In 2022, life sciences companies have been hard at work breaking down silos to better serve patients and healthcare professionals (HCPs). They’ve laid the necessary groundwork for cross-functional visibility, collaboration, and connectivity. And in 2023, these investments will hopefully pay off.
Here are seven commercial predictions from Veeva’s industry experts for the year ahead.
A unified view of the HCP will emerge from clinical to commercial
Rarely are organisations able to view HCP relationships holistically – across clinical, medical, and sales – or reap the benefits of creating a unified understanding of the customer. But Paul Shawah, EVP, commercial strategy, believes that “rare diseases with small patient populations and complex therapies are blurring the traditional barriers between research, patient care, and thought leadership.”
“With these silos breaking down, biopharmas will have the opportunity to drive a more coordinated approach to HCP engagement using shared data and unified systems, while still maintaining compliance. Seamless data sharing between clinical teams and medical science liaisons, for example, could greatly influence clinical trial site selection and ensure more coordinated engagement. Leading companies will empower their teams to act quickly, compliantly, and with a unified view of the HCP.”
Incentive compensation models will reward the right omnichannel behaviours
As access to HCPs rebounds from historic lows during the pandemic, building valued relationships and meeting customers on their terms with the right mix of in-person and digital tactics is essential.
“As Veeva Pulse data has shown, the use of video as an additive channel to in-person can increase promotional response three times over in-person alone. This will force a shift in how companies think about incentive comp,” explains Dan Rizzo, VP, global business consulting leader. “In 2023, omnichannel…