24th January, 2024 | By Vrushti Kothari
Digital channels are emerging as the preferred method for engagement with field teams in Asia
Veeva Systems (NYSE: VEEV) has published its latest analysis from the Veeva Pulse Field Trends Report, with global data showing the impact of two-way, digital communication channels on field engagement. Findings reveal that access to compliant chat expands the engagement channel mix, more than doubling digital touchpoints with healthcare professionals (HCPs) while maintaining or increasing in-person meetings.
The report shows face-to-face engagements with HCPs have increased by 20% in Asia Pacific from the same time a year before while maintaining steady open and click rates on email interactions. This illustrates increased higher-quality engagement with HCPs through both digital and in-person channels.
Global Veeva Pulse data has also shown the value of compliant chat in facilitating more meaningful engagement with HCPs starting 30% of conversations with field teams. Often sent in the moment of need, compliant chats gain a rapid response from field teams in less than five minutes. This two-way communication delivers on HCP requests in real-time, creating the foundation for a service-focused engagement model that improves access and efficiency.
"To communicate effectively across digital channels, you need to focus on responsiveness, adding value with the ability to give customers what they need, exactly when they need it," says Dave Yates, global product director, GSK. "Having the insights and two-way communication capabilities to meet, connect, and share has given us a foundation for thinking about digital engagement on a whole new level."
In Asia, Veeva Pulse data shows that the region relies heavily on the use of Closed-Loop Marketing (CLM) in meetings, and digital tools such as video, chat and text. Veeva CLM is an add-on application enabling users to easily search and present content while automatically capturing key metrics and recording in CRM.
"Continuing to meet the individual needs of HCPs through real-time digital touchpoints, CLM content, and the right channel mix will be critical in building more meaningful relationships with field teams," said Shafi Hussain, Veeva Asia business consulting lead. "Understanding the unique demands of HCPs in a region as diverse as Asia can create more opportunities for effective interactions, driving field success in a competitive landscape."
Veeva Pulse shows that two-way communication channels increase the quality of HCP interactions:
Analyzing over 600 million HCP interactions and activities annually from more than 80% of commercial biopharma field teams worldwide, the Veeva Pulse Field Trends Report is the largest industry benchmark of its kind on HCP engagement.
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