Engagement, Not Creation,
is the Top Content Goal

As the pharmaceutical industry continues to adapt to HCP preferences and hybrid commercial models, it’s critical to stay on top of evolving field and HCP engagement trends.

Each quarter, the Veeva Pulse Field Trends Report provides unique insights into global and regional engagement trends based on an analysis of 600 million HCP interactions across more than 80% of biopharmas worldwide.

Reach out to Veeva Business Consulting to learn how connected sales, marketing, and medical deliver a better customer experience.

VEEVA PULSE INSIGHTS Q1 2025

Engagement, Not Creation, is the
Top Content Goal

Veeva Pulse Report finds that content-driven engagement lags despite a proven boost to treatment adoption. Field teams still share material in fewer than half of customer interactions. Leveraging AI not only to create content but to accelerate engagement is crucial for more effective customer conversations. Surfacing content, providing context, and identifying opportunities for the field to use it are the keys. Read Veeva Pulse Insights about content effectiveness and field usage.

Despite doubling patient starts and improving access, content usage remains below 50%

Veeva Pulse Field Trends data since 2022 demonstrates that HCP engagements with shared content result in more than double the new patient treatment starts. Using the right content also extends conversations, moves customers along their journey, shortens the time between meetings by up to 25%, and increases the likelihood of a follow-up by up to 20%.

Engagement is the right metric, not content creation

Studies show AI could reduce content creation costs and accelerate production speed. While this potential is impressive and will be helpful, biopharmas must focus their efforts on effective and practical content to avoid creating more noise for HCPs already contending with a great deal of information. Applying AI with engagement as the goal, not just content creation, can help create the right material more efficiently and surface deeply contextual content with opportunities for the field to use it.

“Just because you can create more content doesn’t always mean you should. Your content strategy should be in service of your business goals. While personalized content can help achieve those goals, greater content volume is a side effect, not the goal.”

— Kara Hansen, Director of Product Management, Content, and Digital Asset Management, Genentech

Steps to stay focused on engagement

Organizations can take practical next steps to increase engagement with content. While AI has shown potential for creating content and orchestrating engagement, it requires alignment of people, processes, data, and capabilities to deliver personalization when it matters. For example, establish clear and measurable goals within AI investments that align to advancing HCPs along the customer journey, and incentivize behaviors supporting connected engagement across sales, marketing, and medical.