{"id":84661,"date":"2025-05-29T12:59:56","date_gmt":"2025-05-29T10:59:56","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=resources&#038;p=84661"},"modified":"2025-12-03T16:22:53","modified_gmt":"2025-12-03T15:22:53","slug":"veeva-pulse-field-trends-report-1q25","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-1q25\/","title":{"rendered":"³Ô¹Ï±¬ÁÏ Pulse Field Trends Report"},"content":{"rendered":"<style>\n.veeva-2024 .orange {\ncolor:#f5670e;font-size:18px;\n}\n.veeva-2024 .content-block__content .h3, .veeva-2024 .content-block__content h3 {\n\tfont-size: 20px;\n\tline-height: 26px;\n\tmargin-top: 35px;\n\tmargin-bottom: 20px;\n\tfont-weight:500;\n}<\/p>\n<p>.veeva-2024 .content-block .img-responsive {\ndisplay: block;\nheight: auto;\nmargin-left: auto;\nmargin-right: auto;\nmax-width: 100%;\npadding: 0;\nmargin-bottom:30px!important;\n}<\/p>\n<p>.veeva-2024 .content-block__content p.pulse-sub {\n\tfont-size:17px;\n\tline-height:24px;\n}\n.veeva-2024 .content-block__content p.pulse-sub span {\n\tdisplay:block;\n\tfont-weight:600;\n}\n.veeva-2024 .content-block__content hr {\n\tmargin-top: 50px;\n\tmargin-bottom: 15px;\n\tborder: 0;\n\tborder-top: 2px solid #afafaf;\n}\n.veeva-2024 .content-block__content hr.divide {\n\tmargin-top: 50px;\n\tmargin-bottom: 40px;\n\tborder: 0;\n\tborder-top: 1px solid #ccc;\n}\n.veeva-2024 .content-block__content h2 {\n\tmargin-bottom:30px;\n\tfont-weight:500;\n\tfont-size:22px;\n}<\/p>\n<p>@media (min-width: 767px) {<\/p>\n<p>.veeva-2024 .content-block__content h2 {\n\t\tmargin-bottom:35px;\n\t\tfont-weight:400;\n\t\tfont-size:36px;\n\t}\n.veeva-2024 .content-block__content p.pulse-sub {\n\tfont-size:22px;\n\tline-height:30px;\n}\n}<\/p>\n<\/style>\n<h2>Engagement, Not Creation, Is the Top Content Goal<\/h2>\n<p style=\"margin-top:30px;margin-bottom:5px;\">\n<strong class=\"orange\">\u201cSomewhere in all of that underutilized content is information that will move the needle for HCPs<br \/>\nand patients.\u201d<\/strong>\n<\/p>\n<p style=\"margin-bottom:30px\">\n<strong>\u2014 John Postley<\/strong>, Senior Associate Director of Content Strategy and Impact, Boehringer Ingelheim\n<\/p>\n<p>\nAdvancements in AI are generating excitement about creating more personalized content at a faster rate. The industry\u2019s<br \/>\noutput rises yearly, a trajectory expected to intensify with the emerging technology.\n<\/p>\n<p>\nHowever, there\u2019s a disparity between the investment and enthusiasm in creating more content and the efforts to<br \/>\nmeasure and use what moves the needle the most. ³Ô¹Ï±¬ÁÏ Pulse Field Trends data demonstrates that effective content<br \/>\nusage drastically improves treatment adoption and boosts access. Yet, few biopharmas have successfully ramped up<br \/>\nusage to a consistently higher rate. Field teams still share material in fewer than half of customer interactions.\n<\/p>\n<p>\n\u201cWe want to better understand what the field is using, how they use it, and how we can get closer to a 90 or 100%<br \/>\nusage,\u201d says John Postley, senior associate director of content strategy and impact at Boehringer Ingelheim.\n<\/p>\n<p>\nApplying AI with engagement as the goal, not just content creation, can help create the right material more efficiently<br \/>\nand surface deeply contextual content with opportunities for the field to use it. Ultimately, the approach will activate<br \/>\ninformation with the greatest impact in the moment of need.\n<\/p>\n<div class=\"text-left\" style=\"margin-top:20px;\">\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<hr>\n<h2 class=\"mt-40\">Despite doubling patient starts and improving access,<br \/>\ncontent usage remains below 50%<\/h2>\n<p>\n³Ô¹Ï±¬ÁÏ Pulse Field Trends data since 2022 demonstrates that HCP engagements with shared content<br \/>\nresult in more than double the new patient treatment starts. Using the right content also extends<br \/>\nconversations, moves customers along their journey, shortens the time between meetings by up to 25%,<br \/>\nand increases the likelihood of a follow-up by up to 20% (Figure 1).\n<\/p>\n<h3 class=\"text-center\">Figure 1: Benefits of relevant and timely content-sharing<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Top-Insights_Figure-1.png\"><\/p>\n<p>\nDespite the proven effectiveness, there is a clear disconnect between content creation strategies and<br \/>\nfield execution. Field teams continue to struggle to leverage content, using it in less than 50% of meetings.<br \/>\nAnd nearly 80% of approved content is rarely or never shared with customers.<sup>1<\/sup>\n<\/p>\n<h3 class=\"text-center\">Figure 2: Percentage of engagements using content<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Top-Insights_Figure-2.png\"><\/p>\n<h2 class=\"mt-40\">Engagement is the right metric, not content creation<\/h2>\n<p style=\"margin-top:30px;margin-bottom:5px;\">\n<strong class=\"orange\">\u201cJust because you can create more content doesn\u2019t always mean you should. Your content<br \/>\nstrategy should be in service of your business goals. While personalized content can help achieve<br \/>\nthose goals, greater content volume is a side effect, not the goal.\u201d<\/strong>\n<\/p>\n<p style=\"margin-bottom:30px\">\n<strong>\u2014 Kara Hansen<\/strong>, Director of Product Management, Content, and Digital Asset Management, Genentech\n<\/p>\n<p>\nNew technology, such as GenAI and review automation, has created buzz for its ability to create more<br \/>\ncontent faster. Studies show AI could reduce content creation costs by 30-50% and accelerate<br \/>\nproduction speed by more than 20%.<sup>2<\/sup> While this potential is impressive and will be helpful, biopharmas<br \/>\nmust focus their efforts on effective and practical content to avoid creating more noise for HCPs already<br \/>\ncontending with a great deal of information.\n<\/p>\n<p>\nWith prioritization on engagement use cases, AI can surface the most relevant assets in the moment of<br \/>\nneed to build on prior interactions with an HCP. AI can connect the dots across previous engagements<br \/>\nand treatment inflection points to provide the context required to understand and deliver the most<br \/>\nhelpful information. Simply providing more content exacerbates the problem, as the typical engagement<br \/>\nuses fewer than four slides.\n<\/p>\n<p>\nAchieving these goals requires aligning the content strategy with field execution tactics. Feeding data<br \/>\nand insights from the field to marketing can help refine the approach and inform the next creation round.\n<\/p>\n<p><img decoding=\"async\" class=\"img-responsive mt-40\" alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Top-Insights_Figure-3.png\"><\/p>\n<h2 class=\"mt-40\">Steps to stay focused on engagement<\/h2>\n<p>\nOrganizations can take practical next steps to increase engagement with content. While AI has shown<br \/>\npotential for creating content and orchestrating engagement, it requires alignment of people, processes,<br \/>\ndata, and capabilities to deliver personalization when it matters.\n<\/p>\n<p>Key areas of continuous focus include:<\/p>\n<ul>\n<li> Establishing clear and measurable goals within AI investments that align to advancing HCPs along the customer journey<\/li>\n<li> Incentivizing behaviors that support connected engagement across sales, marketing, and medical<\/li>\n<li> Training the field with a focus on AI adoption that supports content engagement<\/li>\n<li> Using engagement and impact data to iterate content strategy and inform future creation<\/li>\n<\/ul>\n<p style=\"margin-bottom:25px\">\n<strong>Connect with <a href=\"\/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<p><footnotes><br \/>\n<sup>1<\/sup>³Ô¹Ï±¬ÁÏ Pulse Field Trends Report, Q4 2023<br \/>\n<sup>2<\/sup> Generative AI in the pharmaceutical industry: Moving from hype to reality, McKinsey &#038; Company, Jan. 2024<br \/>\n<\/footnotes><\/p>\n<hr class=\"divide\">\n<h2 class=\"mt-40\" style=\"text-align:center\">Global and Regional Trends<\/h2>\n<p>This report highlights global and regional field engagement trends from ³Ô¹Ï±¬ÁÏ Pulse data gathered between January<br \/>\n2024 and March 2025. ³Ô¹Ï±¬ÁÏ Pulse data is sourced from ³Ô¹Ï±¬ÁÏ\u2019s aggregated CRM activity, including field engagement<br \/>\nstats from all instances of ³Ô¹Ï±¬ÁÏ CRM globally. <strong>In this report, comparisons in trending charts are year over year, Q1<br \/>\n2024 to Q1 2025, while non-trending charts contain quarter-over-quarter comparisons, Q4 2024 to Q1 2025.<\/strong><\/p>\n<div style=\"position:relative;\">\n  <a id=\"Global\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2 class=\"mt-40\">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\/05\/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\/05\/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\/05\/Figure-3-Activity-by-Region-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 4: Approved email volume, global<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-4-Approved-Email-Volume-Global.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 5: 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\/05\/Figure-5-Content-Usage-by-Channel-Global.png?v=1.0\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 6: 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\/05\/Figure-6-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 style=\"position:relative;\">\n  <a id=\"US\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2 class=\"mt-40\">U.S. market trends<\/h2>\n<h3 class=\"text-center\">Figure 7: 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\/05\/Figure-7-Channel-Mix-Evolution-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 8: Channel mix, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-8-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 9: Activity, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-9-Activity-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 10: Approved email volume, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-10-Approved-Email-Volume-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 11: Content usage by channel, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-11-Content-Usage-by-Channel-US.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 12: ³Ô¹Ï±¬ÁÏ CRM Engage meeting duration, U.S.<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-12-Meeting-Duration-US.png\" alt=\"\" \/><\/p>\n<div style=\"position:relative;\">\n  <a id=\"Europe\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2 class=\"mt-40\">Europe market trends <\/h2>\n<h3 class=\"text-center\">Figure 13: Channel mix evolution, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-13-Channel-Mix-Evolution-Europe.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 14: Channel mix, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-14-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 15: Activity by country, EU5<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-15-Activity-by-Region-EU5.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 16: Approved email volume, Europe<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-16-Approved-Email-Volume-Europe.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 17: 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\/05\/Figure-17-Content-Usage-by-Channel-Europe.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 18: 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\/05\/Figure-18-Meeting-Duration-Europe.png\" alt=\"\" \/><\/p>\n<div style=\"position:relative;\">\n  <a id=\"Asia\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2 class=\"mt-40\">Asia market trends<\/h2>\n<h3 class=\"text-center\">Figure 19: Channel mix evolution, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-19-Channel-Mix-Evolution-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 20: Channel mix, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-20-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 21: Activity by country, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-21-Activity-by-Region-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 22: Approved email volume, Asia<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-22-Approved-Email-Volume-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 23: 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\/05\/Figure-23-Content-Usage-by-Channel-APAC.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 24: 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\/05\/Figure-24-Meeting-Duration-APAC.png\" alt=\"\" \/><\/p>\n<div style=\"position:relative;\">\n  <a id=\"Latam\" style=\"position: absolute;top: -200px;\"><\/a>\n<\/div>\n<h2 class=\"mt-40\">Latin America market trends<\/h2>\n<h3 class=\"text-center\">Figure 25: 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\/05\/Figure-25-Channel-Mix-Evolution-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 26: Channel mix, Latin America<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/05\/Figure-26-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 27: 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\/05\/Figure-27-Activity-by-Counry-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 28: 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\/05\/Figure-28-Approved-Email-Volume-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 29: 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\/05\/Figure-29-Content-Usage-by-Channel-LATAM.png\" alt=\"\" \/><\/p>\n<h3 class=\"text-center\">Figure 30: 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\/05\/Figure-30-Meeting-Duration-LATAM.png\" alt=\"\" \/><\/p>\n<hr class=\"mb-0\" style=\"border-top: 4px solid #444;\">\n<h2 class=\"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>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=\"mt-40\">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=\"\/eu\/products\/crm-suite\/\">³Ô¹Ï±¬ÁÏ CRM<\/a> and <a href=\"\/eu\/products\/crm-suite\/engage\/\">³Ô¹Ï±¬ÁÏ CRM Engage<\/a>.<\/li>\n<li>Marketing effectiveness data from <a target=\"_blank\" href=\"https:\/\/www.veeva.com\/products\/marketing-analytics\/\" 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 target=\"_blank\" href=\"https:\/\/www.veeva.com\/products\/veeva-compass\/patient\/\" 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=\"\/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=\"\/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>Prioritizing content engagement over creation will give biopharmas an edge in delivering information with the greatest impact as AI creates more content.<\/p>\n","protected":false},"featured_media":84662,"parent":0,"template":"","class_list":["post-84661","resources","type-resources","status-publish","has-post-thumbnail","hentry","resource-html-content-yes","resource-area-20-commercial","resource-product-20-commercial-content-promomats","resource-type-report"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/84661"}],"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\/84661\/revisions"}],"predecessor-version":[{"id":84663,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/84661\/revisions\/84663"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/84662"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=84661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}