Leading Biotech Empowers Its Field Force with Integrated Insights and Unified Data

Field teams today sit at the center of a data challenge: abundance without clarity. Access to information has never been greater, yet it often arrives fragmented — spread across companion applications and complex dashboards. Sales professionals spend time switching between systems and piecing together insights. For many, the return on investment isn’t clear, and every minute spent navigating data takes time away from customer engagement.

At an industry-leading biotechnology company, the associate director of field force effectiveness recognized this challenge and turned it into an opportunity. “We had access to incredible data, but accessing that data and putting it together in a meaningful way became exhausting,” says the associate director. “We wondered, ‘what if field planning didn’t feel like work and our insights, opportunities, and performance metrics automatically appeared right within our CRM?’”

By implementing Veeva Vault CRM X-Pages, the company achieved exactly that. The associate director and their team consolidated critical data and streamlined field planning, giving productivity and engagement a measurable boost. Today, the field force plans, analyzes, and acts — all within Vault CRM — powered by X-Pages.

Implementation guided by field experience

For the biotech, success with X-Pages began with a focus on field experience. The associate director grounded the project in a deep understanding of field processes to ensure technology would enhance the day-to-day of a sales professional. “It’s critically important in a project like this to start with core stakeholder processes, then allow the technology you implement to wrap around and support the business,” says the associate director. “From day one, we focused the conversation on a singular purpose: empower the sales professionals who need access to this data every day.”

Guided by that principle, the biotech took a close look at how its sales professionals plan customer engagements, where they spend their time, and what information drives their decisions. The associate director says, “We found that our sales team spent a lot of time on planning, made more complex by our data environment. We had 10 different data sources, each important, but none presented data to the field in a unified or accessible way. What was missing was a bird’s-eye view of the data.”

Insights and actionable opportunities front and center

In response, the team reimagined their default X-Pages landing page, creating a command center for field users. “Performance insights, actionable opportunities, and engagement are now front and center. It’s not a landing page that just presents data. It puts a sales professional’s day in motion and creates a consistent starting point for field conversations and planning.”

The feedback has been overwhelmingly positive, with a measurable impact on the workday of the biotech’s field force. “Our sales professionals each saved about 60 minutes a day in their individual planning. They were able to integrate more customers into their day,” says the associate director. “From day one, the field response to our implementation was tremendous. It was outside of anything we anticipated or expected.”

Flexible, multi-level field planning powered by data

To further optimize field planning, the biotech prioritized flexibility. “We wanted to give the field the flexibility to be able to plan at any level,” says the associate director. This meant giving sales professionals the ability to work seamlessly from the territory level down to individual healthcare professionals (HCPs) and accounts. “The team can drill down to HCP-level dashboards while maintaining visibility of the broader territory picture. This multi-level view ensures every decision is informed by a complete, data-driven perspective,” says the associate director.

That same flexibility extends to how X-Pages brings information together. The biotech integrates multiple data sets — claims data, patient support program information, and payer insights — into territory- and HCP-level landing pages, enabling the field to build a complete story of their territory and identify key opportunities. “The flexibility of X-Pages, to integrate multiple sources of data and deliver exactly what we need in a very intuitive way, mirroring the way our sales team works, is what makes this a win, not just for the user, but a win for the organization,” says the associate director.

Increased field motivation and improved self monitoring

The biotech reports that deploying X-Pages has changed conversations, motivated positive behavioral changes, and empowered its field force to take greater ownership of their day and their performance. The associate director says, “Sales professionals have the ability to find their own motivation, identify their own opportunities — not just opportunities tied to patient types or sales performance, but also opportunities to hold themselves accountable to the resources available to them.”

By providing a complete, bird’s-eye view of territory activity — including omnichannel engagement, individual actions, and account-level insights — field teams gained a comprehensive understanding of their territory. “When we implemented X-Pages, we saw a 180 shift,” says the associate director. “Our sales professionals became more connected with their data, their performance, and the opportunities they could identify for targeting.”

As a result, field professionals at the biotech plan more efficiently, spend less time navigating data, and gain the insight needed to expand their reach. “They were able to put all the pieces together,” the associate director explains. “And that drove a huge shift in individual motivation to work with their data, engage with customers, and advance their business.”

Learn how integrated insights and unified data can empower your sales team.