I N D U S T R Y I N S I G H T
HOW AGENTIC COMMERCIAL ENABLES MORE PRECISE FIELD, DIGITAL AND CONTENT ENGAGEMENT
As treatments become more specialised, healthcare professionals often hear from sales reps, medical teams and marketers across different meetings, emails and websites. But these interactions do not always connect. Important insights from one conversation can be lost, leaving healthcare professionals to need to repeat questions or search through lengthy documents for answers. In this article, Chris Moore, President, Europe, Veeva Systems, explores how an emerging approach known as Agentic Commercial could change this.
Commercial engagement in biopharma used to centre largely on direct conversations between sales reps and physicians, or pharmacists. As therapeutic areas have grown more specialised, more teams have become involved in engaging with healthcare professionals( HCPs), including key account managers, medical science liaisons, brand marketers and service teams. But these functions often work separately, leaving HCPs with disjointed experiences rather
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