I N D U S T R Y I N S I G H T
Chris Moore, President, Europe, Veeva Systems than interactions that build on one another and widen their understanding.
Biopharma companies are also engaging with a much broader network of HCPs, patients, health systems and administrators. Many of these stakeholders are limiting their contact with the industry and are increasingly using AI to inform their decisions. As clinical complexity grows and access to HCPs becomes more restricted, companies need commercial models that are more responsive to customers’ needs.
To respond to these expectations, biopharmas are turning to Agentic Commercial, connecting AI with field teams, digital channels and approved content to create more consistent, personalised HCP experiences. Built into industryspecific applications, agentic capabilities help teams capture real-world insights, uncover treatment barriers, provide trusted answers and deliver relevant content across human and AI-led interactions. This leads to more meaningful engagement, betterinformed HCPs and faster access to the right medicines for patients.
Field operations that turn conversations into real-time insight
An Agentic Commercial model transforms sales teams from promotional distribution channels into strategic sources of customer intelligence, evolving CRM from a system of record into a system of guidance.
Reps conduct nuanced HCP conversations every day, but traditional reporting systems restrict insights capture to rigid picklists and drop-down menus. Critical qualitative context – the‘ why’ behind a physician’ s decision or the localised barrier to access – goes unrecorded.
Agentic call reporting uses agentic voice and free-text capabilities, with built-in compliance checks, to help reps capture richer details from HCP conversations. These interactions generate Commercial Evidence – actionable, real-world insights that reveal intent, content gaps and treatment barriers facing physicians and patients.
Commercial leaders gain immediate visibility into real-world friction points. Early
36 www. intelligenthealth. tech