">delivering a connected experience<\/a>.\n<\/p>\n<p>\nMore than half of key opinion leaders<sup>1<\/sup> engage with clinical, medical, and sales teams, but 44%<br \/>\nsee a lack of coordination and alignment between them. Conflicting information, siloed interactions,<br \/>\nand missed opportunities prevent teams from delivering on HCPs\u2019 needs as one company.\n<\/p>\n<div class=\"mt-30 mb-30\" style=\"border-left:3px solid orange;padding:0 20px;text-align:left\">\n<p>\n<em>\u201cSome companies give the impression that they work very well together, know<br \/>\neach other, and know what they are selling and developing. At the same time,<br \/>\nwe see completely the opposite. They don\u2019t know each other \u2014 the medical part<br \/>\nof the company doesn\u2019t know anything about sales, and vice versa.\u201d<\/em>\n<\/p>\n<p>\n <strong>\u2014 Dr. Vital Hevia<\/strong>, Urologist and Robotic Surgeon, ROC Clinic and HM Hospitals\n<\/p>\n<\/div>\n<p>\nSee how ³Ô¹Ï±¬ÁÏ Pulse insights from the past year are helping commercial teams respond quickly to HCPs&#8217; needs and improve treatment adoption.\n<\/p>\n<div class=\"text-left\" style=\"margin-top:20px;max-width:700px\">\n<p><img decoding=\"async\"  src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2022\/11\/signature.png\" alt=\"\"><\/p>\n<p>\n<strong>Dan Rizzo<\/strong><br \/>\nVP, Global Head of Business Consulting\n<\/p>\n<p><img decoding=\"async\" style=\"border-radius:50%\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2022\/04\/Headshot-Rizzo.png\" alt=\"\">\n<\/div>\n<p class=\"font-14\">\n<em><sup>1<\/sup> ³Ô¹Ï±¬ÁÏ Survey of 50 Key Opinion Leaders, September-November 2024.<\/em>\n<\/p>\n<hr>\n<h2 class=\"mb-20 mt-40\">Pre-launch scientific outreach is accelerating treatment <br class=\"visible-lg\">adoption by 40%<\/h2>\n<p>\nPrioritizing <a href=\"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-2q24\/\">investments in targeted scientific activities<\/a> with the right experts speeds treatment adoption. A U.S.-based study of oncology drugs showed<br \/>\nthat biopharmas who invested more in pre-launch scientific activities saw<br \/>\n40% faster treatment adoption than companies that invested less. Field medical engagement with key opinion leaders prior to launch also <a href=\"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-1q2q23\/\">improves treatment adoption by 50%<\/a>.\n<\/p>\n<p>\nWhere companies make investments matters. In the same study, congress activity had the strongest influence on speed of adoption, outpacing the influence of social media, publications, guidelines, and clinical trials. Medical teams should also focus engagement on digitally savvy, early-career HCPs, who are four times more likely to adopt a new treatment.\n<\/p>\n<p><img decoding=\"async\" class=\"img-responsive\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Top-Insights_Figure-1.png\" alt=\"\" \/><\/p>\n<h2 class=\"mb-20 mt-40\">Synchronized sales and marketing is<br \/>\nimproving prescribing behavior<\/h2>\n<div class=\"margin:30px 30px 30px 0\">\n<img decoding=\"async\" style=\"width:100%;max-width:400px;float:left;margin-right:20px\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Top-Insights_Figure-2.png\" alt=\"\" \/><\/p>\n<div style=\"clear:both\" class=\"hidden-sm hidden-md hidden-lg\"><\/div>\n<p>\nClose and timely coordination of field engagements and HCP digital advertising \u2014 or synchronization \u2014 increases marketing effectiveness by 23%. But 65% of HCP engagements are not synchronized.\n<\/p>\n<p>\n<a href=\"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-3q24\/\">Coordinating sales and marketing<\/a> touchpoints can close the gap, strengthening HCP engagement, increasing scientific understanding, and improving prescribing behavior. In one case study, a rep call was 30% more likely to result in a prescription if it was followed by digital exposure within 10 days.<sup>2<\/sup> Another showed that HCPs exposed to digital ads within 10 days after a speaker program were 25% more likely to prescribe.<sup>2<\/sup>\n<\/p>\n<\/div>\n<div style=\"clear:both\"><\/div>\n<div class=\"mt-30 mb-30\" style=\"border-left:3px solid orange;padding:0 20px;text-align:left\">\n<p>\n<em>\u201cA person\u2019s capacity to ingest content that is not relevant,<br \/>\nnot timely, and not delivered in a way that they want to receive<br \/>\nit is probably something like zero. And our job as marketers is<br \/>\nto figure out how to get as close as possible to relevant, timely, and needed content at the right time.\u201d<\/em>\n<\/p>\n<p>\n <strong>\u2014 Erica Taylor<\/strong>, PhD, Vice President, Chief Marketing Officer, Genentech\n<\/p>\n<\/div>\n<h3>\nConnected engagement across sales, marketing, and medical<sup>3<\/sup><br \/>\n<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Top-Insights_Figure-3.png\" alt=\"\" \/><\/p>\n<p class=\"font-14\">\n<em><sup>2<\/sup> Source: U.S. ³Ô¹Ï±¬ÁÏ Crossix case studies and ³Ô¹Ï±¬ÁÏ Pulse data, 2023 and 2024.<\/em><br \/>\n<em><sup>3<\/sup> Simplified representation of the connected engagement model<\/em>\n<\/p>\n<h2 class=\"mb-20 mt-40\">Timely, relevant engagement is mitigating declining access<\/h2>\n<p>\n<a href=\"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-1q24\/\">HCP access declined<\/a> from 60% to 45% from 2023 to 2024 in the U.S., marking a return to prepandemic<br \/>\nlevels. Access levels vary significantly by specialty \u2014 oncology, internal medicine, and psychiatry are the<br \/>\nmost difficult to reach. And HCPs are highly selective, with 50% of accessible HCPs limiting engagement<br \/>\nto three or fewer companies.\n<\/p>\n<p>\nConnected sales, marketing, and medical teams are mitigating challenging access by extending<br \/>\nconversations, responding quickly to HCPs\u2019 needs, and improving treatment adoption. This commercial<br \/>\nmodel requires shared data, connected systems, aligned incentives, and a unified understanding of<br \/>\nthe customer.\n<\/p>\n<div class=\"clear-fix\"><\/div>\n<div class=\"mt-30 mb-30\" style=\"border-left:3px solid orange;padding:0 20px;text-align:left\">\n<p>\n<em>\u201cHow do we get a better understanding of our customers and make sure<br \/>\nthat our messages and the way we approach people is relevant, meaningful,<br \/>\nand treating them as the unique individuals they are, rather than just saying,<br \/>\n\u2018I\u2019m going to use the same five slides.\u2019\u201d<\/em>\n<\/p>\n<p>\n <strong>\u2014 Kieron Scrutton<\/strong>, SVP Medical Affairs Digital &#038; Technology, and Tech Governance Risk<br \/>\nand Compliance, GSK\n<\/p>\n<\/div>\n<p><strong><br \/>\nConnect with <a href=\"https:\/\/www.veeva.com\/eu\/services\/business-consulting-services\/\">³Ô¹Ï±¬ÁÏ Business Consulting<\/a> to learn how ³Ô¹Ï±¬ÁÏ Pulse data can improve HCP<br \/>\nengagement for your field team.<\/strong>\n<\/p>\n<hr class=\"divide\">\n<h2 style=\"text-align:center\" class=\"fake-h1\">Global and Regional Trends<\/h2>\n<p>This report highlights global and regional field engagement trends from ³Ô¹Ï±¬ÁÏ Pulse data gathered between October<br \/>\n2023 and December 2024. ³Ô¹Ï±¬ÁÏ Pulse data is sourced from ³Ô¹Ï±¬ÁÏ\u2019s aggregated CRM activity, including field<br \/>\nengagement stats from all instances of ³Ô¹Ï±¬ÁÏ CRM globally.<strong> In this report, comparisons in trending charts are year<br \/>\nover year, Q4 2023 to Q4 2024, while non-trending charts contain quarter-over-quarter comparisons, Q3 2024 to Q4<br \/>\n2024.<\/strong> <\/p>\n<div class=\"row down-links mt-40\" style=\"background-color:#f4f4f4\">\n<div>\n\t\t<a href=\"#Global\" class=\"after-arrow-down-orange quicklink active\">Global trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#US\" class=\"after-arrow-down-orange quicklink\">U.S. trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Europe\" class=\"after-arrow-down-orange quicklink\">Europe trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Asia\" class=\"after-arrow-down-orange quicklink\">Asia trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Latam\" class=\"after-arrow-down-orange quicklink\">Latin America trends<\/a>\n\t<\/div>\n<\/div>\n<div style=\"position:relative;\">\n  <a id=\"Global\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2>Global trends*<\/h2>\n<h3 class=\"text-center\">Figure 1: Channel mix evolution, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-1-Channel-Mix-Evolution-Global.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 2: Channel mix, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-2-Channel-Mix-Global.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Global field team activity<\/span><br \/>\nWeekly activity per user by engagement channel\n<\/p>\n<h3 class=\"text-center\">Figure 3: Activity by region, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-3-Activity-by-Region-Global.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 4: Activity by user type, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-4-Activity-by-User-Type-Global.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Global engagement quality<\/span><br \/>\nConsolidation of key quality metrics\n<\/p>\n<h3 class=\"text-center\">Figure 5: Approved email volume, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-5-Approved-Email-Volume-Global.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 6: Content usage by channel, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-6-Content-Usage-by-Channel-Global.png?v=1.0\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 7: ³Ô¹Ï±¬ÁÏ CRM Engage meeting duration, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-7-Meeting-Duration-Global.png\" alt=\"\" \/><\/p>\n<p class=\"font-14\" style=\"margin-top:20px\">\n<em>*This quarter\u2019s global trends report omits data from China.<\/em>\n<\/p>\n<div class=\"row down-links mt-40\" style=\"background-color:#f4f4f4\">\n<div>\n\t\t<a href=\"#Global\" class=\"after-arrow-up-orange quicklink\">Global trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#US\" class=\"after-arrow-down-orange quicklink  active\">U.S. trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Europe\" class=\"after-arrow-down-orange quicklink\">Europe trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Asia\" class=\"after-arrow-down-orange quicklink\">Asia trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Latam\" class=\"after-arrow-down-orange quicklink\">Latin America trends<\/a>\n\t<\/div>\n<\/div>\n<div style=\"position:relative;\">\n  <a id=\"US\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2>U.S. market trends<\/h2>\n<h3 class=\"text-center\">Figure 8: Channel mix evolution, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-8-Channel-Mix-Evolution-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 9: Channel mix, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-9-Channel-Mix-US.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>U.S. field team activity<\/span><br \/>\nWeekly activity per user by engagement channel\n<\/p>\n<h3 class=\"text-center\">Figure 10: Activity, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-10-Activity-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 11: Activity by user type, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-11-Activity-by-User-Type-US.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>U.S. engagement quality<\/span><br \/>\nConsolidation of key quality metrics\n<\/p>\n<h3 class=\"text-center\">Figure 12: Approved email volume, U.S.<\/h4>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-12-Approved-Email-Volume-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 13: Content usage by channel, U.S.<\/h4>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-13-Content-Usage-by-Channel-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 14: ³Ô¹Ï±¬ÁÏ CRM Engage meeting duration, U.S.<\/h4>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-14-Meeting-Duration-US.png\" alt=\"\" \/><\/p>\n<div class=\"row down-links mt-40\" style=\"background-color:#f4f4f4\">\n<div>\n\t\t<a href=\"#Global\" class=\"after-arrow-up-orange quicklink\">Global trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#US\" class=\"after-arrow-up-orange quicklink\">U.S. trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Europe\" class=\"after-arrow-down-orange quicklink active\">Europe trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Asia\" class=\"after-arrow-down-orange quicklink\">Asia trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Latam\" class=\"after-arrow-down-orange quicklink\">Latin America trends<\/a>\n\t<\/div>\n<\/div>\n<div style=\"position:relative;\">\n  <a id=\"Europe\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2>Europe market trends <\/h2>\n<h3 class=\"text-center\">Figure 15: Channel mix evolution, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-15-Channel-Mix-Evolution-Europe.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 16: Channel mix, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-16-Channel-Mix-Europe.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Europe field team activity<\/span><br \/>\nWeekly activity per user by engagement channel\n<\/p>\n<h3 class=\"text-center\">Figure 17: Activity by country, EU5<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-17-Activity-by-Region-EU5.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 18: Activity by user type, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-18-Activity-by-User-Type-Europe.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Europe engagement quality<\/span><br \/>\nConsolidation of key quality metrics\n<\/p>\n<h3 class=\"text-center\">Figure 19: Approved email volume, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-19-Approved-Email-Volume-Europe.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 20: Content usage by channel, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-20-Content-Usage-by-Channel-Europe.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 21: ³Ô¹Ï±¬ÁÏ CRM Engage meeting duration, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-21-Meeting-Duration-Europe.png\" alt=\"\" \/><\/p>\n<div class=\"row down-links mt-40\" style=\"background-color:#f4f4f4\">\n<div>\n\t\t<a href=\"#Global\" class=\"after-arrow-up-orange quicklink\">Global trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#US\" class=\"after-arrow-up-orange quicklink\">U.S. trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Europe\" class=\"after-arrow-up-orange quicklink\">Europe trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Asia\" class=\"after-arrow-down-orange quicklink active\">Asia trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Latam\" class=\"after-arrow-down-orange quicklink\">Latin America trends<\/a>\n\t<\/div>\n<\/div>\n<div style=\"position:relative;\">\n  <a id=\"Asia\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2>Asia market trends<\/h2>\n<h3 class=\"text-center\">Figure 22: Channel mix evolution, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-22-Channel-Mix-Evolution-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 23: Channel mix, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-23-Channel-Mix-APAC.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Asia field team activity<\/span><br \/>\nWeekly activity per user by engagement channel\n<\/p>\n<h3 class=\"text-center\">Figure 24: Activity by country, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-24-Activity-by-Region-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 25: Activity by user type, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-25-Activity-by-User-Type-APAC.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Asia engagement quality<\/span><br \/>\nConsolidation of key quality metrics\n<\/p>\n<h3 class=\"text-center\">Figure 26: Approved email volume, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-26-Approved-Email-Volume-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 27: Content usage by channel, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-27-Content-Usage-by-Channel-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 28: ³Ô¹Ï±¬ÁÏ CRM Engage meeting duration, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-28-Meeting-Duration-APAC.png\" alt=\"\" \/><\/p>\n<div class=\"row down-links mt-40\" style=\"background-color:#f4f4f4\">\n<div>\n\t\t<a href=\"#Global\" class=\"after-arrow-up-orange quicklink\">Global trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#US\" class=\"after-arrow-up-orange quicklink\">U.S. trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Europe\" class=\"after-arrow-up-orange quicklink\">Europe trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Asia\" class=\"after-arrow-up-orange quicklink\">Asia trends<\/a>\n\t<\/div>\n<div>\n\t\t<a href=\"#Latam\" class=\"after-arrow-down-orange quicklink active\">Latin America trends<\/a>\n\t<\/div>\n<\/div>\n<div style=\"position:relative;\">\n  <a id=\"Latam\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2>Latin America market trends<\/h2>\n<h3 class=\"text-center\">Figure 29: Channel mix evolution, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-29-Channel-Mix-Evolution-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 30: Channel mix, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-30-Channel-Mix-LATAM.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Latin America field team activity <\/span><br \/>\nWeekly activity per user by engagement channel\n<\/p>\n<h3 class=\"text-center\">Figure 31: Activity by country, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-31-Activity-by-Counry-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 32: Activity by user type, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-32-Activity-by-User-Type-LATAM.png\" alt=\"\" \/><\/p>\n<hr>\n<p class=\"pulse-sub\">\n<span>Latin America engagement quality <\/span><br \/>\nConsolidation of key quality metrics\n<\/p>\n<h3 class=\"text-center\">Figure 33: Approved email volume, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-33-Approved-Email-Volume-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 34: Content usage by channel, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-34-Content-Usage-by-Channel-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 35: ³Ô¹Ï±¬ÁÏ CRM Engage meeting duration, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/02\/Figure-35-Meeting-Duration-LATAM.png\" alt=\"\" \/><\/p>\n<hr class=\"mb-0\" style=\"border-top: 4px solid #444;\">\n<h2 class=\"fake-h1 mt-10\">Appendix: Data dictionary<\/h2>\n<p class=\"pulse-sub\">\n<span>Metric definitions<\/span>\n<\/p>\n<ul>\n<li><strong>Channel mix evolution over time:<\/strong> Weekly ³Ô¹Ï±¬ÁÏ CRM activity volume broken down by the channel of engagement (in-person, phone, video, email, chat or text)<\/li>\n<li><strong>Channel mix:<\/strong> Total ³Ô¹Ï±¬ÁÏ CRM activity volume broken out by engagement channel percentage, calculated using percent change during the specified period<\/li>\n<li><strong>Weekly activities per user:<\/strong> The average weekly number of ³Ô¹Ï±¬ÁÏ CRM activities submitted per number of users active in ³Ô¹Ï±¬ÁÏ CRM<\/li>\n<li><strong>Approved email volume:<\/strong> The average weekly volume of approved emails sent via ³Ô¹Ï±¬ÁÏ CRM, calculated using percent change during the specified period<\/li>\n<li><strong>Email open rate:<\/strong> Percentage of approved emails opened at least once out of all approved emails sent via ³Ô¹Ï±¬ÁÏ CRM<\/li>\n<li><strong>Email click rate:<\/strong> Percentage of approved emails clicked at least once out of all approved emails sent via ³Ô¹Ï±¬ÁÏ CRM<\/li>\n<li><strong>In-person % CLM usage:<\/strong> Percentage of in-person engagements that leveraged content in ³Ô¹Ï±¬ÁÏ CRM<\/li>\n<li><strong>Video % CLM usage:<\/strong> Percentage of video engagements that leveraged content in ³Ô¹Ï±¬ÁÏ CRM<\/li>\n<li><strong>³Ô¹Ï±¬ÁÏ CRM Engage meeting % CLM usage:<\/strong> Percentage of ³Ô¹Ï±¬ÁÏ CRM Engage meetings that leveraged content in ³Ô¹Ï±¬ÁÏ CRM<\/li>\n<li><strong>³Ô¹Ï±¬ÁÏ CRM Engage meeting duration:<\/strong> The average duration of ³Ô¹Ï±¬ÁÏ CRM Engage meetings in minutes<\/li>\n<\/ul>\n<p class=\"pulse-sub mt-30\">\n<span>Engagement channel definitions<\/span>\n<\/p>\n<ul>\n<li><strong>In-person:<\/strong> Submitted calls with a CRM Standard Metrics call channel value of \u2018in-person\u2019<\/li>\n<li><strong>Phone:<\/strong> Submitted calls with a CRM Standard Metrics call channel value of \u2018phone\u2019<\/li>\n<li><strong>Video:<\/strong> ³Ô¹Ï±¬ÁÏ CRM Engage calls and video calls via other platforms that are then recorded as calls in ³Ô¹Ï±¬ÁÏ CRM with a Standard Metrics call channel value of \u2018video\u2019<\/li>\n<li><strong>Email:<\/strong> Approved emails and emails sent via other platforms that are then recorded as calls in ³Ô¹Ï±¬ÁÏ CRM with a Standard Metrics call channel value of \u2018email\u2019<\/li>\n<li><strong>Chat or text:<\/strong> Submitted calls with a CRM Standard Metrics call channel value of \u2018chat or text\u2019<\/li>\n<\/ul>\n<p class=\"pulse-sub mt-30\">\n<span>User type definitions<\/span>\n<\/p>\n<ul>\n<li><strong>Sales:<\/strong> Users that have been classified with the \u2018sales\u2019 value in the CRM Standard Metrics user type field<\/li>\n<li><strong>Key account manager:<\/strong> Users that have been classified with the \u2018key account manager\u2019 value in the CRM Standard Metrics user type field<\/li>\n<li><strong>Medical:<\/strong> Users that have been classified with the \u2018medical\u2019 value in the CRM Standard Metrics user type field<\/li>\n<p><!-- \n\t\n\n<li><strong>Top global biopharma:<\/strong> Top 17 global biopharma companies by revenue<\/li>\n\n\n\t\n\n<li><strong>Rest of industry:<\/strong> All other biopharmas<\/li>\n\n\n -->\n<\/ul>\n<p class=\"pulse-sub mt-30\">\n<span>Region definitions<\/span>\n<\/p>\n<ul>\n<li><strong>Global:<\/strong> All markets globally. This quarter\u2019s global trends report omits data from China. <\/li>\n<li><strong>Europe:<\/strong> Albania, Andorra, Armenia, Aruba, Austria, Azerbaijan, Belarus, Belgium, Bermuda, Bosnia and Herzegovina,<br \/>\nBulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, French Polynesia, Georgia, Germany,<br \/>\nGreece, Greenland, Guadeloupe, Guernsey, Hungary, Ireland, Italy, Jersey, Latvia, Lithuania, Luxembourg, Macedonia,<br \/>\nMalta, Martinique, Republic of Moldova, Monaco, Montenegro, Netherlands, New Caledonia, Norway, Poland, Portugal,<br \/>\nRomania, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Ukraine, United Kingdom<\/li>\n<li><strong>Asia:<\/strong> Australia, Bangladesh, Bhutan, Brunei Darussalam, Cambodia, Cocos (Keeling) Islands, Indonesia, Japan,<br \/>\nKazakhstan, Republic of Korea, Kyrgyzstan, Malaysia, Mongolia, Myanmar, Nauru, Nepal, New Zealand, Philippines,<br \/>\nSamoa, Singapore, Solomon Islands, Sri Lanka, Taiwan, Tajikistan, Thailand, Turkmenistan, Uzbekistan, Vietnam<\/li>\n<li><strong>Latin America:<\/strong> Antigua and Barbuda, Argentina, Bahamas, Barbados, Belize, Bolivia, Brazil, Chile, Colombia, Costa<br \/>\nRica, Cuba, Dominican Republic, Ecuador, El Salvador, Guatemala, Guyana, Haiti, Honduras, Jamaica, Mexico,<br \/>\nNicaragua, Panama, Paraguay, Peru, Trinidad and Tobago, Uruguay, Venezuela<\/li>\n<\/ul>\n<h2 class=\"fake-h1\">Methodology<\/h2>\n<p>\nThe ³Ô¹Ï±¬ÁÏ Pulse Field Trends Report is a quarterly industry benchmark for global and regional healthcare<br \/>\nprofessional (HCP) engagement across the life sciences industry. The findings are based on:<\/p>\n<ul>\n<li>Approximately 600 million annual global field activities captured in <a href=\"https:\/\/www.veeva.com\/eu\/products\/crm-suite\/\">³Ô¹Ï±¬ÁÏ CRM<\/a> and <a href=\"https:\/\/www.veeva.com\/eu\/products\/crm-suite\/engage\/\">³Ô¹Ï±¬ÁÏ CRM Engage<\/a>.<\/li>\n<li>Marketing effectiveness data from <a href=\"https:\/\/www.veeva.com\/products\/marketing-analytics\/\" target=\"_blank\" rel=\"noopener\">³Ô¹Ï±¬ÁÏ Crossix<\/a>. Crossix connects anonymized health data on 300+ million patients to media data to measure the impact of direct-to-consumer and HCP marketing investments in the U.S.<\/li>\n<li>Anonymous patient longitudinal claims data from <a href=\"https:\/\/www.veeva.com\/products\/veeva-compass\/patient\/\" target=\"_blank\" rel=\"noopener\">³Ô¹Ï±¬ÁÏ Compass Patient<\/a> covering dispensed prescriptions, procedures, and diagnoses from 300+ million patients.<\/li>\n<li>4+ million profiles containing publications, clinical trials, conferences, associations, guidelines, grants, payments, social media, news mentions, and patient mix by disease and drug class from <a href=\"https:\/\/www.veeva.com\/eu\/products\/veeva-link\/\">³Ô¹Ï±¬ÁÏ Link Key People<\/a> in 85+ countries and all major therapeutic areas.<\/li>\n<li>Global reference data of HCPs, healthcare organizations, and affiliations from <a href=\"https:\/\/www.veeva.com\/eu\/products\/opendata\/\">³Ô¹Ï±¬ÁÏ OpenData<\/a>, containing addresses, emails, specialties, demographics, and compliance data (license information and industry identifiers) in 100+ countries.<\/li>\n<\/ul>\n<p>\nThe ³Ô¹Ï±¬ÁÏ Pulse Field Trends Report delivers insights that inform the industry and help field teams align their<br \/>\nstrategy to key market trends for improved commercial success. The global ³Ô¹Ï±¬ÁÏ Business Consulting team also<br \/>\nhelps customers inform their strategies using industry benchmarking with ³Ô¹Ï±¬ÁÏ Pulse data.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Trends Improving HCP Engagement and Accelerating Treatment Adoption<\/p>\n","protected":false},"featured_media":82259,"parent":0,"template":"","class_list":["post-82257","resources","type-resources","status-publish","has-post-thumbnail","hentry","resource-html-content-yes","resource-area-20-commercial","resource-area-20-data","resource-area-20-medical","resource-product-20-approved-email","resource-product-20-campaign-manager","resource-product-20-clm","resource-product-20-commercial-content-promomats","resource-product-20-commercial-data-warehouse-nitro","resource-product-20-crm","resource-product-20-medical-crm","resource-product-20-deep-key-account-data-link","resource-product-20-real-time-customer-intelligence-link","resource-product-20-digital-engagement-engage","resource-product-20-events-management","resource-product-20-field-planning-alignments-align-territory-designer","resource-product-20-hcp-access-data","resource-product-20-hq-kol-management-link","resource-product-20-key-account-management","resource-product-20-vault-medcomms","resource-product-20-medical-insights","resource-product-20-vault-medinquiry","resource-product-20-network-mdm","resource-product-20-customer-reference-data-opendata","resource-type-report"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/82257"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/resources"}],"version-history":[{"count":1,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/82257\/revisions"}],"predecessor-version":[{"id":85084,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/82257\/revisions\/85084"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/82259"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=82257"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}