While the role of the sales rep is certainly changing, the
industry shift towards intelligent engagement means it
may prove more valuable than ever. In this article, Jan
van den Burg of Veeva Systems discusses the fact that
healthcare professionals want pharma to engage with
them on a more immediate and in-depth level than ever
before. And it’s estimated that by 2020, 67% of HCPs
will be “digital natives”; they will have qualified during
or after the internet went mainstream, and have relied
on digital interactions throughout their professional
careers.

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