SINGAPORE – Media OutReach Newswire – January 23, 2024 –
Veeva Systems (NYSE: VEEV) released its latest analysis of
Veeva Pulse Field Trends Report, with global data showing the impact of two-way digital communications channels on field engagement. Results reveal that access to compliant chat expands the mix of engagement channels, more than doubling digital touchpoints with healthcare professionals (HCPs) while maintaining or increasing in-person meetings.
The report shows that face-to-face engagements with healthcare professionals increased by 20% in Asia Pacific compared to the same period a year ago, while maintaining stable open and click rates on email interactions. This illustrates increased, higher-quality engagement with healthcare professionals across digital and in-person channels.
Global data from Veeva Pulse also showed the value of compliant chat in facilitating more meaningful engagement with healthcare professionals, starting 30% of conversations with field teams. Often dispatched at the right time, compliant chats get a quick response from field teams in less than five minutes. This two-way communication responds to healthcare professionals’ requests in real time, creating the basis for a service-oriented 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 at GSK. “Having the information and two-way communication capabilities to meet, connect and share gave us a foundation to think 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 a companion application that allows users to easily find and present content while automatically capturing key metrics and saving them to CRM.
- The Asia Pacific region relies heavily on its use of CLM in meetings. 40% of in-person meetings with healthcare professionals in Asia Pacific involve the use of CLM, compared to 35% in the US and 25% in Europe. At 85%, CLM usage in Veeva Engage-compliant video conferencing remains the preferred additional channel when engaging with healthcare professionals.
- The channel mix remains diverse in Asian markets, with digital tools becoming the dominant methods of engaging healthcare professionals.. Video, chat and SMS continue to grow in popularity in Southeast Asia, India and South Korea, and more salespeople are leveraging these channels.
“Continuing to meet the individual needs of healthcare professionals through real-time digital touchpoints, CLM content and the right mix of channels will be key to building more meaningful relationships with field teams,” said Shafi Hussain, Head of Business Consulting, Veeva Asia. “Understanding the unique requirements of healthcare professionals in a region as diverse as Asia can create more opportunities for effective interactions, driving success in the field in a competitive landscape. »
Veeva Pulse shows that two-way communication channels increase the quality of interactions with healthcare professionals:
- Inbound channels help double digital engagement. The average engagement channel mix globally is 78% in-person and 22% digital. However, biopharma companies that add inbound channels, like compliant chat, expand their mix to 42% in-person and 58% digital. This more than doubles digital touchpoints while keeping in-person volume the same or even higher.
- Healthcare professionals start 30% of conversations with an inbound channel. When sending messages via compliant chat, healthcare professionals get a response from field teams in less than five minutes, such as sending requested content and samples or scheduling a meeting. Compliant chat has clear benefits for healthcare professionals over text-based or standalone chat apps that have risks of non-compliance and disconnected data.
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