{"id":74790,"date":"2023-12-07T15:00:33","date_gmt":"2023-12-07T14:00:33","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=74790"},"modified":"2026-04-23T14:12:53","modified_gmt":"2026-04-23T12:12:53","slug":"connected-data-coordinated-engagement-6-commercial-life-sciences-predictions-for-2024","status":"publish","type":"post","link":"https:\/\/www.veeva.com\/eu\/blog\/connected-data-coordinated-engagement-6-commercial-life-sciences-predictions-for-2024\/","title":{"rendered":"Connected Data, Coordinated Engagement: 6 Commercial Life Sciences Predictions for 2024"},"content":{"rendered":"<style>\n\t.blog-single-content hr {\n\t\tmargin: 10px 0 15px 0;\n\t}<\/p>\n<p>\t.blog-single-content img {\n\t\tpadding: 0 20px;\n\t\tmargin: 44px 0 0;\n\t}\n<\/style>\n<div class=\"blog-wrap\" style=\"position:relative;\">\n<div class=\"row\">\n<div class=\"col-xs-12\">\n<p class=\"hero-blog-copy\">\n\t\t\t\tData, technology, and medicine will intersect in new and vital ways across the life sciences industry in 2024. From the allure of AI to advanced analytics to the continued rise of specialty medicines \u2013 and the precision required to deliver them \u2013 biopharmas will focus on foundational needs to compete with speed and agility. Here are six predictions from Veeva\u2019s industry experts to guide your commercial teams in the year ahead.\n\t\t\t<\/p>\n<p>\n\t\t<\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div id=\"1\" class=\"anchor\"><\/div>\n<div class=\"col-xs-12 col-sm-4 text-center\">\n\t\t\t<img decoding=\"async\" src=\"\/wp-content\/uploads\/2023\/12\/Paul-Shawah.png\" alt=\"Paul Shawah\" style=\"border:none;max-width:250px;\"><\/p>\n<p><strong>\u2013Paul Shawah, EVP, Commercial Strategy<\/strong><\/p>\n<\/p><\/div>\n<p><\/p>\n<div class=\"col-xs-12 col-sm-8\">\n<h2>The allure of generative AI will lead to renewed focus on an old problem: clean customer data<\/h2>\n<p>\nAcross all industries, 60% of organizations are exploring <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.idc.com\/getdoc.jsp?containerId=US51262523\">the use of generative AI<\/a>, and 20% are already making significant investments in the technology. As biopharmas consider their own use cases and investments in AI, it will drive clarity on a foundational need: clean customer data.\n<\/p>\n<p>\nFor years, biopharmas have acquired lots of customer data sets to solve different business needs and have ended up with a complex web of siloed, overlapping, and inaccurate data. A sales target list may have a different set of core healthcare professional (HCP) attributes than a marketing list, making it difficult to create a great cross-channel experience. The problem is much bigger than accurate data and includes the need for a common definition of the HCP as well as the processes to maintain accurate data. The compounding effect creates barriers to the accurate use of AI technology.\n<\/p>\n<p>\nTo work effectively, AI models need <a href=\"\/eu\/products\/data-cloud\/\">accurate and harmonized customer data<\/a>. Investments in clean data and the foundational processes to keep data clean and consistent will pave the way to deliver both short-term and long-term value \u2013 and drive more meaningful use of AI in your customer engagement strategies.\n<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div id=\"2\" class=\"anchor\"><\/div>\n<div class=\"col-xs-12 col-sm-4 text-center\">\n\t\t\t<img decoding=\"async\" src=\"\/wp-content\/uploads\/2023\/12\/Dan-Rizzo.png\" alt=\"Dan Rizzo\" style=\"border:none;max-width:250px;\"><\/p>\n<p><strong>\u2013Dan Rizzo, VP, Global Business Consulting<\/strong><\/p>\n<\/p><\/div>\n<p><\/p>\n<div class=\"col-xs-12 col-sm-8\">\n<h2>Specialized medicines will push biopharmas to respond to HCPs in the moment of need<br \/>\n<\/h2>\n<p>\nIn-person interactions with HCPs are returning to pre-pandemic levels, but access is more selective. Now, a new question is emerging: is the traditional push model <a href=\"\/eu\/pharma-biotech-field-trends\/\">supporting HCPs in their time of need<\/a>? The complexity and precision of specialized medicines are putting increased pressure on biopharmas to shift to a service-focused model. In the years ahead, rep-HCP interactions will be less focused on efficacy and more on removing barriers to treatment, from reimbursement support to site certification.\n<\/p>\n<p>\nDeeper collaboration between commercial and medical teams will be critical to provide HCPs the on-demand education and resources at the time of need \u2013 even at the point of care. As the focus changes from promotional to service-centric, field teams will augment in-person touchpoints with inbound capabilities that connect HCPs and reps in real time, and prioritize responsiveness and customer value over quantitative sales and frequency measures.\n<\/p>\n<p>\nEarly adopters of this model are creating more than <a href=\"\/eu\/pharma-biotech-field-trends\/\">double the amount of digital interactions<\/a> with HCPs without reducing in-person visits. Success requires executive sponsorship, investments in field training, compliant technology, and realignment of incentives to focus on strength of relationship measures.\n<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div id=\"3\" class=\"anchor\"><\/div>\n<div class=\"col-xs-12 col-sm-4 text-center\">\n\t\t\t<img decoding=\"async\" src=\"\/wp-content\/uploads\/2023\/12\/Pooja-Ojala.png\" alt=\"Pooja Ojala\" style=\"border:none;max-width:250px;\"><\/p>\n<p><strong>\u2013Pooja Lal, VP, Commercial Content<\/p>\n<p><\/strong><\/p>\n<\/p><\/div>\n<p><\/p>\n<div class=\"col-xs-12 col-sm-8\">\n<h2>The rise of tech-savvy marketing and medical leaders will disrupt the biopharma model<br \/>\n<\/h2>\n<p>\nTechnology and data are giving biopharma marketers more <a href=\"\/eu\/resources\/veeva-pulse-field-trends-report-4q22\/\">insights into content creation<\/a> and campaign performance than ever before. But to capitalize on those insights, biopharmas will shift from the traditional agency-first mindset to an agile operating model that simplifies and speeds up execution. This transformation will be driven by emerging leaders \u2013 from chief digital officers to chief marketing officers \u2013 who will bring together people, processes, and technology.\n<\/p>\n<p>\nMarketers will be compelled to shift their thinking and use technology to do more themselves versus relying on agencies. Instead, marketers will use agencies for broader strategic initiatives but will have increased responsibility for creating derivative assets and scaling personalized content across multiple channels.\n<\/p>\n<p>\nThis operating model will also solve another challenge \u2013 connecting medical and marketing leadership. This collaboration will drive further alignment in content strategy and create a <a href=\"\/eu\/resources\/transforming-your-medical-content-for-omnichannel-success\/\">more relevant experience for HCPs<\/a>.\n<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div id=\"4\" class=\"anchor\"><\/div>\n<div class=\"col-xs-12 col-sm-4 text-center\">\n\t\t\t<img decoding=\"async\" src=\"\/wp-content\/uploads\/2023\/12\/Alexis-Cohen.png\" alt=\"Alexis Cohen\" style=\"border:none;max-width:250px;\"><\/p>\n<p><strong>\u2013Alexis Cohen, VP, Commercial Content Business Consulting<\/p>\n<p><\/strong><\/p>\n<\/p><\/div>\n<p><\/p>\n<div class=\"col-xs-12 col-sm-8\">\n<h2>Real-time rep feedback and content utilization insights will finally close the loop in marketing<br \/>\n<\/h2>\n<p>\nBiopharmas have made significant progress in improving MLR, adopting modular content, and driving content creation at speed and scale using agency and internal models. In fact, they created 20% more content over the previous year, but there remains a disconnect: <a href=\"\/eu\/pharma-biotech-field-trends\/\">77% of that content is rarely or never used<\/a> by field teams. While quantitative data will continue to play an essential role in bridging this gap, qualitative data will finally close the loop in marketing.\n<\/p>\n<p>\nReal-time rep feedback on an asset\u2019s effectiveness can provide marketing with a more nuanced level of content analysis. When marketers combine rep intuition with content utilization data, they will gain valuable insights into what content gets used, how often, and how effective it is with customers. Companies that can capture these insights seamlessly in CRM platforms can streamline content development on assets with high field value and a measurable impact on HCP engagement.\n<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div id=\"5\" class=\"anchor\"><\/div>\n<div class=\"col-xs-12 col-sm-4 text-center\">\n\t\t\t<img decoding=\"async\" src=\"\/wp-content\/uploads\/2023\/12\/Brian-Mahoney.png\" alt=\"Brian Mahoney\" style=\"border:none;max-width:250px;\"><\/p>\n<p><strong>\u2013Brian Mahoney, VP, Global Commercial Analytics<\/p>\n<p><\/strong><\/p>\n<\/p><\/div>\n<p><\/p>\n<div class=\"col-xs-12 col-sm-8\">\n<h2>Advanced analytics on connected data in clinical and medical will become a key differentiator of speed to market<\/p>\n<\/h2>\n<p>\nCommercial teams have been using advanced analytics for years to measure commercial impact, but analytics is still in the early days for clinical and medical teams. In 2024, that will change as competition and external pressures like the <a rel=\"noopener noreferrer\" target=\"_blank\"href=\"https:\/\/www.bcg.com\/publications\/2023\/navigating-inflation-reduction-act-impact-on-drug-pricing-innovation\">Inflation Reduction Act<\/a> drive an increased need for speed and agility in R&#038;D.\n<\/p>\n<p>\nClinical and medical teams will leverage advanced analytics to help drive site selection, support patient enrollment, and identify gaps in standards of care. In doing so, they will have a greater impact on how companies go to market than commercial.\n<\/p>\n<p>\nCompanies that can define the marketplace for their products, identify impacted patients, associate healthcare providers, and move faster than the competition will win. Clean, connected data with a common architecture across customers, patients, KOLs, and business operations will be a fundamental necessity.\n<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div id=\"6\" class=\"anchor\"><\/div>\n<div class=\"col-xs-12 col-sm-4 text-center\">\n\t\t\t<img decoding=\"async\" src=\"\/wp-content\/uploads\/2023\/12\/Christoph-Bug.png\" alt=\"Christoph Bug\" style=\"border:none;max-width:250px;\"><\/p>\n<p><strong>\u2013Christoph Bug, VP, Global Medical<\/p>\n<p><\/strong><\/p>\n<\/p><\/div>\n<p><\/p>\n<div class=\"col-xs-12 col-sm-8\">\n<h2>Data \u2013 from activity to outcome \u2013 will be medical\u2019s silver bullet<br \/>\n<\/h2>\n<p>\nThe inability of medical affairs to consistently make data-driven decisions limits its strategic role and influence in the organization. With the exponential growth and complexity of data, medical affairs teams that don\u2019t have a strong data foundation will struggle to take advantage of key technologies like advanced automation and AI. In 2024, medical affairs teams will focus on data to <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https:\/\/medicalaffairs.org\/medical-affairs-metrics-benchmarking\/\">advance their organization and better measure impact<\/a>.\n<\/p>\n<p>\nTo get there, medical affairs must take a structured approach to clean, organize, synthesize, and report data, which is essential to a solid analytics foundation. This data-driven way of working may require the addition of business acumen across the medical organization, including headcount in data, analytics, process governance, and change management, as well as <a href=\"\/eu\/customer-stories\/ucb-making-medicals-vision-a-reality\/\">training for current roles<\/a>. The result will be improved data quality, AI-fueled insights, and greater impact.\n<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<hr>\n<div class=\"row\">\n<div class=\"col-xs-12 text-center\">\n<p><em>Learn more about commercial field trends in the latest  <a href=\"\/eu\/pharma-biotech-field-trends\/\">Veeva HCP 360 Trends Report<\/a>.<br \/>\n<\/em><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Veeva\u2019s commercial experts predict how life sciences companies will approach rapid advancements in data, technology, and medicine in 2024. <\/p>\n","protected":false},"author":310,"featured_media":68111,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"product":[996,997,1006,998,999,1004,1008,1005],"area":[972,973],"coauthors":[1728],"class_list":["post-74790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","product-commercial-content-promomats","product-crm","product-crm-for-medical","product-deep-kol-data-link","product-digital-engagement-engage","product-hcp-access-data","product-medcomms","product-reference-data-opendata","area-commercial","area-data","blog-area-commercial","blog-product-content-management","blog-product-data","blog-product-multichannel-crm"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/74790"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/users\/310"}],"replies":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/comments?post=74790"}],"version-history":[{"count":11,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/74790\/revisions"}],"predecessor-version":[{"id":96799,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/74790\/revisions\/96799"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/68111"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=74790"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/categories?post=74790"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/tags?post=74790"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/product?post=74790"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/area?post=74790"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/coauthors?post=74790"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}