Improve Segmentation and Targeting with True Industry Access Data: CRM Pulse at
Commercial Summit

May 28, 2025 | Ankit Prasad

Data shows that HCP access has declined in recent years, making effective segmentation and targeting more important than ever. Yet, many biopharmas still struggle to answer these key questions:

• Which healthcare professionals (HCPs) are actively engaging with the industry, not just with my brand?
• Where is my field force missing opportunities to engage accessible HCPs?
• How does my HCP access compare to the market, across specialties and channels?

Visibility into this type of access data drives smarter engagement, whether finding overlooked HCPs or optimizing field time. For one biopharma, uncovering 7,000 new HCP targets unlocked a $72 million annual revenue opportunity and paved the way for faster treatment starts.

This year, Veeva Commercial Summit emphasized the importance of leveraging flexible, intelligent data to navigate life sciences’ complex customer landscape. Without clear visibility into HCP access, commercial teams risk missing opportunities or misallocating resources. Here are four Summit takeaways to keep in mind.

1. Your CRM only shows part of the picture

Traditional segmentation relies heavily on prescribing behavior and internal CRM activity, but industry access is the missing piece. CRM Pulse reveals a broader, industry-level view of HCP access based on more than 500 million CRM interactions globally. This data fills critical blind spots in segmentation and territory design, especially when HCPs appear “no-see” based on your CRM but are, in fact, accessible to others.

2. Enhance existing inputs to drive smarter engagement

CRM Pulse doesn’t replace traditional data inputs like prescribing potential — it complements them. When layered together, access and potential enable a more effective way to find, prioritize, and engage HCP targets.

Biopharma companies are using CRM Pulse data across three tiers of value:

• Foundational: Understand industry access to improve field productivity. Identify high-access HCPs you’re missing, investigate low-access targets, and combine access with prescribing data to uncover high-potential opportunities.
• Strategic: Use HCP access data as a new input for resource planning. Align rep effort with real accessibility to balance workloads and redesign territories. Balance investments in personal and non-personal promotion to maximize returns.
• Transformative: Next Best Action and Generative AI are transforming how commercial teams engage with HCPs. Pulse provides a unique, clean, and structured dataset that enhances large language model (LLM) performance by incorporating real-world HCP access data.

3. Built to scale across the enterprise

Key enhancements coming to CRM Pulse include:

• Expanded global coverage (21 countries today, with 13 more coming in 2026).
• Automatic data delivery to your warehouse or analytics platform (starting with S3/SFTP/CRM).
• Deeper integration with Vault CRM, including territory alignment, call planning, and CRM bot.

Dan Kallman, vice president of product management for Veeva CRM Pulse, says, “Pulse can provide immediate value across your brands. It’s also a product that will appreciate over time.”

4. Connected data and software help find patients faster

In the Data Cloud keynote, Veeva leaders outlined a clear vision: improving patient outcomes means finding and engaging patients earlier. That requires connected data and software to find and prioritize the HCPs who can reach those patients.

CRM Pulse delivers industry access data so field, marketing, and analytics teams can act faster and smarter.

In one customer example, layering CRM Pulse with Compass Prescriber unlocked 7,000 new HCP targets, 100 of which had high prescribing potential and high access. The projected revenue opportunity is up to $72 million annually.

CRM Pulse gives field teams faster and more precise HCP targeting to improve segmentation strategies and prepare for new launches. From finding overlooked HCPs, optimizing field force time, or training AI, access data helps biopharmas reach more patients and get them on treatment faster. To see how CRM Pulse could power your next planning cycle, connect with me on email ankit.prasad@veeva.com or LinkedIn.