Why the field is critical to
next-generation marketing

The field force holds access, relationships and deep HCP knowledge that marketing can benefit from. Complementing non-personal marketing outreach with orchestrated field interactions drastically improves engagement as HCPs prioritise messages from known, trusted sources. Integrated technology can reinforce this personal touch by surfacing critical insights based on recent HCP activity and making field suggestions that align with the broader marketing strategy. At the same time, empowering reps to actively provide insights to marketing campaigns (eg, approve or decline marketing emails, add or remove targets) based on their real-time understanding of HCP needs ensures engagement remains helpful rather than intrusive.

This collaboration creates a reciprocal feedback loop, where field intelligence assists marketers to run more personalised campaigns. Because reps know their territories best, their insights into new prescribers and influencers help marketing build more precise, high-value target lists, directly optimising campaign performance.

Streamlining marketing and field efforts is also critical for event orchestration. While marketing sets the strategic goals and manages the broad campaign, the field force executes with localised precision and manages the personal follow-up. As Omont highlights: “A unified solution unlocks the field force’s power by quickly delivering real-time insights from external events (webinars, congresses) directly to reps, MSLs and specialists, ensuring lead follow-up occurs quickly and seamlessly.”

AI is fundamentally changing the way marketing operates omnichannel journeys, enabling true next-best communication and scaling personalised engagement. A single platform with integrated marketing and CRM – where all data, content and workflows reside in one place – is the foundation for an agentic future.

Marketers can use AI for precise audience building by querying both structured and unstructured past interaction data with natural language. For example, they can identify ‘oncologists visited in the last 90 days with negative sentiment on drug safety’ without complex filtering. Dynamic orchestration then identifies signals to trigger personalised journeys. For example, AI recommends inviting the selected group of oncologists to a safety event. Accepting the suggestion activates a full sequence of event reminders and follow-ups adjusted to HCP behaviour. This connected, AI-powered ecosystem helps “deliver the right information to the right people through the right channel, at the right time”, says Omont.

Connecting sales and marketing on a unified platform creates a more efficient, synchronised way for the industry to engage HCPs. By unlocking the power of the field as a primary marketing channel, biopharmas can run more effective campaigns.

Looking ahead, as interactions become increasingly digital- and agentic-first, marketing will sit at the centre of dynamic orchestration and personalisation at scale. AI will not only handle repetitive tasks but connect the dots across messages and channels, allowing marketers to set the strategic themes, while field roles evolve into more specialised functions with deeper customer knowledge and high-value influence. By unifying these functions today, biopharmas lay the groundwork for a future of orchestrated, customer-centric engagement.

Michael Mueller-Peltzer is Director of Commercial Strategy, Campaign Manager at Veeva Systems