To achieve commercial excellence, you need software, data, and consulting that all work together. You can then build a complete picture of the customer, shape strategy based on real-time rep feedback and engagement insights, and drive coordinated conversations with that customer.
Life sciences companies need to evolve their models to thrive in a shifting landscape. By connecting their technology, content, and data across sales, marketing, and medical, organizations can deliver consistent, personalized experiences across all channels and drive effective omnichannel customer engagement.
To build a foundation for commercial excellence, consider the following strategies:
- Unify your commercial foundation: Connect sales, marketing, and medical teams through integrated technology and shared data.
- Build a complete customer view: Combine CRM data, engagement insights, and field feedback to understand healthcare professionals in real time.
- Turn insights into action: Use data and rep intelligence to refine targeting, messaging, and channel strategy.
- Deliver coordinated omnichannel engagement: Align field and digital interactions to provide consistent, personalized experiences across every touchpoint.
- Continuously optimize performance: Use analytics and strategic guidance to adapt quickly, improve execution, and sustain commercial excellence.
The shift to precision medicines impacts everything pharma companies do, from how they go to market, to which data sets they need. Physical access is also declining as medicines become more complex, while access to MSLs and reps with scientific expertise has growing importance. The focus on scientific experts, thought leaders, and reimbursement results in a wider ecosystem than just the healthcare professionals.
For many life sciences companies, digital engagement has strengthened existing relationships with healthcare professionals and expanded access to those who were previously difficult to reach. But an inadequate omnichannel strategy and plan could limit your sales potential and negatively impact the HCP experience.
A connected platform of software and data breaks down silos by providing a single source of truth across sales, marketing, and medical. This ensures all teams act on the same customer insights, accelerating execution and ensuring a consistent customer experience across every channel and touchpoint.
Whether you’re scaling an existing initiative or seeking a new digital strategy for your organization, consider the following steps to start your digital transformation:
- Assess your current state: Evaluate your commercial model, technology, and engagement approach to identify gaps and opportunities.
- Benchmark against peers: Use insights to understand how field teams and healthcare professionals interact across channels and how your organization compares. Veeva HCP 360 Trends Report provides unique insights into global and country-specific trends for omnichannel field engagement.
- Define your strategy: Outline your engagement model across sales, marketing, and medical, and determine how customers should experience interactions across channels.
- Establish governance and priorities: Align teams on ownership, decision-making, and the key initiatives that will drive change.
- Operationalize and optimize: Implement the strategy with connected technology, data, and content. Continuously refine engagement based on insights and feedback.
Veeva AI improves commercial productivity by deploying highly specialized AI agents — such as the Pre-call Agent, Free Text agent, Media Agent, and Voice Agent — directly into industry-specific applications and workflows. By automating administrative tasks and analyzing data in real-time, AI agents allow sales and medical teams to focus on high-value HCP interactions. Veeva estimates 20% AI-driven productivity gains by 2030, helping the industry bring better medicines to more patients faster.
Veeva AI is live, deployed, and transformative. The best place to start is:
- Veeva AI for Vault CRM: AI agents increase field productivity with voice as the CRM user interface and real-time analysis of free text to ensure compliance.
- Veeva AI in PromoMats: AI agents accelerate the path to approved content by optimizing the medical, legal, and regulatory (MLR) process.
Veeva technology is core to omnichannel customer engagement in life sciences and empowers all aspects of orchestration.
Veeva has a unique value proposition to support the life sciences industry through software, data, and consulting. Our offering spans all these components, which work together to help life sciences companies deepen relationships through digital excellence, insights, and user experience.
