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Veeva Pulse Report: Addressing Content Engagement in Healthcare

Veeva Systems recently released its latest findings in the Veeva Pulse Report, shedding light on the current trends in healthcare engagement. This report indicates a crucial gap in effective content-driven engagement within the healthcare sector, even as the adoption of new treatments continues to rise. The analysis reveals that while artificial intelligence (AI) is speeding up content creation, the true challenge lies in ensuring that the right content is effectively utilized in healthcare settings to enhance treatment initiation and patient outreach.

Key Insights from the Report

The findings serve as a wake-up call for biopharmaceutical companies, particularly regarding how healthcare professionals (HCPs) engage with content. On average, less than half of healthcare interactions utilize the available content, with nearly 80% of approved materials seldom or never being accessed in practice. This disparity suggests a significant disconnect between content creation and actual engagement, posing a barrier to maximizing the potential impact of new treatments.

Kara Hansen, Genentech's Director of Product Management, emphasized that creating increased content volume should not overshadow the necessity for strategic content alignment with business objectives. The goal, she argues, should not be merely to generate more content, but to enhance its relevance and efficacy in supporting HCPs during their decision-making processes.

The Role of AI in Content Engagement

AI's influence in the pharmaceutical sector is undeniable, particularly when it comes to accelerating content production. Reports suggest that it has the potential to reduce content creation costs by 30 to 50% while increasing output by over 20%. Nonetheless, simply producing more content can lead to information overload for already busy HCPs. Instead, leveraging AI to present the most relevant and timely content can facilitate more effective and meaningful conversations with clients.

Aaron Bean, Vice President of Veeva Business Consulting in Europe, remarked on the importance of utilizing AI not just for content generation but to measure effectiveness and track engagement metrics that matter. As teams on the ground seek to improve engagement strategies, the integration of AI tools that pinpoint the right content to deploy at the right moment will yield a competitive advantage.

Engagement Tactics: A Path Forward

The Pulse Report suggests several strategies to increase meaningful engagement:

• - Relevant and Timely Content: Content needs to be closely aligned with the context of conversations with HCPs. Relevant dialogues can potentially double treatment adoption rates and shorten meeting intervals by up to 25%.
• - Actionable Insights: By focusing on critical use cases, teams can facilitate follow-up interactions that are more likely to lead to successful treatment initiatives.
• - Strategy/Narrative Framework: Emerging content strategies should prioritize customer engagement over sheer volume to foster long-term relationships with HCPs.

Conclusion

The Veeva Pulse Report serves as an essential gauge for understanding how well content drives engagement in the healthcare landscape. As the industry grapples with the challenges of harnessing effective communication through content, companies must realign their strategies—prioritizing engagement effectiveness to enhance the overall patient journey and treatment adoption. By evolving how content is created, disseminated, and more critically, utilized, the biopharmaceutical industry can better support healthcare professionals in their roles.

For more insights, visit Veeva Systems and explore the full report and additional resources on content strategies in healthcare.