{"id":253890,"date":"2026-02-08T23:47:10","date_gmt":"2026-02-09T04:47:10","guid":{"rendered":"https:\/\/www.veeva.com\/ap\/?p=253890"},"modified":"2026-03-06T11:08:20","modified_gmt":"2026-03-06T16:08:20","slug":"grow-without-growing-how-data-driven-segmentation-and-targeting-is-transforming-pharma-engagement","status":"publish","type":"post","link":"https:\/\/www.veeva.com\/ap\/grow-without-growing-how-data-driven-segmentation-and-targeting-is-transforming-pharma-engagement\/","title":{"rendered":"Grow Without Growing: How Data-Driven Segmentation And Targeting Is Transforming Pharma Engagement"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/ap\/wp-content\/uploads\/2026\/02\/blog253890.jpg\" class=\"alignrightimg1\"\/>Biopharma companies today face a paradox: <em>How do we grow revenue without growing costs? <\/em>With launch investment leaner and later than ever, leadership needs more efficient and more effective growth strategies for in-line brands, while mature products must be leveraged to fuel future innovation.<\/p>\n<p >Veeva understands part of the answer lies in smarter, data-driven segmentation and targeting (S&amp;T) which is why we focussed on this in our recent APAC Commercial Summit in Sydney, Australia, where I had the opportunity to talk to Stan Bilinski, Head of Customer Experience at Eli Lilly Australia. In our session together, we explored how the industry can move beyond traditional approaches to deliver more precise, impactful engagement for their businesses.<\/p>\n<p style='clear:both'><strong>Why the traditional model is breaking down<\/strong><br \/>Biopharma still largely relies on a 70-year-old sales engagement model, first implemented in the 1950s and built around face-to-face interactions. With access to healthcare professionals (HCPs) declining and expectations for personalized, value-added interactions rising, this model is, not surprisingly, under strain.<\/p>\n<p>Compounding this, commercial teams face a growing data overload &mdash; multiple, disconnected sources that sales representatives must manually stitch together to plan calls, emails and other activities. Access and customer engagement is a far more complex exercise than it was at the birth of the modern pharma sales force. The challenge for leadership is clear: <em>How can we deliver effective, growth-focussed engagement, at scale without escalating cost?<\/em><\/p>\n<style>\n<p>@media(min-width:768px){\n.alignrightimg1{\nfloat:right;\nwidth: 25%;\npadding-left:20px;\nmargin-bottom:25px;  \n}\n}\n@media(max-width:767px){\n.alignrightimg1{<\/p>\n<p>width:100%;\nmargin-bottom:15px;\n}\n}<\/p>\n<p>@media(min-width:768px){\n.graphimage{\nfloat:right;\nwidth: 40%;\npadding-left:20px;\nmargin-bottom:25px;        \nmargin-top: -15px;\n}\n.graphimage_m{display:none;}\n}\n@media(max-width:767px){\n.graphimage{\ndisplay:none;\n}\n.graphimage_m{display:block;width:100%;\n        margin-bottom: 40px;\n        margin-top: -30px;}\n}<\/p>\n<\/style>\n<p><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/ap\/wp-content\/uploads\/2026\/02\/Connected-Experience_graphic.png\" class='graphimage'\/><br \/>\n<strong>Creating a more connected experience for HCPs<\/strong><br \/>\nThe answer lies in coordination, where each interaction creates the next opportunity, building a &ldquo;connected experience&rdquo; for the HCP. The data supporting this shift is compelling:<\/p>\n<ul>\n<li><strong>Coordinated Follow-up:<\/strong> A rep call followed by a digital exposure within 10 days is 30% more likely to result in a prescription.<\/li>\n<li><strong>Ad Synergy: <\/strong>HCPs exposed to digital ads within 10 days of a speaker program are 25% more likely to prescribe.<\/li>\n<li><strong>Self-Directed Interaction: <\/strong>HCPs who visit a brand website after a rep visit are 60% more likely to prescribe than those who do not.<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/ap\/wp-content\/uploads\/2026\/02\/Connected-Experience_graphic.png\" class='graphimage_m'\/><\/p>\n<p style='clear:both;'><strong>From &lsquo;who&rsquo; to &lsquo;how&rsquo;: Veeva&rsquo;s data-driven approach<\/strong><br \/>Traditional segmentation and targeting approaches are no longer adequate. A 2024 Veeva survey found that 65% of HCP engagements were not synchronized, despite an abundance of content and channels. Without the right support, biopharma teams cannot reliably meet the evolving HCP needs at scale.&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n<p>To bridge this gap Veeva helps clients move beyond the question of &ldquo;Who do we target?&rdquo; to also solve for &ldquo;How do we engage?&rdquo;. By ensuring sales, marketing, and medical teams provide a tailored channel mix and frequency for each HCP&mdash;using the right content at the right time&mdash;we create actionable engagement plans aligned with both strategy and field force needs.<\/p>\n<p>Importantly this approach doesn&#39;t improve engagement; it drives revenue. Projects typically result in ~20% more growth for reps that adopt Veeva&rsquo;s recommendations vs peer reps using traditional approaches.<\/p>\n<p><strong>The challenge to achieving better segmentation &amp; targeting <\/strong><br \/>Adopting this strategy however requires a fundamental change in mindset, as Stan Bilinski noted during our discussion: technology alone is not enough, the biggest hurdle is rep adoption.<\/p>\n<p>&ldquo;You can have the best data and tech, but if reps do not see the value, any change initiative goes downhill,&rdquo; Bilinski said.<\/p>\n<p>His advice? Treat change management like an omnichannel campaign for the sales force itself. Use an omnichannel approach to <em>sell<\/em> an omnichannel strategy&mdash;repeating the story multiple times through multiple internal channels to reach everyone from early adopters to laggards. Stan also stressed that leadership should segment reps the same way they segment customers, empowering managers to drive specific behavioral changes.<\/p>\n<p><strong>Connected experience as a growth driver<\/strong><br \/>The future of biopharma engagement depends on delivering personalized, relevant, and timely interactions at scale. Achieving this requires more than just leveraging data; it requires a cultural shift toward precision and collaboration.<\/p>\n<p>As Stan emphasized, customer experience will play an increasingly vital role in engendering growth, but change happens slowly. At Veeva, we&rsquo;re committed to helping companies navigate this shift by combining robust data, advanced analytics, and practical strategies to help businesses truly <em>grow without growing<\/em>.<\/p>\n<p>Discover how Veeva Business Consulting, powered by Veeva Data Cloud, can help you achieve accurate segmentation, better targeting, and smarter connected engagement strategies. <a href=\"https:\/\/www.veeva.com\/products\/opendata\/\" target=\"_blank\" rel=\"noopener\" style='color: #f8991d;'>Learn more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Biopharma companies today face a paradox: How do we grow revenue without growing costs? With launch investment leaner and later than ever&#8230;<\/p>\n","protected":false},"author":243,"featured_media":252141,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-253890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","blog-area-commercial","blog-product-data"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/posts\/253890"}],"collection":[{"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/users\/243"}],"replies":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/comments?post=253890"}],"version-history":[{"count":14,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/posts\/253890\/revisions"}],"predecessor-version":[{"id":253893,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/posts\/253890\/revisions\/253893"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/media\/252141"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/media?parent=253890"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/categories?post=253890"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.veeva.com\/ap\/wp-json\/wp\/v2\/tags?post=253890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}