Text Amplifiz Podcast
It has been a long time since we were hoping to have Veeva Systems on the show â and we finally made it happen!
Veeva is the leading industry cloud for life sciences, and we had a LOT of questions to ask!
On this episode of the Amplifiz Pharma and MedTech Innovations Podcast, our host and founder Guillaume Villard sits down with Tristan Theurier, General Manager APAC at Veeva Systems, for a rich, candid and grounded conversation about why â and how â the Pharma Commercial Playbook must evolve to improve its relevance and performance in the AI era.
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This episode is highly relevant for Pharma, MedTech and Life Sciences professionals and leaders across Commercial, Sales, Marketing, Medical Affairs, Commercial Excellence, Data & AI, Digital, Technology / IT, Market Access, Customer Experience, C-suite and Executive Leadership.
Especially for professionals asking:
âą How is AI changing Healthcare â and what does this truly mean for Pharma Commercial organizations?
âą How can Pharma companies adapt their Commercial Playbook to remain relevant in the AI era?
âą How can we move beyond AI hype and avoid getting stuck in endless AI pilots?
âą How will AI change the role of Sales Representatives, MSLs, Marketing and Medical Affairs?
âą How can Pharma create content that is relevant to both humans and AI?
âą How can AI help us better understand HCP needs and barriers to treatment adoption?
âą What does âReturn on AIâ really mean?
âą How can AI help deliver measurable outcomes?
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The conversation begins by exploring how AI is changing the behaviour of Patients and Healthcare Professionals.
Patients now have access to more information than ever before and are increasingly using AI to understand their health, conditions and treatments.
For Healthcare Professionals, the challenge is different. Medical knowledge is expanding at an extraordinary pace. The problem is no longer simply accessing information â it is finding the right information, understanding what is relevant and efficiently triaging increasingly complex questions.
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Access to Healthcare Professionals has been declining for years, and AI and the increasing availability of on-demand information may accelerate this trend.
The traditional model of a sales representative providing information to an HCP during a scheduled meeting is no longer sufficient when that same HCP can access relevant information instantly, at any time, through AI-powered solutions.
So what does the future Pharma Commercial model look like?
Tristan describes a future built around four interconnected components:
âą Field teams
âą Digital engagement
âą Content
âą AI Agents
The role of the field force is likely to evolve, with more specialized roles and a greater focus on expertise.
Digital engagement can become the starting point for more relevant and demand-triggered interactions with Healthcare Professionals.
Content needs to become more targeted, more personalized and increasingly designed to be understood by both humans and AI.
AI Agents will also increasingly become part of how Pharma organizations operate.
AI can help capture, structure and interpret the meaning behind interactions with HCPs. This could fundamentally change how Pharma companies understand HCP needs â and how Commercial, Marketing, Medical and Field teams work together to address them.
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The conversation also explores one of the most important questions facing every Pharma and Life Sciences organization today:
How do we move from AI experimentation to AI at scale?
The answer may lie in shifting the focus from AI consumption to outcomes.
đïž WATCH NOW FOR ALL THE INSIGHTS!
đ đđŒđ»đ»đČđ°đ đđ¶đđ” đđ”đČ đŠđœđČđźđžđČđżđ:
âą Tristan Theurier (General Manager Veeva Systems Asia Pacific): https://www.linkedin.com/in/tristantheurier/
âą Guillaume Villard (Host & Founder): https://www.linkedin.com/in/digitalgloballeader/
đ đđČđźđżđ» đșđŒđżđČ đźđŻđŒđđ đ©đČđČđđź đđŒđșđșđČđżđ°đ¶đźđč đđđ¶đ±đČđ»đ°đČ: https://www.veeva.com/commercial-evidence/
â±ïž Chapters:
00:00 - Introduction Â
01:05 - Patients' landscape is changingÂ
02:27 - Healthcare Professionals landscape is changing
06:15 - HCPs access & relevance of the SalesRep model in question
09:49 - How Field Reps will evolve
11:03 - Shaping Content for humans & AI (GEO...)
17:18 - How AI helps understand HCPs unmet needs & barriers to adoption?
24:20 - Why Veeva moved away from Salesforce platform?
27:10 - Will AI kill the SaaS business (Software market)?
29:08 - The price of AI, the consumption model & expectations
31:40 - The 3 Key-takeaways of our conversation & closing
#AI #ArtificialIntelligence #Pharma #LifeSciences #MedTech #Healthcare #PharmaCommercial #CommercialExcellence #HCPEngagement #MedicalAffairs #DigitalHealth #GenerativeAI #AIinHealthcare #Veeva #AgenticAI #CommercialEvidence #GEO #GenerativeEngineOptimization
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