Veeva Systems

Have you heard of desire paths? Not too often you get to introduce a corner of Reddit to an industry summit, but that’s exactly what I got to do last week at the Veeva R&D and Quality Summit 😊 If you look at the image below, you’ll see an artfully designed but very circuitous path leading to a building, potentially a school or workplace office. No doubt the architect had a Park Güell meets Unité d’Habitation vibe going. But did they picture a kid running late for class? Because I know I’d be ditching the curves and cutting straight across to beat the morning bell! That’s exactly the point. There are so many instances in our personal and professional lives, where we create unintentional “desire paths” out of necessity, efficiency, or simplicity. Clinical trial operations and the digital infrastructure underpinning them are no different. Inadvertently, many of our processes were built without human behavior or UX in mind, and they’re rarely interrogated to keep up with our evolving tech capabilities. So we end up with parallel systems: the “official paved” sidewalk documented in our SOPs, and the desire path that "Lizzy from Global Trial Ops" discovered in her brilliance, which skips the traditional process and does it in half the time, just as compliantly. That’s what I shared with attendees at the Summit. Desire paths pop up in our daily work all the time. My aim is to transform, challenge, and innovate through pilots and partnerships until we no longer need them. Until then, I want to seek them out, understand why and how they form, and formalize them. This work must stay dynamic. We can’t keep overlaying new tech onto our old ways of working. We need an evolving mindset with constant culling. So we shouldn’t ask: ·      How do we make this tool fit within our process? ·      How do we convert this analog tool into a digital application? We should ask: ·      Why does this step even occur? ·      Is it still relevant in today’s landscape? ·      Does it serve patients? ·      Is it solving a problem for a site, or creating one? Sometimes the sidewalk is the thing that’s wrong! Grateful to the Sanofi and Veeva Systems teams, especially Rachel Nering, Arnaud DOURLENS, Gina Klayman, and Maxime ORAIN, and to everyone who shared their own desire paths with me afterward.

Over 200 customers are already live with Veeva Vault CRM, including 5 of the top 20. As the industry adopts Agentic Commercial on Vault CRM, Veeva Partners are scaling dedicated, certified teams globally. Together, we’re helping biopharmas unify sales, marketing, and medical to deliver connected engagement across every channel. Swipe through to hear how our partner leaders are helping to drive this shift. We are honored to partner with these industry leaders as biopharmas build the future of commercial engagement on Vault CRM. Explore the Veeva Partner ecosystem: https://lnkd.in/gX-hHxnV

Want to see how embedded AI can transform field notes capture for MSLs and improve insight quality? Check out this short demo video to see Vault CRM’s 𝗔𝗴𝗲𝗻𝘁𝗶𝗰 𝗜𝗻𝘀𝗶𝗴𝗵𝘁 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 in action. Operating in real time, this Vault AI capability guides and validates MSL insight entries against your organizational guidelines, delivering standardized, high-value actionable intelligence. #medicalaffairs #medicalscienceliaison

In a recent webinar, we demonstrated the agentic AI capabilities AVAILABLE TODAY in Veeva Vault CRM, including Conversational AI. You can view the full session on-demand to see more of Conversational AI and catch our Q&A on getting started here- https://lnkd.in/gzUJQD3a Talking about the opportunity with AI is one thing, but seeing it in action makes it clear that the business impact is tangible and immediate. With agentic AI, field reps can move faster, prioritize the right HCPs, and eliminate administrative noise, accelerating launches and getting the right medicines to more patients. Below is a clip that I grabbed from the session- you can see how Conversational AI recommends relevant, compliant content for a HCP, to help ensure that your field’s interactions drive the most impact. It's a single step in the broader agentic journey, but a great example of a specific way that agentic AI in Vault CRM delivers seamless, industry-specific execution. A huge thank you to all the customers who joined Arno Sosna, Carly Whitaker, MBA, and me. Appreciate all of your thoughtful questions! #LifeSciences #VaultCRM #AI