Introducing Veeva’s Content Engagement Survey

Better Sales Performance through Predictive Insights

When you see declining sales performance data, it can be difficult to know why it’s happening – and even harder to course correct. To make sure your sales team is set up for success, sales leaders need insight into the strength of relationships between sales reps and HCPs.

Many biopharmas measure this through productivity data, such as the number of engagements or emails sent. But what if you could go back even further to understand your field team’s level of engagement, even before you measure productivity?

Measuring field team engagement with your content can be an early warning sign for overall engagement. This is because field-delivered content plays a strong role in the relationship between reps and HCPs – leaders have 4x greater content use than laggards.

Understand what content your field force values

Biopharmas invest a lot of time and resources in content creation, but recent Veeva Pulse data shows that 77% of content is never or rarely used. The Content Engagement Survey is a quick, anonymous survey that measures your field team’s overall engagement level with your company’s marketing content. Are you creating the right content? Too much, or too little?

The Content Engagement Survey measures:

• Overall sentiment
• Quality of content
• Ease of access
• Channel appropriateness
• Coaching and training gaps

The survey can be deployed quarterly and captures content engagement at the national and district level, across role types, and with brand teams. The results are benchmarked to industry standards to gauge your organization’s engagement position within the industry.

From predictions to prescriptions

The Content Engagement Survey can help you identify field force engagement issues with your content library proactively — before they impact productivity. Most importantly, you get advice for how to fix it. Veeva’s Business Consulting team helps you use Veeva CRM and Veeva Pulse to make recommendations based on survey results that you can implement before they impact sales performance. For example, if content is difficult to find, Business Consulting can advise on a strategy for how to better tag and organize content to make the rep’s job easier.

Contact Business Consulting Services to learn more about Veeva’s Content Engagement Survey.