How Will Pharma Win in the AI Era? Veeva GM Tristan Theurier Answers the Tough Questions

It has been a long time since we were hoping to have Veeva Systems on the show — 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 — and how — the Pharma Commercial Playbook must evolve to improve its relevance and performance in the AI era.

𝗪𝗛𝗢 𝗦𝗛𝗢𝗨𝗟𝗗 𝗟𝗜𝗦𝗧𝗘𝗡 𝗧𝗢 𝗧𝗛𝗜𝗦 𝗘𝗣𝗜𝗦𝗢𝗗𝗘?
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:
• How is AI changing Healthcare — and what does this truly mean for Pharma Commercial organizations?
• How can Pharma companies adapt their Commercial Playbook to remain relevant in the AI era?
• How can we move beyond AI hype and avoid getting stuck in endless AI pilots?
• How will AI change the role of Sales Representatives, MSLs, Marketing and Medical Affairs?
• How can Pharma create content that is relevant to both humans and AI?
• How can AI help us better understand HCP needs and barriers to treatment adoption?
• What does “Return on AI” really mean?
• How can AI help deliver measurable outcomes?

𝗧𝗵𝗶𝘀 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝗶𝘀 𝗽𝗮𝗰𝗸𝗲𝗱 𝘄𝗶𝘁𝗵 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗱𝗮𝘁𝗮, 𝗿𝗲𝗮𝗹-𝗹𝗶𝗳𝗲 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀 𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲𝘀.

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 — it is finding the right information, understanding what is relevant and efficiently triaging increasingly complex questions.

𝗧𝗛𝗘 𝗧𝗥𝗔𝗗𝗜𝗧𝗜𝗢𝗡𝗔𝗟 𝗣𝗛𝗔𝗥𝗠𝗔 𝗖𝗢𝗠𝗠𝗘𝗥𝗖𝗜𝗔𝗟 𝗣𝗟𝗔𝗬𝗕𝗢𝗢𝗞 𝗜𝗦 𝗖𝗛𝗔𝗡𝗚𝗜𝗡𝗚
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:
• Field teams
• Digital engagement
• Content
• 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 — and how Commercial, Marketing, Medical and Field teams work together to address them.

𝗧𝗛𝗘 𝗙𝗨𝗧𝗨𝗥𝗘 𝗢𝗙 𝗔𝗜 𝗜𝗡 𝗣𝗛𝗔𝗥𝗠𝗔: 𝗢𝗨𝗧𝗖𝗢𝗠𝗘𝗦 𝗙𝗜𝗥𝗦𝗧
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.
🎙️ WATCH NOW FOR ALL THE INSIGHTS!

🔗 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗦𝗽𝗲𝗮𝗸𝗲𝗿𝘀:
• Tristan Theurier (General Manager Veeva Systems Asia Pacific): https://www.linkedin.com/in/tristantheurier/
• Guillaume Villard (Host & Founder): https://www.linkedin.com/in/digitalgloballeader/
🔗 𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗩𝗲𝗲𝘃𝗮 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗘𝘃𝗶𝗱𝗲𝗻𝗰𝗲: https://www.veeva.com/commercial-evidence/

⏱️ Chapters:
00:00 - Introduction  
01:05 - Patients' landscape is changing 
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

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