Veeva Systems released the latest insights from its Veeva Pulse Field Trends Report, showing effective content-driven engagement remains one of the top drivers of new treatment adoption — not just content generation. While AI is helping speed content creation at scale, data shows that focusing on the right materials accelerates treatment starts, expands access, reduces time between meetings, and increases the likelihood of a follow-up conversation.
Content-driven healthcare professional (HCP) engagement more than doubles treatment adoption. Despite proven effectiveness, there is a disconnect between creation and field execution, suggesting a stronger emphasis on volume over engagement. Field teams leverage content in less than half of HCP meetings and nearly 80% of what’s approved is rarely or never used. Leveraging AI to accelerate engagement by surfacing the most relevant content, providing context, and identifying opportunities for the field to use it is crucial for more effective customer conversations.
“Just because you can create more content doesn’t always mean you should. Your content strategy should be in service of your business goals. While personalized content can help achieve those goals, greater content volume is a side effect, not the goal,” said Kara Hansen, director of product management, content, and digital asset management at Genentech.
Latest analysis from Veeva Pulse shows:
- Content remains underused in field engagement: Field teams share materials in fewer than half of customer interactions, with nearly 80% of approved content rarely or never used, showing content creation and field execution remain disconnected.
- Relevant, timely content extends conversations: Content-driven HCP engagements double treatment starts while extending conversations. Time between meetings is shortened by up to 25% increasing the likelihood of a follow-up by up to 20%.
- Engagement, not creation, is the ultimate content goal: While GenAI can reduce content creation costs by 30-50% and speed production by over 20%1, more content can increase noise for HCPs facing mountains of information. By prioritizing engagement use cases, AI can connect the dots across previous engagements and treatment inflection points to surface key materials for the field to use at the right moment.
“The onset of AI is expected to spur content creation and speed, but even greater focus will shift to measuring what’s truly effective and moving the needle with HCPs,” said Dan Rizzo, vice president and global head of Veeva Business Consulting. “Harnessing AI to activate content with the greatest impact in the moment of need will give field teams an advantage, aligning content strategy with field execution for more relevant, long-term engagement.”
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