The trend: Pharma field teams saw 2.5 times more new patient starts if they used marketing content during healthcare provider visits, according to the Veeva Pulse Field Trends Report for Q1.

Digging into the data: Content sharing with physicians boosted sales and increased engagement, per Veeva’s CRM aggregated data from 2022 through Q1 2025.

• Field teams who shared content with providers reported 25% less time between meetings.
• Reps were 20% more likely to get follow-up meetings.

Yes, but: Field teams shared content created by marketing teams in only about half (48%) of meetings. Almost 80% of pharma-approved content is never shared by reps.

Why it matters: Tools like generative AI (genAI) are helping pharma marketers create more content more quickly.

• More than 73% of healthcare marketers use genAI for communications and creative,  per a Medical Marketing & Media and Publicis Health survey.
• The use of genAI can increase pharma field teams’ productivity and effectiveness by 10% to 15%, per McKinsey. 

Having additional marketing materials on hand is only the first step. Coordinating strategies and goals between content marketing teams and reps with two-way feedback will result in more effective communications.