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Largest report reveals trends of industry engagement with healthcare professionals (HCPs)

Health Industry Hub | July 27, 2022 |

Key findings on trends and effectiveness of industry engagement with healthcare professionals (HCPs) has been released.

Veeva analysed activity from more than 80% of field reps worldwide and 130 million quarterly field interactions for a comprehensive, first-ever view into industrywide HCP engagement.

New data reveals that video meetings are three times more effective than in-person interactions alone and digital leaders are gaining an advantage using video calls up to three times a week.

Analysis of the data showed frequent use of key digital channels is vital for effective HCP engagement.

  1. Video calls increase effectiveness: Engage video meetings are three times more effective than in-person meetings alone. Video calls are also longer and richer interactions than in-person, averaging 21 minutes and content is delivered in 85% of video meetings compared to only 39% in person.
  2. Digital is a fundamental part of the mix: While the industry shifts back to more in-person engagement, nearly 30% of HCP interactions are through digital channels. Today, field teams engage 73% in person, 18% through email, 5% over the phone, and 3% on video calls.
  3. New HCP “pull” channel emerging: Chat and text is emerging as HCPs seek an easier, more direct way to reach reps when it’s most convenient or if a more immediate response is needed when making prescribing decisions and helping patients consider their options.
  4. Regional differences appear: In Europe, companies are using digital channels more often (38% compared to other regions averaging under 20%). The U.K. is using the most email to reach customers at 43%, compared to 32% for in-person interactions.

“Companies need deep insights into customer preferences and digital trends in order to develop engagement strategies that have the greatest impact and ensure they don’t fall behind,” said Dan Rizzo, vice president of Veeva business consulting.

“The Veeva Pulse Field Trends Report delivers critical real-world data on changing HCP and field behaviours and recommendations for true omnichannel excellence.”

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