AI-Driven Profilling and Targeting for Smarter Engagement

Veeva Ultra HCP is an AI-driven HCP intelligence platform built on Veeva OpenData’s 5 million HCP master data records.

• It supports commercial decision-making across the following dimensions: Evidence-based AI ratings: Deep integration of China-specific clinical trial data and medical guidelines ensures all academic influence ratings are grounded in traceable, objective facts—delivering results that are auditable, and explainable.

• Academic network visualization: Intuitive physician collaboration network mapping helps commercial teams quickly identify core academic structures and key influence nodes within target therapeutic areas.

• Weekly dynamic updates: Supports the shift from annual reviews to weekly strategy adjustments, maintaining responsiveness during product launches or periods of rapid change in a therapeutic area.

There is a fundamental difference in the underlying logic between the two:

• General-purpose LLMs: Based on probabilistic correlation prediction, the generated content cannot be anchored to specific factual sources. For questions such as “Which HCP has core academic influence in a certain field of Indications,” it is essentially a probabilistic guess, which is untraceable and unauditable.

• Veeva Ultra HCP (Evidence-based Intelligence): All academic influence ratings are anchored to traceable objective facts—Clinical Trial participation records, academic literature output, participation in domestic Chinese medical guidelines, etc., and each rating’s Suggestions can provide a complete data traceability path.

In pharmaceutical commercial operations, explainable and auditable evidence is a prerequisite for internal compliance review and management decision-making. Probabilistic AI outputs cannot meet this standard.

When entering a new therapeutic area, companies face two typical dilemmas: insufficient coverage of new Indications by internal historical data, and the limited perspective inherent in the subjective experience-based judgments of frontline teams. Ultra HCP provides solutions across the following dimensions:

• Comprehensive coverage: Performs a deep indication-level scan across 5 million master data records—not just the partial sample available in historical CRM data—surfacing HCPs that internal data would miss.

• Evidence-based ratings: Deep integration of clinical trial data and medical guidelines enables rapid AI-driven identification of key academic experts and high-potential HCPs in the target area, establishing an objective S&T baseline from the outset.

• Network insights: Clearly maps academic collaboration networks within the target area, helping teams account for the influence reach of key opinion leaders when building target lists.

• Dynamic tracking: Weekly updates ensure target lists always reflect the latest academic landscape—critical during launch windows when the field moves quickly.

Both are part of the Veeva Data Cloud, serving different teams and use cases:

• Veeva Link is a global KOL intelligence and medical affairs workflow platform covering 85+ countries. It serves Medical Affairs teams with comprehensive KOL profiles—publications, conferences, clinical trials, social media activity—for scientific exchange preparation and KOL relationship management. Learn more at veeva.com/products/veeva-link/

• Veeva Ultra HCP is purpose-built for commercial teams in China. Built on a 5 million local master data foundation and China-specific clinical facts, it delivers AI-driven customer segmentation and targeting (S&T) support for Commercial Excellence, marketing, and field academic engagement planning.

How they work together: For multinational companies operating in China, Link supports global Medical Affairs KOL management, while Ultra HCP provides the China-specific commercial segmentation layer on top. The two share a common data architecture and can be used seamlessly in combination.

Veeva Ultra HCP operates on a weekly update cycle, delivering deep academic profiles and AI ratings built on a 5 million HCP master data foundation.

The value of weekly updates lies in capturing subtle shifts in an expert’s publication output, conference activity, and field presence—supporting the shift from annual planning cycles to weekly, data-driven strategy adjustments. In therapeutic areas with rapid new drug launches or fast-changing competitive landscapes, this update frequency can significantly enhance the responsiveness of academic strategy.

Ultra HCP’s academic influence scores are based on objectively verifiable dimensions—including professional affiliations, academic output, and industry engagement—dynamically assessed through AI algorithms to evaluate a physician’s influence in a specific therapeutic area.

All scoring dimensions are derived from traceable, external, objective facts—not subjective assessments or probabilistic predictions—ensuring results that are auditable and explainable. Enterprises can customize the weights of each dimension based on the business needs of specific Indications.

Ultra HCP is designed to meet the following compliance requirements:

• Compliant data sourcing: All underlying data is sourced from compliant, publicly available channels, processed entirely within China with no cross-border data transfer.

• Data scope: Academic and clinical data used for AI ratings covers professional attributes only—publication output, conference participation, and similar—with no patient medical records or personal health data involved.

• Compliant use cases: Veeva Ultra HCP is positioned as a tool for academic engagement strategy support. It is not used to track or profile physician prescribing behavior, and does not involve prescription data.

Veeva can provide complete data compliance documentation to support internal legal and compliance review.