Europe’s HCP Access Is Back but Not as We Knew It Key Takeaways from Veeva Pulse

This video provides an in-depth analysis of the latest Global Field Trends Report, leveraging Veeva Pulse data—the largest global industry benchmarking dataset, which tracks over 600 million annual interactions between the pharmaceutical industry and Healthcare Professionals (HCPs). The presentation focuses specifically on key takeaways concerning HCP access and engagement trends across Europe, highlighting that while access has returned, it operates under new, more selective parameters. The primary objective is to equip field teams with data necessary to evaluate and optimize their targeting strategies and channel mix in a post-pandemic environment.

The analysis begins by addressing the critical topic of HCP access, revealing that engagement rates across Europe are higher than previously assumed, standing at 50% of HCPs being engaged. Crucially, this access is increasingly virtual, with one-third of accessible HCPs utilizing video and remote engagement channels. However, the data underscores a significant shift in HCP behavior: access is highly selective. The majority of HCPs are limiting their interactions to three companies or fewer, indicating that field teams must prioritize quality and relevance to secure engagement slots. This selectivity necessitates a fundamental rethinking of traditional engagement strategies.

A second major theme explored is the measurable rise in content usage during calls across Europe. The report indicates a significant 10% increase in content utilization over the preceding six months. This trend reinforces the idea that "content is king," suggesting that effective use of relevant, high-quality materials is a primary driver of successful engagement. The speaker strongly advises companies to immediately invest in the necessary capabilities, data infrastructure, and tools required to effectively leverage content within their commercial calls.

Finally, the analysis highlights the substantial differences observed across individual European markets, emphasizing that a unified, cross-European strategy is no longer viable. For instance, Spain exhibits very high volumes of engagement and a high reliance on face-to-face meetings. Conversely, the UK market shows much lower engagement volumes due to restricted access, resulting in a significantly higher proportion of digital channel engagement. This market nuance dictates that engagement strategies must be locally adjusted to align with how HCPs in specific regions prefer to interact, ensuring that channel mix and volume are tailored to local preferences and access constraints. The overarching conclusion is that while access is back and more virtual, success depends on strategic adjustments, content capability, and localized execution.

Key Takeaways: • HCP Access is Back but Highly Selective: Across Europe, 50% of HCPs are being engaged, but this access is heavily restricted; the majority of HCPs limit their interactions to three pharmaceutical companies or less, demanding that commercial teams focus on high-value, targeted engagement to secure limited access slots. • The Virtual Channel is Essential for Reach: One-third of accessible HCPs are utilizing video and remote channels for interactions, confirming that digital engagement is a permanent and growing component of the channel mix, requiring robust virtual meeting capabilities and training for field teams. • Content Usage is a Key Performance Indicator: There has been a notable 10% increase in content usage across all calls in Europe over the last six months, demonstrating a direct correlation between the use of relevant materials and successful engagement outcomes. • Immediate Investment in Content Capabilities is Required: Companies that have not yet established the necessary data, tools, and infrastructure to effectively leverage content within their calls are urged to start now, as content use is a critical driver of increased engagement across the continent. • Rethink Engagement Strategy for Struggling Teams: If a company is struggling to engage and support its customers, the Veeva Pulse data suggests that peers are succeeding; this indicates a need to fundamentally reassess and adjust the current targeting and engagement strategy to align with new market realities. • Cross-European Strategy Must Be Localized: A one-size-fits-all approach is ineffective due to significant market variances; commercial teams must adjust their strategies to consider local market nuances and the specific engagement preferences of HCPs in each country. • Market Dynamics Vary Widely (Spain vs. UK): Examples show stark differences, such as Spain maintaining high volumes of face-to-face meetings, while the UK exhibits lower overall volumes but a much higher proportion of digital channel engagement due to restricted access environments. • Leverage Benchmarking Data for Optimization: The insights are derived from Veeva Pulse data, a massive global industry benchmarking dataset (600 million recorded annual interactions), which provides a crucial foundation for data-driven decision-making regarding field force effectiveness and channel allocation.

Tools/Resources Mentioned:

• Veeva Pulse Data: The foundational global industry benchmarking dataset used for the analysis.
• Global Field Trends Report: The specific report from which the key takeaways and statistics are drawn.
• Veeva Business Consulting: The recommended contact point for companies seeking to understand how the data relates specifically to their brand, product, or therapeutic area (TA).

Key Concepts:

• HCP Access: Refers to the ability of pharmaceutical field teams (representatives) to successfully engage with Healthcare Professionals, a metric that has been significantly impacted by the pandemic and subsequent shifts in professional interaction preferences.
• Channel Mix: The combination of different communication methods used by pharmaceutical companies to interact with HCPs, including face-to-face meetings, video calls, remote engagement, and digital content delivery.
• Content Usage: The frequency and effectiveness with which approved marketing and medical materials are utilized by field teams during their interactions with HCPs, increasingly seen as a driver of call quality and success.