Empowering Life Sciences Inside Sales to Personalize HCP Engagement

Healthcare professionals (HCPs) today expect to engage with biopharma companies through various digital channels. In fact, 75% of HCPs indicated they would like to keep or increase their digital interactions with the industry. And while HCPs welcome relevant, personalized content, organizations balancing increased therapeutic complexity and evolving engagement preferences don’t always meet expectations. For example, only 27% of HCPs agree that organizations deliver relevant and personalized communications and 65% of HCPs feel that at least one organization has spammed them with digital content.

Conflicting touchpoints, siloed interactions, and high volumes of irrelevant digital content overwhelm HCPs. Connected engagement helps organizations cut through the noise and gain a competitive edge. When commercial teams deliver coordinated, cohesive scientific information and resources, they strengthen HCP relationships, paving the way for increased treatment adoption. This model requires shared data, connected systems, and a unified understanding of the customer. Central to this approach: leveraging an inside sales team.

6 ways to maximize the impact of life sciences inside sales

As 87% of HCPs prefer virtual or hybrid meetings, inside sales is an increasingly important part of commercial teams. Inside sales teams support customer relationships remotely through digital channels and tools. As HCP channel preferences evolve, integrating inside sales drives meaningful HCP engagement and boosts overall commercial impact.

1. Use inside sales as a channel for marketing campaigns

Coordinating sales and marketing efforts enhances customer engagement — critical in an environment where connecting with HCPs is increasingly competitive. Using inside sales to support outbound campaigns can improve results. In fact, brands that unify sales and marketing outreach report a 23% increase in marketing effectiveness.

2. Bridge territory whitespace and maintain coverage

Sales teams often face challenges with geographic limitations, unfilled field roles, or restricted HCP access. These gaps lead to inconsistent touchpoints, missed opportunities, and potential revenue loss. Inside sales teams maintain consistent engagement with HCPs and ensure they stay informed about the latest treatments, therapies, and clinical data.

3. Supplement field sales engagement

As HCP preferences shift toward more flexible, digital-first interactions, a hybrid sales model becomes increasingly valuable. Inside sales teams complement field sales by handling routine touchpoints, pre-qualifying leads, and maintaining continuous engagement. This enables field teams to focus on high-impact, in-person activities.

4. Engage lower-tier HCPs to expand reach

While high-prescribing HCPs receive most of the attention, engaging mid- and low-tier HCPs is important for driving product awareness. Inside sales can provide consistent touchpoints at low operational cost to ensure these HCPs remain informed, ultimately contributing to increased market penetration and revenue.

5. Better manage and promote mature products reaching LOE

As mature products that have been in the market approach loss of exclusivity (LOE), organizations need to decide how to address incoming competition and revenue loss for the brand. As high-cost field resources shift to other products in a portfolio, inside sales can be leveraged to maintain HCP engagement and promotion for mature products at a lower cost of sale.

6. Support new product launches

When launching a product, inside sales can play a key role in pre-launch activities by profiling or prospecting accounts. Post-approval, they can move quickly to disseminate information for a faster ramp. By leveraging digital tools, inside sales teams offer virtual detailing, provide timely updates, and share educational materials about new products or indications — particularly important in a fast-moving market.

Embrace technology built specifically for life sciences inside sales teams

The complexity of medicines, stakeholders, channels, and go-to-market models makes achieving coordinated engagement difficult — especially without the right tools. Support inside sales and field teams with technology that provides a single, connected view of the customer. The following capabilities position inside sales teams to improve HCP engagement and accelerate the organization’s commercial strategy.

An advanced CRM commercial solution allows you to:

• Synchronize target lists between sales and marketing teams
• Tailor outreach efforts to individual HCP channel preferences
• Share data and content across field teams and inside sales teams
• Create a single view of the customer for more impactful and personalized engagement
• Deploy a life-sciences-specific solution with integrated telephony

Veeva Vault CRM Service Center is the first industry-specific inside sales solution that empowers outbound HCP engagement with all data and channels shared in CRM. Learn more here.