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Report shows US healthcare professional access approaching 80% in ‘key specialties’
Veeva Systems, a cloud-based software provider for the life sciences industry, released the latest Pulse Field Trends Report, which is an analysis of healthcare professional (HCP) access across the biopharma industry. Data show US HCP access now averages 60% across therapeutic areas and is nearing 80% in key specialties, driven by the increasing use of video meetings to complement in-person visits.
These new findings underscore the impact of digital, as more than 50% of accessible HCPs now engage via video along with in-person, and the addition of video is shown to generate three times the amount of promotional response as well as increased in-person meeting frequency. This combination of reach, channel preference, and effectiveness is even more critical, as half of accessible HCPs limit engagement to three companies or less.
“Veeva Pulse Field Trends Report gives a comprehensive view into HCP access and channel effectiveness industrywide so teams know what actions they can take to strengthen engagement and drive better outcomes,” says Dan Rizzo, VP of Veeva business consulting. “Seeing how access has changed and the impact of digital, companies are rethinking their targeting and channel mix, and how to best equip the field to deliver the most relevant, impactful engagement across specialties.”
Read about the rest of the report highlights here.