{"id":84724,"date":"2025-05-28T09:58:20","date_gmt":"2025-05-28T07:58:20","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=84724"},"modified":"2026-08-04T20:32:50","modified_gmt":"2026-08-04T18:32:50","slug":"improve-segmentation-and-targeting-with-true-industry-access-data-crm-pulse-at-commercial-summit","status":"publish","type":"post","link":"https:\/\/www.veeva.com\/eu\/blog\/improve-segmentation-and-targeting-with-true-industry-access-data-crm-pulse-at-commercial-summit\/","title":{"rendered":"Improve Segmentation and Targeting with True Industry Access Data: HCP Access at Commercial Summit"},"content":{"rendered":"<p>Data shows that <a href=\"\/eu\/resources\/veeva-pulse-field-trends-report-1q24\/\">HCP access has declined<\/a> in recent years, making effective segmentation and targeting more important than ever. Yet, many biopharmas still struggle to answer these key questions:  <\/p>\n<ul>\n<li>Which healthcare professionals (HCPs) are actively engaging with the industry, not just with my brand? <\/li>\n<li>Where is my field force missing opportunities to engage accessible HCPs? <\/li>\n<li>How does my HCP access compare to the market, across specialties and channels?<\/li>\n<\/ul>\n<p>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. <\/p>\n<p>This year, Veeva Commercial Summit emphasized the importance of leveraging flexible, intelligent data to navigate life sciences\u2019 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.<\/p>\n<h2>1. Your CRM only shows part of the picture<\/h2>\n<p>Traditional segmentation relies heavily on prescribing behavior and internal CRM activity, but industry access is the missing piece. <a href=\"\/eu\/products\/hcpaccess\/\">HCP Access<\/a> 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 &#8220;no-see&#8221; based on your CRM but are, in fact, accessible to others.<\/p>\n<h2>2. Enhance existing inputs to drive smarter engagement<\/h2>\n<p>HCP Access doesn\u2019t replace traditional data inputs like prescribing potential \u2014 it complements them. When layered together, access and potential enable a more effective way to find, prioritize, and engage HCP targets.<\/p>\n<p>Biopharma companies are using HCP Access data across three tiers of value:<\/p>\n<ul>\n<li><strong>Foundational<\/strong>: Understand industry access to improve field productivity. Identify high-access HCPs you&#8217;re missing, investigate low-access targets, and combine access with prescribing data to uncover high-potential opportunities.<\/li>\n<li><strong>Strategic<\/strong>: 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.<\/li>\n<li><strong>Transformative<\/strong>: Next Best Action and Generative AI are transforming how commercial teams engage with HCPs. HCP Access provides a unique, clean, and structured dataset that enhances large language model (LLM) performance by incorporating real-world HCP access data.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"img-responsive mw-700\" alt=\"\" src=\"\/wp-content\/uploads\/2025\/05\/in-blog-graphic-unlock-the-power-of-crm-pulse@2x.png\"><\/p>\n<h2> 3. Built to scale across the enterprise<\/h2>\n<p>Key enhancements coming to HCP Access include:<\/p>\n<ul>\n<li><strong>Expanded global coverage<\/strong> (21 countries today, with 13 more coming in 2026).<\/li>\n<li><strong>Automatic data delivery to your warehouse or analytics platform<\/strong> (starting with S3\/SFTP\/CRM).<\/li>\n<li><strong>Deeper integration with Vault CRM<\/strong>, including territory alignment, call planning, and CRM bot.<\/li>\n<\/ul>\n<p>Dan Kallman, vice president of product management for Veeva HCP Access, says, \u201cHCP Access can provide immediate value across your brands. It&#8217;s also a product that will appreciate over time.\u201d<\/p>\n<h2>4. Connected data and applications help find patients faster <\/h2>\n<p>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 applications to find and prioritize the HCPs who can reach those patients.<\/p>\n<p>HCP Access delivers industry access data so field, marketing, and analytics teams can act faster and smarter.<\/p>\n<p>In one customer example, layering HCP Access 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.<\/p>\n<p><img decoding=\"async\" class=\"img-responsive mw-700\" alt=\"\" src=\"\/wp-content\/uploads\/2025\/05\/in-blog-graphic-brand-revenue-growth@2x.png\"><\/p>\n<p>HCP Access 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.<br \/>\nTo see how HCP Access could power your next planning cycle, connect with me on email <a href=\"mailto:ankit.prasad@veeva.com\">ankit.prasad@veeva.com<\/a> or <a href=\"https:\/\/www.linkedin.com\/in\/ankit-prasad-a417267b\/\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Without clear visibility into HCP access, commercial teams risk missing opportunities or misallocating resources. Here are four Summit takeaways to keep in mind.<\/p>\n","protected":false},"author":80,"featured_media":84725,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[1],"tags":[],"product":[1004],"area":[973],"coauthors":[1519],"class_list":["post-84724","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","product-hcp-access-data","area-data","blog-html-content-yes"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"HCP Access highlights and insights from Veeva\u2019s 2025 Commercial Summit.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 5.0.1\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta 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