From physician ads to pharma infrastructure

The real shift is from renting doctor attention to selling workflow software into pharma budgets. OpenEvidence’s core business today is still physician facing ads, but the Veeva partnership pushes it into systems that drug companies use to find eligible patients for trials, surface relevant research, and support field teams after a drug launch. That is a very different buyer, with larger contracts, deeper integration needs, and much higher switching costs.1 2 3 4 5

• Veeva is already embedded in regulated life sciences work. Its clinical stack connects trial management, documents, and study data on one platform, so OpenEvidence can plug into an existing system of record instead of selling a standalone doctor tool.3 4 5
• This also changes how money flows. The physician product monetizes mainly through pharma and device ads sold against clinician usage, while infrastructure products are sold as software or data services to pharma teams running commercial, medical, and trial workflows.1 2
• There is precedent for this model in healthcare. Viz.ai expanded from provider workflow software into pharma funded trial recruitment and patient identification, showing how control of a clinical workflow can become a paid channel for life sciences companies.6

From here, the upside is in becoming a layer inside pharma operations rather than just a destination for doctors. If Open Vista becomes part of how trials are staffed, how evidence is retrieved, and how launch teams prioritize outreach, OpenEvidence moves closer to Veeva like recurring revenue and away from the limits of an ad supported media model.1 3 4 5 6