Top 20 Biopharma: Driving Sales Uplift and Optimizing Field Force Deployment and Expanding Reach with HCP Access
600+
new high-value targets added
$9M
annualized revenue growth
9x
return on investment
Despite having what they believed were strong target lists, the biopharma faced increasing difficulty in gaining access to HCPs. With a major revenue-generating product nearing the end of its patent life (Loss of Exclusivity or LOE), hiring more sales representatives was not an option. The company required a smart, data-driven way to improve HCP engagement without increasing the size of their sales team and protecting revenue loss.
Reaching more HCPs without growing the field force
The biopharma partnered with Veeva to use HCP Access, a new product in the Veeva Data Cloud. HCP Access provides an industry census on HCP accessibility, based on field-HCP interactions logged in Veeva CRM and Vault CRM, covering over 90% of all biopharma CRM activity in the United States. This allowed the company to see beyond their own internal sales data, revealing hidden opportunities and a complete picture of HCP accessibility. HCP Access helped the company identify opportunities in two key areas:
- Reach new, high-value targets: HCP Access identified 600+ new HCPs across five therapeutic areas who were previously untargeted but highly accessible to the industry. These HCPs wrote 2x – 10x more prescriptions the next quarter compared to existing targets, representing a $9 million annualized sales uplift and a 9X ROI.
- Optimize sales force efforts: By comparing their internal CRM data with industry-wide HCP access insights from HCP Access, the company found about 3,000 HCPs that neither their brands nor the broader industry could reach. This insight will allow them to redirect sales reps away from these consistently inaccessible targets to reduce wasted time and make the sales force more efficient, saving the equivalent of 11 full-time employees worth of effort per year.
*Based on average prescription changes for new targets from Q1 to Q2 2025, adjusted for net discounts (list price x 30%)
Achieving sales uplift and optimize field force deployment.
HCP Access provides the data-driven insights needed for strategic sales force deployment and targeting in a complex, competitive market. By understanding who the industry reaches, the company can optimize resource allocation to expand into new treatment areas, identify white space, increase revenue, and protect market share, without increasing its sales force.
