Data from over 130 million quarterly HCP-field
interactions across 80% of global biotech and pharma companies
unveiled in Veeva Pulse Field Trends Report
Industrywide data shows frequent use of key
digital channels is vital for effective HCP engagement
PLEASANTON, Calif., July 20,
2022 /PRNewswire/ -- Veeva Systems (NYSE: VEEV)
today released exclusive findings on trends and effectiveness of
life sciences industry engagement with healthcare professionals
(HCPs) globally. The Veeva Pulse Field Trends Report
analyzes activity from more than 80% of field reps worldwide and
130 million quarterly field interactions for a comprehensive,
first-ever view into industrywide HCP engagement. New data reveals
that video meetings are three times more effective than in-person
interactions alone and digital leaders are gaining an advantage
using video calls up to three times a week.
Analysis of the data shows frequent use of key digital channels
is vital for effective HCP engagement.
- Video calls increase effectiveness: Engage video
meetings are three times more effective than in-person meetings
alone. Video calls are also longer and richer interactions than
in-person, averaging 21 minutes and content is delivered in 85% of
video meetings compared to only 39% in person.
- Digital is a fundamental part of the mix: While the
industry shifts back to more in-person engagement, nearly 30% of
HCP interactions are through digital channels. Today, field teams
engage 73% in person, 18% through email, 5% over the phone, and 3%
on video calls.
- New HCP "pull" channel emerging: Chat and text is
emerging as HCPs seek an easier, more direct way to reach reps when
it's most convenient or if a more immediate response is needed when
making prescribing decisions and helping patients consider their
options.
- Regional differences appear: In Europe, companies are using digital channels
more often (38% compared to other regions averaging under 20%). The
U.K. is using the most email to reach customers at 43%, compared to
32% for in-person interactions.
"Companies need deep insights into customer preferences and
digital trends in order to develop engagement strategies that have
the greatest impact and ensure they don't fall behind," said
Dan Rizzo, vice president of Veeva
business consulting. "The Veeva Pulse Field Trends Report delivers
critical real-world data on changing HCP and field behaviors and
recommendations for true omnichannel excellence."
About the Veeva Pulse Field Trends
Report
The most comprehensive benchmark of HCP engagement and field
activity across the industry, the Veeva Pulse Field
Trends Report reflects data and insights of more than
80% of field reps worldwide and their 130 million quarterly HCP
engagements. Veeva CRM Standard Metrics provide the basis for the
research and ensure consistent collection and measurement of
engagement KPIs such as channel mix and productivity across
regions, roles, and market segments. The data is indexed by Veeva
quarterly to help companies more effectively benchmark performance
and set the right, actionable goals for continued growth and
impact.
Additional Information
To download a copy of the Veeva Pulse Field Trends
Report, visit: veeva.com/FieldTrends
Learn more about Veeva Business Consulting:
veeva.com/BusinessConsulting
Connect with Veeva on LinkedIn:
linkedin.com/company/veeva-systems
Follow @veevasystems on Twitter: twitter.com/veevasystems
About Veeva Systems
Veeva is the global leader in cloud software for the life
sciences industry. Committed to innovation, product excellence, and
customer success, Veeva serves more than 1,000 customers, ranging
from the world's largest pharmaceutical companies to emerging
biotechs. As a Public Benefit Corporation, Veeva is committed to
balancing the interests of all stakeholders, including customers,
employees, shareholders, and the industries it serves. For more
information, visit veeva.com.
Contact:
Alison Borris
Veeva Systems
925-226-8821
alison.borris@veeva.com
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SOURCE Veeva Systems