Authors
Kristina Kipp – regional Medical Director, BidgeBio
Dina Harley – Senior Director, Strategy Planning & Omnichannel Engagement, Novo Nordisk
Key Takeaways:
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A major listening gap exists: 98% of KOLs are willing to share insights, but only 30% believe their feedback is meaningfully used.
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Execution—not access—is the issue: Fragmented processes, unclear ownership, and limited cross-functional visibility prevent insights from turning into action.
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Closing the gap requires structure and accountability: Standardized processes, AI-enabled analysis, and an insight-to-impact framework can connect medical insights to patient outcomes and strategy.
This white paper from Veeva Systems explores the growing “listening gap” between biopharma companies and key opinion leaders (KOLs). While 98% of KOLs report being open to sharing insights, they believe only 30% of their feedback is actually used. The paper analyzes both KOL and biopharma executive perspectives to uncover why valuable medical insights fail to translate into measurable action.
Drawing on survey data from 50 KOLs across the U.S. and EU and interviews with eight biopharma executives, the report identifies systemic barriers including incomplete insight capture, fragmented analysis, lack of ownership, limited cross-functional sharing, and insufficient accountability.
The white paper outlines practical recommendations to close the insight-to-impact gap, including standardizing the insights process, leveraging AI-enabled analysis, enabling global visibility, strengthening cross-functional governance, and implementing an insight-to-impact framework that ties medical insights directly to patient outcomes and business strategy.
Closing the Listening Gap to Turn Medical Insights Into Impact - Veeva White Paper
Referenced resources:
- https://pmc.ncbi.nlm.nih.gov/articles/PMC8212735/
- https://www.veeva.com/resources/closing-the-insights-gap-the-kol-perspective/
- https://www.veeva.com/medicalimpact/
- https://www.veeva.com/resources/measuring-the-impact-of-medical-affairs-determining-the-quality-and-actionability-of-insights/
- https://www.veeva.com/products/veeva-medical-insights/
- https://www.veeva.com/customer-stories/novo-nordisk-modernizing-the-insights-process-to-increase-medical-effectiveness/
- https://www.veeva.com/customer-stories/how-medical-insights-drive-strategic-launch-decisions/
