{"id":87065,"date":"2025-08-27T22:52:32","date_gmt":"2025-08-27T20:52:32","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=resources&#038;p=87065"},"modified":"2026-05-14T15:18:17","modified_gmt":"2026-05-14T13:18:17","slug":"veeva-pulse-field-trends-report-2q25","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/veeva-pulse-field-trends-report-2q25\/","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>ol.color li {color: #f46600;font-weight:700!important;}\nol.color li span {color: #01040b;font-weight:400;}<\/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.h1 {\n\tmargin-bottom:30px;\n\tfont-weight:500;\n\tfont-size:26px;\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) {\n.veeva-2024 .content-block__content h2.h1 {\n\t\tmargin-bottom:35px;\n\t\tfont-weight:400;\n\t\tfont-size:36px;\n\t}\n.veeva-2024 .content-block__content h2 {\n\t\tmargin-bottom:30px;\n\t\tfont-weight:500;\n\t\tfont-size:28px;\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 class=\"h1\" data-toc-hidden>It\u2019s Time to Set Shared Medical-Commercial Goals to Accelerate Treatment<\/h2>\n<h2>Measure and reward team collaboration to create a<br \/>\nconnected flow of information and resources<\/h2>\n<p>\nMedical and commercial teams working together are more successful in delivering the scientific<br \/>\ninformation healthcare professionals (HCPs) need to treat patients. <a href=\"\/eu\/resources\/veeva-pulse-field-trends-report-2q24\/\" rel=\"noopener\" target=\"_blank\"><strong>Pulse data<\/strong><\/a> has shown that<br \/>\npre-launch field medical education improves adoption by 50% during the first six months of launch.<br \/>\nThe ability to connect deep, scientific dialogue with the resources and education that commercial<br \/>\npulls through is an impactful combination.\n<\/p>\n<p>\nBut most medical and commercial teams operate in silos. Executives surveyed from top 20<br \/>\nbiopharma organizations stated that the HCP experience across medical and commercial is<br \/>\ndisconnected, inconsistent, and not timely.<sup>1<\/sup>\n<\/p>\n<p>\nAmid shorter commercialization windows and more complex science, HCPs expect a connected flow<br \/>\nof information and resources. Medical and commercial alignment, with a shared set of objectives,<br \/>\nwill deliver an optimal customer experience, ultimately improving patient care.\n<\/p>\n<p>\n\u201cGoing beyond traditional KPIs for medical and commercial teams can release the superpower<br \/>\nthe functions have when working in full sync,\u201d says Andreas Gerloff, director, medical excellence<br \/>\noperations, Daiichi Sankyo Europe GmbH.\n<\/p>\n<p>\nExecutive sponsorship helps functional leaders and teams address silos and compliance concerns.<br \/>\nStart with shared KPIs and then pull through process and incentive changes. A collaborative<br \/>\norganizational structure with a connected data foundation better automates sequencing across<br \/>\nroles for a more cohesive approach that accelerates treatment adoption.\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<p><footnotes><\/p>\n<hr>\n<p>   <sup>1<\/sup> ³Ô¹Ï±¬ÁÏ focus group with biopharma executives, April 2025<br \/>\n<\/footnotes><\/p>\n<h2 class=\"mt-40\">Shared goals accelerate the customer journey;<br \/>\nAI strengthens teaming through connected insights<\/h2>\n<p>\nWhen medical and commercial teams work together to build stakeholder knowledge and trust,<br \/>\nthey accelerate the delivery of information and resources required to help patients (Figure 1).<br \/>\n<strong>Field medical education prior to launch improves treatment adoption by 50%<\/strong>. However, with the<br \/>\ngrowing number of industry challenges \u2014 such as increased therapeutic complexity and shorter<br \/>\nlaunch windows \u2014 most of the industry is struggling to create a connected flow of information for<br \/>\ncustomers across medical and commercial.\n<\/p>\n<h3 class=\"text-center\">Figure 1: Medical education significantly impacts launch success<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/08\/Top-Insights_Figure-2.png\"><\/p>\n<p>\nMisaligned incentives across medical and commercial functions are also a barrier \u2014 very few<br \/>\norganizations have established metrics for jointly serving stakeholders with aligned messages in<br \/>\na coordinated way. By tracking and rewarding compliant handoffs, teams can create shared KPIs<br \/>\nthat promote efficient communication and improve the customer experience.\n<\/p>\n<p>\nHCPs and patients have a better experience when teams align equally to metrics, encouraging<br \/>\ncollaboration and faster exchange of scientific information (Figure 2).\n<\/p>\n<p>\nCreating joint KPIs also sets up AI success to power connected engagement. The entrance of AI has<br \/>\nthe potential to deliver true customer centricity through more automated teaming, surfacing insights<br \/>\nand content where each interaction informs the next.\n<\/p>\n<h3 class=\"text-center\">Figure 2: Shared goals rewarding faster journey progression accelerates treatment<\/h3>\n<p><img decoding=\"async\" class=\"img-responsive m-auto\" alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/08\/Top-Insights-Figure-1-Pulse-Aug-27.png\"><\/p>\n<h2 class=\"mt-40\">71% of leaders say operating models are the main barrier<\/h2>\n<p>\nSeventy-one percent of top 20 biopharma executives say their operating model, not compliance,<br \/>\nprevents effective medical-commercial collaboration.<sup>2<\/sup>\n<\/p>\n<p>\nSetting shared medical-commercial goals to speed scientific exchange and ultimately patient<br \/>\ntreatment requires support from the top. Executive sponsorship is required to steer teams toward<br \/>\njoint goals and clear up misconceptions about compliance firewalls.\n<\/p>\n<p>\n\u201cThere\u2019s very little compliance disallows when measuring medical impact. Every company has<br \/>\npolicies and procedures \u2014 and this is where fear and grayness can creep in,\u201d says Rina Newton,<br \/>\ncompliance consultant and co-founder of Code Clarity. While compliance professionals can help<br \/>\nremove unnecessary hurdles to collaboration and advise on shared KPIs, establishing the culture<br \/>\nand operations that create common objectives falls to the executive level.\n<\/p>\n<h2 class=\"mt-40\">Start with shared goals, then pull through process and<br \/>\nincentive changes<\/h2>\n<p>\nA cultural and operational shift of this size requires time for larger organizations, while smaller<br \/>\nand pre-commercial biopharmas have an opportunity to set up connected models fast and early.<br \/>\nFor both segments, there are key steps to put this into practice.\n<\/p>\n<ol class=\"color\">\n<li><span><strong>Align teams around shared KPIs<\/strong> built around the rate of progression along the customer journey to ultimately benefit patients.<\/span><\/li>\n<li><span><strong>Invest in communication and change management.<\/strong> Place real effort behind helping medical and commercial teams buy into the vision: creating the most efficient customer experience to support patient treatment.<\/span><\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"img-responsive mt-40\" alt=\"\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2025\/08\/Top-Insights_Figure-3-1.png\"><\/p>\n<ol start=\"3\" class=\"color\">\n<li><span><strong>Update legacy processes<\/strong> that hinder collaboration and involve compliance early. Ensure your AI<br \/>\ninvestments are supported by quality data and that teams are trained to use these tools properly<br \/>\nfor a customer-centric approach.<\/span><\/li>\n<li><span><strong>Regularly celebrate early successes<\/strong> with internal communication and meaningful rewards.<br \/>\nOver time, shift the incentive model from sales-based to one that measures customer journey<br \/>\nprogression. This new approach will align incentives with a better customer experience and<br \/>\nserve as a leading indicator of future success.<\/span><\/li>\n<\/ol>\n<p style=\"margin-bottom:25px\">\n<strong>Ensure your medical and commercial teams align to create the impact that<br \/>\nmatters most with <a href=\"\/eu\/services\/business-consulting-services\/\">³Ô¹Ï±¬ÁÏ Business Consulting&#8217;s<\/a> in-depth analysis.<\/strong>\n<\/p>\n<p><footnotes><br \/>\n<sup>2<\/sup>³Ô¹Ï±¬ÁÏ focus group with biopharma executives, April 2025<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 July 2024 and June 2025. ³Ô¹Ï±¬ÁÏ Pulse data is sourced from ³Ô¹Ï±¬ÁÏ\u2019s aggregated CRM activity, including field engagement stats from all instances of ³Ô¹Ï±¬ÁÏ CRM globally. <strong>In this report, comparisons in trending charts are year over year, Q2 2024 to Q2 2025, while non-trending charts contain quarter-over-quarter comparisons, Q1 2025 to Q2 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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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\/08\/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 except 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 href=\"\/products\/marketing-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">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=\"\/products\/veeva-compass\/patient\/\" target=\"_blank\" rel=\"noopener noreferrer\">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>The Q2 2025 Pulse Field Trends Report focuses on measuring and rewarding team collaboration to create a connected flow of information and resources.<\/p>\n","protected":false},"featured_media":86867,"parent":0,"template":"","class_list":["post-87065","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-commercial-content-promomats","resource-type-report"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/87065"}],"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\/87065\/revisions"}],"predecessor-version":[{"id":94152,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/87065\/revisions\/94152"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/86867"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=87065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}