Content Effectiveness, Not Volume, Drives Greater Impact in HCP Engagement

Veeva Systems has released new insights from its Veeva Pulse Field Trends Report, highlighting that effective, content-driven engagement with healthcare professionals (HCPs) remains a primary factor in new treatment adoption. While artificial intelligence (AI) is accelerating large-scale content production, the data underscores that quality and relevance — not just quantity — are key to driving results.

The report reveals that content-driven HCP interactions more than double treatment adoption rates. Yet, there is a significant disconnect between the creation of approved content and its use in the field. Field teams utilize content in fewer than half of their meetings with HCPs, and nearly 80% of approved materials are rarely or never used. The opportunity lies in using AI to surface relevant, contextual content that enhances customer conversations and identifies optimal engagement moments.

“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.

Key Findings from the Veeva Pulse Analysis:

  • Content Underused in Field Engagement: Despite its proven value, field teams share materials in fewer than half of customer interactions. Nearly 80% of approved content is underutilized, reflecting a gap between content creation and practical execution.
  • Relevant, Timely Content Boosts Outcomes: Sharing the right content at the right time can double treatment starts, extend HCP conversations, reduce time between meetings by up to 25%, and increase follow-up likelihood by up to 20%.
  • Engagement Over Creation: While generative AI can lower content creation costs by 30–50% and speed production by over 20%, increased content volume can overwhelm HCPs. Focusing AI efforts on engagement enables smarter delivery of meaningful content at pivotal treatment moments.

“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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