{"id":74882,"date":"2023-12-15T10:34:01","date_gmt":"2023-12-15T09:34:01","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=74882"},"modified":"2026-02-16T16:39:01","modified_gmt":"2026-02-16T15:39:01","slug":"veeva-commercial-summit-europe-delivering-next-generation-commercial","status":"publish","type":"post","link":"https:\/\/pantheon.veeva.com\/eu\/blog\/veeva-commercial-summit-europe-delivering-next-generation-commercial\/","title":{"rendered":"Veeva Commercial Summit, Europe: Delivering Next-Generation Commercial"},"content":{"rendered":"

Access continues to be a barrier in Europe: about half of healthcare professionals (HCPs) will not meet at all with the biopharma industry<\/a>, and of those that do most limit meetings to three or fewer companies. Veeva Pulse data shows that field teams that routinely engage customers with the most relevant content and channels, including compliant two-way chat<\/a>, improve their chances of being heard.<\/p>\n

Connected technology, data, and services will lead to a more efficient pathway from trial to treatment. These capabilities together can help address the demands of a complex, iterative journey where different stakeholders are often the same person: investigator and scientific expert, trial subject and patient, key opinion leader and prescriber. Here are some highlights from the event.<\/p>\n

1.\tEurope\u2019s biggest gathering of commercial and medical leaders<\/h2>\n

More than 1,200 biopharma attendees representing 150+ companies and 47 countries joined Veeva Commercial Summit in Madrid. Over 140 sessions took place across two days and four Zones: CRM Suite, Link, OpenData, Vault PromoMats and Vault Medical. Attendees exchanged ideas on delivering next-generation commercial for sales, medical, clinical, marketing, and market access.<\/p>\n

2.\tVault CRM migration and new commercial innovations<\/h2>\n

During the opening keynote, GSK<\/strong> and Bayer<\/strong> explained their decisions to move to Vault CRM globally (see below for more details). Veeva\u2019s Executive Vice President for Commercial Strategy Paul Shawah announced upcoming commercial innovations in Marketing Automation and Patient CRM that will transform campaign management and patient journeys for the sector. And Kilian Weiss, general manager of Data Cloud, outlined Veeva\u2019s vision for a modern data platform in life sciences. Embedding data in workflows will transform the user experience and enable customers to build AI applications within days.<\/p>\n

We later provided a demo of Service Center (embedded in Vault CRM), which introduces call center capabilities for inside sales and hybrid reps.<\/p>\n

\"\"<\/p>\n

Kieron Scrutton (GSK) and Alexander Alex (Bayer) explain why their companies are moving
to Vault CRM globally at Veeva Commercial Summit, Europe.<\/em><\/p>\n

During the closing keynote, an expert panel gave the industry their collective prescription for better engagement with HCPs and KOLs. Teresa Alonso Gordoa, Vital Hevia, and Maja Beilmann-Schramm of Merck KGaA, Darmstadt, Germany<\/strong>, observed that interactions with biopharma companies are essential but also inconsistent. To maximize the value, engagement needs to be educational, personalized, and two-way.<\/p>\n

3.\tBetter connectivity from trial to treatment<\/h2>\n

More than 50 customer speakers exchanged best practices with their peers on topics ranging from field team excellence to finding and engaging the right experts, deep data, and content supply chain management. Highlights included:<\/p>\n