Maximizing Engagement with a Commercial Response Model Based on Aggregated Competitive Data

Description

The landscape in which pharma companies have been operating was changing even prior to the COVID-19 pandemic. The pandemic accelerated changes that were already happening.

• Industry’s access to healthcare professionals (HCPs) is diminishing
• Promotional materials need to be more personalized for the HCP to engage with them
• Broader changes in the healthcare market (centralization of healthcare organizations, broader restrictions on healthcare expenditures, regulations such as the Sunshine Act, etc) have diminished demand for reps
• Today’s HCPs demand more choice in both the message, frequency, and the medium

While untangling all these trends is a difficult task, Veeva has created a framework that is flexible enough to encompass the data available on many of these trends. In addition, this model takes into account that there is heterogeneity in the marketing approaches of different companies, and in how effective they have been in adopting each channel.