Generating Commercial Evidence from Agentic Field and Brand Engagement to Accelerate Launch Performance

In the new Agentic Commercial model for life sciences, agentic AI compliantly delivers Commercial Evidence to identify exactly what patients and HCPs care about. The result is orchestration of digital, field, content, and agents to bring the right medicines to more patients.

Matt Farrell, president of commercial strategy at Veeva, discusses how AI makes it possible to generate this new high-fidelity information that can remove traditional blind spots, detect intent signals, and reveal what HCPs really need.

Pharmaceutical Executive: What is Commercial Evidence and why is it a critical opportunity for Commercial and Brand teams?
Matt Farrell: It’s an Agentic AI breakthrough that enables biopharmas to get the complete picture of what’s happening with HCP engagement, whether in-person or digital channels. It surfaces information that was historically unknown or undocumented and turns it into actionable insights. We’ve seen that using Commercial Evidence can accelerate launch performance by more than 10%, a critical impact for the trajectory of a new brand. It has this effect by surfacing actions in several ways.

When field teams use an agentic call report, we see that 65% of compliant, free-text field notes identify actionable treatment barriers not captured by traditional reports.

Another example is conversational AI on brand sites. Not only does this deliver the right resources to patients and HCPs 6x faster than traditional brand sites, but it also drives an increase in direct HCP outreach to a rep.

PE: What makes it an agentic call report, what is different for the sales rep?
Farrell: The agentic call report lifts the manual and administrative call reporting burden on field teams. Reps have been documenting tactical basics but not the critical context of ‘why?’ or ‘why not?’ because their fields and picklists don’t capture unexpected narrative insights. Now, when a rep leaves the office or ends a conversation they can record natural language notes with agentic voice capture while it's fresh in their mind.

This wasn’t possible before AI because of compliance concerns. Now built-in AI automatically handles compliant checks and populates structured data fields in the background.

Capturing field conversations and observations across teams creates Commercial Evidencethat helps to address specific therapeutic barriers quickly to take action in ways that traditional reporting could not detect.

PE: What Commercial Evidence comes from brand engagement?
Farrell: Conversational AI generates Commercial Evidence by revealing exactly what patients and HCPs are asking on a brand website. It signals intent to help brand teams proactively close gaps in content, and ensures field reps know exactly what is top-of-mind for physicians.

To answer questions in this regulated industry, conversational AIneeds to be 100% compliant, which is why it must exclusively reference medical, legal, and regulatory (MLR)-approved content to eliminate standard generative AI information risks. That’s important because using public GenAI chat for medical information shows that 50% of answers are problematic and 20% are harmful or ineffective.

For marketing teams this changes content delivery to continuous updates focused on clear, instant answers with agentic MLR to automate the review.

PE: How are companies using this new information to take actions for outcomes?
Farrell: The actions are what makes Commercial Evidence such a game changer. This isn’t just a better user experience for the field, HCPs, and patients. Companies can now direct actions to the precise root cause, and they become targeted problem solvers.

For instance, one company discovered a hospital-wide economic justification requirement that was taking up to four weeks, so patients were moving to a different medicine that was not the clinical preference of their HCP. The issue was escalated to a reimbursement account manager to gain hospital-level approval. This biopharma never would have found the evidence of the issue in a routine drop down menu. They could take action immediately rather than losing valuable time, trying to understand why the medicine was not prescribed.

PE: Does this drive a new way of working for commercial teams to remove treatment barriers and answer patient and HCP’s actual questions?
Farrell: Yes, it completely transforms the role of the field team. They move from information distribution to playing a critical role in insight capture and targeted issue resolution.

Uncovered actions can be sample requests, coverage verification, co-pay support, or provider or pharmacy locators. Field medical can address requests for deep scientific data, off-label context, and clinical trial nuances. Teams can help to resolve local insurance barriers, prior authorization friction, or co-pay assistance constraints. Marketers can identify content gaps, and strengthen positioning for campaigns using the exact questions patients and HCPs ask as a real-time, first-hand focus group.

Time to action is particularly important in a launch timeline. Having an agentic commercial path to uncover and address treatment barriers is a big step to accelerate performance and drive outcomes.