Top 20 Biopharma: Optimizing Field Force Deployment and Expanding Reach with CRM Pulse

A leading immunology brand aimed to improve its sales force’s reach to key healthcare professionals (HCPs) and defend its market position. The company’s recent expansion into a new therapeutic area required targeting new HCPs.

Reaching more HCPs without growing the field force

Despite having what they believed were strong target lists, the biopharma faced increasing difficulty in gaining access to HCPs. With a major revenue-generating product nearing the end of its patent life (Loss of Exclusivity or LOE), hiring more sales representatives was not an option. The company required a smart, data-driven way to improve HCP engagement without increasing the size of their sales team and protecting revenue loss.

Targeting based on who the industry reaches, not just who reps see

The biopharma partnered with Veeva to use CRM Pulse, a new product in the Veeva Data Cloud. CRM Pulse provides an industry census on HCP accessibility, based on over 500 million rep interactions logged in Veeva CRM and Vault CRM, with coverage of over 1.4 million HCPs in the US and over 4 million globally. This allowed the company to see beyond their own internal sales data, revealing hidden opportunities and a complete picture of HCP accessibility. CRM Pulse helped the company identify opportunities in three key areas:

• Optimize sales force efforts: By comparing their internal CRM data with industry-wide HCP access insights from CRM Pulse, the company found about 4,000 HCPs that neither their brand nor the broader industry could reach. This insight allowed them to strategically redirect sales reps away from these consistently inaccessible targets to reduce wasted time and make the sales force more efficient.
• Reach new, high-value targets: CRM Pulse identified approximately 400 new HCPs who were previously untargeted by the brand but highly accessible to the industry. These HCPs represent a $260 million growth opportunity, assuming they achieve a 10% script share similar to already reached targets. The sales force was reallocated to engage these high-value, accessible targets.
• Defend existing high-value targets and revenue: Analysis showed about 20,000 existing targets who were regularly contacted by the brand but were also highly accessible to the industry, receiving an average of 25 calls per quarter from the industry. With this information, the company proactively increased sales rep activity to strengthen relationships and maintain their presence with these critical HCPs. This strategy helps protect an estimated $2 billion in revenue by reinforcing their market position.

Optimizing field force deployment

By using an HCP access-driven targeting strategy powered by CRM Pulse, the biopharma achieved significant business results:

• Increased sales force efficiency: Redirecting resources from inaccessible HCPs meant the sales force works more effectively, maximizing their time with reachable targets.
• Unlocked new growth: Identifying and engaging previously untapped, highly accessible HCPs in dermatology and gastroenterology creating a $260 million annual revenue opportunity.
• Protected revenue: Increasing engagement of at-risk, high-value HCPs helps safeguard an estimated $2 billion in revenue.

Driving business value with CRM Pulse

CRM Pulse provides the data-driven insights needed for strategic sales force deployment and targeting in a complex, competitive market. By understanding who the industry reaches, the company can optimize resource allocation to expand into new treatment areas, identify white space, increase revenue, and protect market share, without increasing its sales force.

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