Reaching Underserved Communities with Smarter Targeting

Gilead Sciences needed to improve how it reached and engaged underserved patient populations through marketing campaigns. It partnered with Veeva Crossix for precise audience targeting and real-time campaign optimization. Per Brendan VanDeventer, Director of Digital Strategy at Gilead Sciences: "With Crossix we can optimize our campaigns in real time. The Crossix teams are collaborative thought partners helping us reach new audiences in an underserved population, driving the business forward." The page does not give specific quantitative results for Gilead itself, though it references a separate case study showing "a 46% Increase in Conversion Rate" from unified audience targeting.

Veeva Systems is the dominant CRM and content platform in pharma commercial, regulatory, clinical and quality operations, now shipping AI agents directly inside those same production systems.

This sits in the Ship stage of the AI use-case lifecycle: Named examples from the vendors pharma teams use to get an AI system live inside a real, regulated production workflow — validation, CRM, safety and clinical systems of record.