Veeva Pulse Report: Challenges in Content-Driven HCP Engagement and Treatment Adoption

In the latest Veeva Pulse Field Trends Report released by Veeva Systems (NYSE: VEEV), new insights reveal a troubling disconnect between the generation of healthcare content and its practical use in engaging healthcare professionals (HCPs). Despite the significant role that effective content-driven engagement plays in enhancing treatment adoption rates, the actual deployment in the field remains frustratingly low.

The report notes that HCP engagement facilitated by relevant content more than doubles the likelihood of new treatment adoption. However, field teams are leveraging content in less than 50% of their interactions, indicating that even when valuable resources are available, they are not being utilized effectively. Alarmingly, nearly 80% of the material approved for use goes unseen or is rarely deployed in meetings with HCPs.

The Role of AI in Healthcare Content

While advancements in AI technology expedite the production of healthcare content, the report underscores that the mere act of content creation isn't sufficient to drive treatment adoption. Instead of concentrating on merely increasing the volume of content, it's crucial to prioritize the quality and relevance of the material presented to HCPs. Personalized, context-driven content can enhance customer conversations but should align with broader business objectives.

Kara Hansen, Director of Product Management at Genentech, emphasizes that creating more content 'doesn't always mean you should.' There is a strong need for strategic content that serves business goals rather than merely increasing the content pipeline.

Engagement Over Creation

Another critical finding from the report is the disparity between content creation and effective field execution. While generative AI can reduce costs by 30-50% and speed up production by over 20%, it can also contribute to overwhelming HCPs with a surplus of information. By focusing on engagement applications and employing AI to determine the most impactful content at pivotal moments, organizations can facilitate more meaningful discussions and foster a stronger connection with healthcare professionals.

Data analyses from Veeva Pulse show that when timely and pertinent content is shared, discussions can be extended, and the period between meetings can be reduced by up to 25%. This diminishes the time lapse between HCP interactions and raises the probability of follow-up conversations by about 20%.

The Shift Toward Effectiveness

As the landscape of healthcare continues to evolve with technology advances, the emphasis must shift from quantity to quality of content. According to Aaron Bean, Vice President of Veeva Business Consulting Europe, the focus is anticipated to move toward evaluating which types of content genuinely demonstrate efficacy in enhancing HCP engagement and catalyzing treatment adoption.

Harnessing the full potential of AI will empower field teams to activate impactful content precisely when needed, enabling them to align their content strategy effectively with execution efforts. This recalibration can lead to more sustained and relevant interactions with HCPs, changing the way treatments are adopted across networks.

Understanding the Veeva Pulse Field Trends Report

The Veeva Pulse Field Trends Report serves as an invaluable industry benchmark of HCP engagement, analyzing more than 600 million HCP interactions annually from over 80% of commercial biopharma teams worldwide. The ongoing research, compiled from real-time transactional data in Veeva CRM, provides critical insights into engagement activities within the life sciences sector, enabling companies to accurately assess performance and set actionable goals for continued growth and impact.

For additional information about the Veeva Pulse Field Trends Report, visit veeva.com/eu/FieldTrends and learn more about Veeva’s business consulting at veeva.com/BusinessConsulting. Veeva Systems is the global leader in cloud software for the life sciences industry, serving over 1,000 customers from major biopharmaceutical companies to emerging biotechs.

Summary

In summary, as the pharmaceutical landscape evolves with technologies like AI, the focus must come back to the quality of HCP engagement rather than just increasing content creation. Effective utilization of AI tools can propel the right content into engaging healthcare discussions, ultimately leading to better treatment adoption rates and improved patient outcomes.