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5 Ways to Enable Better Field Execution with HCP Access Data
Aug 22, 2025 | Ankit Prasad
Aug 22, 2025 | Ankit Prasad
Field team access to HCPs has declined in recent years, dropping from 60% in 2022 to 45% in 2024, increasing pressure on the home office to ensure effective execution in the field. However, many companies rely on their own internal CRM data to decide who’s accessible and who’s not. This data only reflects what their field teams experience and doesn’t reveal how an HCP engages with the broader industry.
This creates “blind spots” where valuable HCPs might be incorrectly marked as “inaccessible” or “no-see” when they may be engaging with other companies through different channels. To bridge this gap and drive effective field execution, companies need a more complete picture of HCP access. Here are five ways the home office can enable better field execution.
1. Overcome the “no-see” challenge
Home office and field teams need to be aligned on who to target and how to engage them. This alignment is built on trust and transparency, where reps believe their targets are both valuable and accessible. For example, a rep may decide an HCP is “no-see” because they haven’t responded to their specific attempts and may drop that HCP from a target list. However, an industry-wide view of HCP access might reveal that HCP is actively engaging with other companies, perhaps through a different channel like video calls or rep᠆triggered email (RTE). This insight allows the home office to provide the field with a more accurate picture and suggest new tactics, ensuring reps aren’t giving up on accessible, high-value targets too soon.
2. Build trust with data
When analytics teams and field teams use the same, complete data set, it fosters trust and ensures everyone is aligned on the most effective path forward. A solution like Veeva CRM Pulse provides an industry-wide census on HCP access. It delivers quarterly metrics on overall and channel-specific engagement based on over 500 million global interactions logged in Vault CRM and Veeva CRM. This data helps the home office answer questions with facts, not assumptions, such as, “Is an HCP truly inaccessible, or are they just not responsive to our specific approach?”
3. Enhance segmentation and targeting
Effective execution relies on the right systems and tools. Data is often the key enabler — or blocker — of consistent performance. Traditional segmentation is often based on prescribing behavior, but it misses the critical dimension of access. By layering industry-wide access data from CRM Pulse with prescribing data, analytics teams can build smarter segmentation and targeting strategies. This approach helps uncover new opportunities, such as finding highly accessible HCPs who also have high prescribing potential. For example, a top 20 biopharma company uncovered 400 net-new HCP targets by using CRM Pulse, creating a projected annual revenue opportunity of up to $260 million.
4. Empower reps with real and timely insights
The home office can empower the field by providing actionable, data-driven insights. CRM Pulse data can be integrated directly into CRM systems, appearing in account profiles or call plans. This helps reps make smarter decisions on the fly, such as which channel to use for a particular HCP. Advanced tools like agentic AI can also be enhanced with this data. For instance, a CRM bot can be powered by Pulse to provide real-time guidance on an HCP’s engagement preferences and accessibility.
5. Balance workloads and resources
Beyond individual rep coaching, home office leaders can use CRM Pulse data to make smarter resource decisions. By factoring in the actual accessibility of targets, they can create balanced territories so reps have comparable workloads. This prevents large disparities between regions and promotes consistent execution across the team. The same data can inform realistic call plans based on how often an HCP sees reps, rather than applying a one-size-fits-all number across all HCPs.
The future of field execution
The industry is evolving rapidly with new technologies like AI and omnichannel engagement. To stay ahead, companies must do better at providing the field with the insights they need to be effective.
By connecting CRM Pulse data with software like Vault CRM, companies can embed a complete and timely view of HCP access into operational workflows like territory alignment and call planning. Connected data and software helps commercial teams act faster and smarter, ultimately getting treatments to patients sooner.
Learn how a top 20 biopharma uncovered a $260 million growth opportunity with CRM Pulse.