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Improving Patient Outcomes with Connected Data: Key Insights from Commercial Summit 2025
May 28, 2025 | Cody Bunce
May 28, 2025 | Cody Bunce
A top 20 biopharma with a specific brand in rare disease identified 3,000 new HCP targets. Engaging with these targets led to an incremental 7% net-new patient starts and returned an 8x ROI in just six months. This is just one of the many stories shared at Veeva’s recent Commercial Summit about successfully using connected software, data, and CRM integration to improve patient outcomes.
As industry leaders continue to navigate a complex customer landscape, connected systems are becoming essential for sharing data, KPIs, and workflows across sales, marketing, and medical to drive efficiency and customer centricity.
Combining different types of data — reference, patient, prescriber, and HCP access and engagement — is helping biopharmas find new HCP targets and get the right treatments to the right patients at the right time. Moving away from a legacy data model to modern projected data provides a more complete view of the market — not only patients treated with orals in the traditional retail route but also medical administered therapies in-office. This more complete picture of how patients are currently being treated helps refine segmentation and targeting efforts and improve customer centricity and productivity. Here are some key takeaways from our data sessions:
Improving patient outcomes requires precise segmentation and targeting
To gain full visibility into the market, organizations need to go beyond the traditional retail view as products and treatments have multi-indication uses, are used as part of a regime of care, and are administered at infusion centers and in-office settings. This requires more precise segmentation and targeting.
For example, a company using legacy data had significant gaps in visibility due to institutional purchasing and specialty pharmacy blockages. By using Compass Prescriber, which includes projected data for both prescriptions and procedures, the team increased new HCP targets up to 40%. They then overlaid HCP access and engagement data with CRM Pulse to see if the HCPs were highly accessible to refine their segmentation and targeting.
The graphic below demonstrates the results of combining both data sets and the insights and actions that can be generated from doing so.
The combination of prescriber and HCP access data translated into 7,000 net new targets – with 100 of those HCPs meeting the criteria of high potential and high accessibility. Having complete visibility can result in significant impact to topline revenue. Just a 5% increase in market share can drive $6M in potential revenue, as shown below, accelerating revenue and ROI.
A volatile data landscape requires a trusted data partner
Over the past year, unexpected market events like the Change Healthcare data breach limited or severely diminished availability of foundational data sets. These events impacted legacy data models, in particular, which were slow and inflexible and struggled to adapt to the changing landscape. In a recent poll of executives at a Veeva event, 96% agreed that the data landscape will continue to be volatile for the foreseeable future.
As the data landscape continues to evolve, selecting a trusted data partner is critical. Criteria for a high-quality, privacy-safe data partner includes one that:
- Designs their data network strategically, and intentionally, with data proximity and direct relationships at their core.
- Leverages purpose-built, privacy-safe technology, deployed at coverage entities, enabling higher quality and greater visibility.
- Builds with overlap and redundancy, helping to validate signals, drive longitudinally, and minimize gaps as the market evolves.
Data quality is just as important as data quantity
In the rare disease space, where data may be limited, data quality is increasing in importance. A biotech that focuses on global gene therapy shared how high-quality data helps their market access team make fast, accurate decisions.
For example, better understanding the medical and pharmacy events in a patient’s life provides deeper visibility into challenges patients face in accessing treatment. When do these challenges surface within the treatment pathway? What are the specific hurdles patients face in accessing treatment? The depth of view allows the commercial teams to negotiate with payers and be more precise on prioritization and messaging. Also these insights allow the commercial team to better prioritize treatment centers and where to focus education efforts. As the market shifts and changes, unlimited access to quality data allows the biotech team to adjust accordingly; rather than having to go back and forth with vendors and losing time. This engagement model improves not only operational efficiency but ultimately speeds up patient access to treatment.
A modern, integrated approach to data helps quickly identify the right HCPs at the right time, tailor engagement strategies with speed, and drive more meaningful interactions for successful patient outcomes.