Bringing Biopharma Commercial Evidence™ to Life
Strong leadership support helps field teams confidently use Commercial Evidence to accelerate business goals.
Commercial leaders and compliance teams partner to fast-track AI insights
Agentic AI enables field teams to generate compliant Commercial Evidence for the first time. This new intelligence comes from capturing high-fidelity accounts of field interactions with healthcare professionals (HCPs), as well as customer use of conversational AI on brand websites.
In the field, it starts when a rep uses industry-specific agentic AI embedded in Veeva Vault CRM after meeting with an HCP. It’s called the Agentic Call Report™, and it automatically converts natural language dictation or unstructured notes into structured call logs while monitoring free text for compliance issues. Agentic Call Report helps reps capture HCPs’ scientific questions, content needs, sentiment, or nuanced hesitations about a therapy. When analyzed, this evidence guides customer targeting, pinpoints field actions to prioritize, and personalizes interactions at scale.
Organizations see the fastest benefits from this new data when sales, marketing, medical, and compliance leaders collaborate to enable Agentic Call Report. With visible support from leaders in both areas, teams feel reassured that this new way of working is approved and aligned with business goals.
"By revealing individual HCP barriers, drivers, and sentiment, Commercial Evidence allows the field to personalize their next engagement and guide them along the adoption journey." Kavitha Parthasarathy Vice President of Market Intelligence and Decision Sciences (MINDS), Corcept Therapeutics
AI brings visibility and compliance control to free text
The primary barrier to adopting Commercial Evidence is the perception that free text increases compliance and safety risk. A look back explains why: To de-risk the possibility of recording non-compliant HCP engagements, the industry limited field teams from capturing free-text records of customer interactions, and this remained the protocol for decades.
However, restricting free-text capability in the CRM of record didn’t stop field reps from documenting critical information in other spaces, including personal note apps, calendar invites, spreadsheets, and email drafts.
Regulatory enforcement bodies expect biopharmas to maintain compliance oversight of field team activities regardless of where documentation lives. AI applications don’t increase compliance risk, but rather bring visibility and control to previously hidden documentation.
"If the move toward structured information capture was to enable greater consistency and compliance, now we can possibly have the best of both worlds. We can permit field members to express themselves in their own vernacular, with the tools getting to a place where we benefit from unstructured compliant feedback." Dale Cooke Regulatory attorney for life sciences and medical device companies
The AI built into the Veeva Vault Platform provides additional security and reduces compliance risk because the agentic capabilities inherit existing security and data access rules from Vault CRM.
Share the guide for legal and compliance professionals, covering agentic voice and agentic text monitoring for the field force and home office.
Partnering with compliance early to drive agentic AI adoption in Vault CRM
Corcept, Curium, Ionis, and Novo fast-track the generation of compliant Commercial Evidence of treatment barriers using Agentic Call Report™. The key: close collaboration between commercial leaders and compliance teams.
Collaborating with compliance speeds time to insights
Companies using Agentic Call Report with agentic voice and free text say early and frequent collaboration between commercial leaders and compliance teams fast-tracks Commercial Evidence generation. They share tips for capturing valuable details to create more personalized engagements and ultimately improve treatment adoption.
| Guidance | Peer Experience |
|---|---|
| Involve compliance before presenting a finished technology plan. | “When it comes to compliance and thinking about an AI journey, you want your compliance officers involved from the beginning. Their job is to always be looking at the risk and help you mitigate that risk so you do the right thing for the company, the patients, and customers.” — Frank Armenante, Director of Field Systems, Novo |
| Demystify AI with hands-on workshops for users. | “We created ‘hackathons’ with the compliance and legal team. Within an hour, every single person in a 20-person room built an agent. Exposing teams like compliance and legal to the art of the possible and improving their literacy is such an important step to allowing them to be part of the journey.” — Parag Govil, Senior Vice President, Head of IT, Ionis |
| Prepare field teams to document engagements responsibly. | “First, we had great executive sponsorship. Then it was a matter of making the case that there was business value to the compliance team, and ensuring reps were appropriately trained so that the free text they enter is compliant with our policies.” — Kavitha Parthasarathy, Vice President, Market Intelligence and Decision Sciences (MINDS), Corcept Therapeutics |
| Maintain continuous collaboration as AI capabilities evolve. | “The collaboration you hope is happening in front of an account needs to happen on the backend in headquarters when enabling these solutions.” — Andrew Bogie, Senior Director of Commercial Operations, Curium |
Aligned leadership at headquarters lays the foundation to uncover Commercial Evidence, and the next critical step is equipping the field. By proactively addressing user hesitations and demonstrating clear business value, organizations can ensure a smooth rollout on the front lines.
Preparing the field to use Agentic Call Report
When it’s time to provide field teams with the Agentic Call Report, they will benefit from a structured approach to implementation, beginning with clear communication of the value. Drive field readiness with:
- Communication from commercial leaders and compliance teams that Agentic Call Report is critical for commercial success
- Strong peer influence and collaboration using pilot projects, helping teams test AI safely and build trust
- Change management that breaks through old biases, such as fears around legal exposure from entering free text
Simplifying workflows for the field force
Instead of relying on manual preparation and memory to engage customers and document interactions, field teams gain AI-enabled workflows:
- Voice input quickly captures engagement information and follow-ups
- Free-text notes document customer insights in the rep’s own voice
- Built-in compliance guardrails support field teams in real time
- Deeper, context-rich insights improve call and account planning
Activating Agentic Call Reports and Commercial Evidence
Organizations that emphasize the strategic value of agentic AI as more than just a software update will realize the most significant return on their AI investments. Setting up Agentic Call Report to access Commercial Evidence starts with securing the appropriate stakeholder alignment with the Vault AI vision, mapping the Agentic Call Report field user experience, and calibrating agents by providing instructions and real-world test examples. In the activation phase, biopharmas see the power and value of Commercial Evidence through:
- Analyzing initial agentic adoption and evidence findings to report on Commercial Evidence
- Identifying use cases to operationalize findings across teams and uncover access barriers
- Defining an operational blueprint to pinpoint the specific Vault AI capabilities needed for new ways of working
- Building an activation roadmap for future agents based on the organization’s specific jobs to be done
- Tracking ongoing value by analyzing Commercial Evidence and using it as a commercial ‘super signal’
Unlocking deeper HCP insights with built-in compliance
Generating Commercial Evidence with AI doesn’t require taking on unmanaged risk. By combining Vault CRM’s agentic safeguards with early cross-functional collaboration, commercial and compliance leaders give teams unprecedented visibility into customer needs and a superior user experience.
Share the comprehensive guide for activating Agentic Call Report in partnership with legal and compliance teams.