Accelerating the MLR process starts with replacing fragmented, manual workflows with a connected platform that supports the end-to-end content lifecycle. By centralizing all assets in a unified content management system, biopharmas can automate processes and enable real-time collaboration across medical, legal, and regulatory teams, reducing the time to approved content by up to 75%.
Modern strategies to streamline MLR include:
- Agentic AI for MLR: Manages multi-step processes autonomously and is uniquely capable of handling compliance pre-checks and flagging risks while avoiding a rework of the end-to-end content supply chain.
- Claims management and harvesting: Digital tools auto-link approved claims to references in a centralized claims library, reducing the effort by 90% compared to manual verification and linking. Claims harvesting creates claims from link annotations on steady-state documents, making library maintenance easier.
- Content reuse: Repurposing pre-approved content across multiple assets and channels ensures brand integrity and accuracy while driving significant cost savings and operational efficiency.
- Tier-based reviews: Business rules move a large percentage of content through streamlined tiers compliantly and efficiently, freeing resources to focus on high-value, high-risk material.
- Content similarity: Comparing derivative content with scoring helps reviewers prioritize where to spend time during review and approval.
AI reduces MLR cycle times by automating objective quality checks — such as verifying brand guidelines, editorial standards, and market-specific safety warnings — before a human review begins.
Built natively into the Vault Platform, agentic AI for PromoMats introduces intelligent AI agents directly in users’ core processes to ensure higher-quality, compliant content is delivered faster:
- Quick Check Agent scans content using editorial, brand, market, channel, and compliance guidelines to address issues before MLR review.
- Content Agent provides context-aware insights into document text and images, answers questions, summarizes content, analyzes visuals, and draws from Quick Check Agent to assist with document review.
- Claims Agent identifies and substantiates claims to ensure compliant referencing, maintains a centralized library of approved claims, and provides full traceability across all marketing materials.
- Agentic MLR™ pre-screens content for medical, legal, and regulatory issues to determine if human intervention is required and flags any specific elements that need expert review.
AI agents deeply embedded in a commercial content platform work in concert with other technology and process improvements — such as tier-based review, content reuse, and claims management and harvesting — to drive efficiencies and produce the most relevant assets with faster approval times.
Biopharmas manage global compliance for promotional materials with a unified content system that standardizes processes while meeting regional regulatory requirements (e.g., FDA, EMA, and local authorities). Centralized platforms ensure that all content is reviewed, approved, and tracked with full audit trails, role-based access, and version control.
By connecting Veeva PromoMats with Veeva RIM, organizations can automatically generate submission-ready eCTD compliance packages — such as Form FDA-2253 in the U.S. or self-certification documents for the EMA — directly from approved promotional assets. A single source of truth for content and approvals, eliminates manual data entry, shortens submission timelines for post-marketing and pre-clearance filings, and ensures that only the most current, compliant materials are distributed across global markets.
Effective claims management relies on a centralized, structured claims library that connects every claim to its supporting references. Digital tools can automatically link claims to source documents, track usage across assets, and ensure consistency across channels. Automated claims management reduces manual effort, improves traceability, and ensures that every claim used in content is accurate, approved, and compliant — while making it easy to reuse validated claims at scale.
Managing digital assets at scale requires an industry-specific digital asset management (DAM) system that governs how content is created, stored, reused, and distributed. By organizing assets with metadata, version control, and approval status, content teams can ensure that only compliant, on-brand materials are used.
Combined with modular content, DAM enables teams to reuse pre-approved components across channels — maintaining brand consistency while delivering more personalized experiences faster and more efficiently. Leveraging tools like the Veeva PromoMats Brand Portal further streamlines this process by providing an intuitive interface to browse, share, and reuse pre-approved promotional assets.
You can read more about Veeva PromoMats, attend Veeva Commercial Summit, or contact your Veeva account team for more information.
A biopharma omnichannel strategy framework connects customer insights, engagement channels, and cross-functional teams to deliver coordinated engagement with healthcare professionals. Together, the following capabilities help life sciences companies create more consistent and personalized HCP experiences:
- Customer insights and segmentation
- Integrated engagement channels
- Cross-functional coordination across teams
- Personalized scientific content
- Engagement analytics and measurement
Veeva’s platform provides built-in tools for managing data privacy and consent. It helps companies capture and track customer consent preferences, ensures all digital content is compliant, and audit-ready to meet regulatory requirements like GDPR. This centralized approach ensures that field and marketing teams only engage with HCPs through their preferred channels, maintaining trust and regulatory integrity across every touchpoint.
Research shows that coordinated interactions are significantly more likely to result in a prescription than disconnected activities. By measuring these connections, organizations can optimize resource allocation and ensure educational efforts are focused on the HCPs and patient populations where they will have the greatest impact on health outcomes. Digital engagement is typically measured using metrics such as:
- Participation in webinars or virtual meetings
- Engagement with digital content
- Email engagement and follow-up interactions
- Frequency and quality of HCP interactions
- Progression of engagement across channels
Veeva helps biopharmas increase omnichannel impact through the Vault CRM Suite, integrating key commercial applications and processes for more effective field planning and engagement across personal and digital channels. Vault CRM is a deep application for life sciences that connects sales, marketing, and medical teams on a single platform with a unified customer database for next-generation engagement.
- Vault CRM Engage provides a digital platform to meet, connect, and share with HCPs through compliant virtual meetings and chat.
- Vault CRM Approved Email allows reps to send compliant emails to HCPs in a unified experience.
- Vault CRM Events Management streamlines the execution of compliant live, virtual, and hybrid events.
- Vault CRM Campaign Manager coordinates sales and marketing engagement in unified campaigns, aligning both non-personal and field channels.
These applications automatically capture engagement data in Vault CRM to provide a 360-degree view of the customer, enabling more intelligent planning and more impactful future conversations.
You can read more about Vault CRM Suite, attend Veeva Commercial Summit, or contact your Veeva account team for more information.