New Veeva Pulse Findings Show Connected Engagement Creates an Advantage as HCP Access Drops

Core Insights - Veeva Systems reports that healthcare professional (HCP) access has decreased from 60% to 45% over the past eighteen months, with many HCPs limiting engagement to three or fewer companies [1][6] - The Veeva Pulse Field Trends Report indicates that coordinated engagement across sales, marketing, and medical teams is essential for overcoming access barriers and enhancing relationships with HCPs [2][3] HCP Access Trends - HCP access has declined significantly, with only 45% of HCPs accessible to biopharmaceutical companies compared to 60% previously [1][6] - Access varies by specialty, with nearly 30% of HCPs in fields such as internal medicine, oncology, psychiatry, and urology restricting access to just one company [6] Engagement Strategies - Companies are adopting a connected engagement model that integrates sales, marketing, and medical teams to create a unified resource for HCPs, which helps in building more relevant and trusted relationships [2][3] - The focus is shifting from reach and frequency to relevance and real-time communication, which is expected to lead to more impactful conversations that ultimately benefit patients [3][6] Data and Analysis - The Veeva Pulse Field Trends Report analyzes over 600 million HCP interactions annually from more than 80% of commercial biopharma field teams globally, providing a comprehensive benchmark for HCP engagement [4] - The report compiles real-time transactional data from Veeva CRM and data products, enabling companies to set actionable goals for growth and impact [4]