Video
Beyond the Rep: What Will the
Beyond the Rep: What Will the
Field Force Look Like in 2030?
At Fierce Pharma Week 2026, Veeva's Anthony Billinger (far right) shares his perspective on how AI-enabled engagement is reshaping field planning and deployment. Panel moderated by Anindita Sinha, VP of commercial operations at Shionogi.
Key takeaways from the panel on how field force teams will evolve:
- Field reps will evolve from “message carriers” to problem solvers — as the face of the company in a high-information, rapidly evolving healthcare landscape, reps will need a deeper understanding of their customers.
- With major health systems controlling most U.S. patient volume, field teams should structure around complex customer accounts and integrated delivery networks (IDNs) vs. arbitrary geographic borders.
- Home offices will need to invest in change management to empower reps, replacing rigid KPIs with modern data, AI tools, and the autonomy to make decisions locally.
- Instead of replacing people, AI will act as a field force multiplier (handling research and pre-call prep) so reps can double down on empathy, relationship building, and high-level strategy.
Learn more about how Veeva Data Cloud provides connected, standardized and actionable data designed to help field teams be more efficient.