Zenvara Field Force Activity Playbook — Version 3.2
Effective May 1, 2026. Replaces v3.1 (effective Jan 1, 2026). Maintained by Sales Operations. Distribution: all field reps, district managers, regional sales directors, KAMs, MSL lead.
Purpose
This playbook codifies the field force activity model for Zenvara — how reps prioritize targets, the cadence at which they reach each segment, what they deliver in each interaction, and how activity is logged in Veeva CRM. It is the operational counterpart to the Zenvara US Launch Plan and is reviewed quarterly by Sales Operations.
Changes from v3.1
Tier 1 HCPs now require 2x in-person reach per quarter (was 1x) plus an MSL touch every 90 days. The change is based on Q1 effectiveness analysis showing that Tier 1 prescribers who received an MSL touch within 90 days of a rep visit converted to NBRx 2.4x more often than Tier 1 prescribers who received only rep touches.
Tier 2 cadence is unchanged: 1 in-person + 1 virtual per quarter.
Tier 3 cadence is unchanged: 1 virtual per quarter with monthly email touch.
New: explicit PA-blocker escalation path added — see the Escalations section.
HCP segmentation
All targeted HCPs are oncology decile 5 or higher in the IQVIA Xponent decile ranking, with primary specialty of Medical Oncology, Hematology-Oncology, or Surgical Oncology. Pulmonology is included if the HCP has documented prescribing in the 1L NSCLC population.
Tier 1 — Top decile (decile 9-10): approximately 1,400 HCPs nationally. Represents 48% of indicated patient volume. Required cadence: 2 in-person visits per quarter + 1 virtual touch + 1 MSL touch every 90 days. Expected interactions per rep per quarter: 12-16.
Tier 2 — Decile 6-8: approximately 3,800 HCPs nationally. Represents 32% of indicated patient volume. Required cadence: 1 in-person + 1 virtual per quarter. Expected interactions per rep per quarter: 18-24.
Tier 3 — Decile 5: approximately 4,200 HCPs nationally. Represents 12% of indicated patient volume. Required cadence: 1 virtual per quarter, monthly email touch. Expected interactions per rep per quarter: 18-30 emails + 6-10 virtual touches.
Call content
Every Zenvara rep call is logged as a Call2_vod__c record in Veeva with a Call Channel value (Face_to_face_vod, Video_vod, Phone_vod, Email_vod, Message_vod) and a corresponding Call_Type_vod auto-set by the system based on what was logged.
Detail-Only calls include at least one product discussion (Call2_Detail_vod__c) with a Key Message (Call2_Key_Message_vod__c) and a captured Reaction (Positive_vod / Neutral_vod / Negative_vod). The Reaction is the single most useful field for downstream pattern recognition — reps are instructed to capture it on every call, even when the reaction is neutral.
Sample drops are logged as Call2_Sample_vod__c records with quantity, lot number, and a PDMA-compliant signature capture. The signature is mandatory; calls with sample drops but missing signatures are flagged in the next-day compliance report.
Medical inquiries that exceed the rep's allowable response framework are routed to the MSL via the standard Medical_Inquiry_vod__c referral, with a 48-hour SLA on first MSL contact.
Approved key messages
KM-001: ZENITH-1 OS data (HR 0.78, 95% CI 0.66-0.92, median 24.7 mo vs 19.4 mo). Approved for Tier 1, 2, 3.
KM-002: Q6W dosing schedule (480mg IV q6w). Approved for all tiers. Particularly relevant for IDN practice managers and infusion-suite scheduling discussions.
KM-003: Patient access program (ZPAP) bridge for commercially insured patients during PA. Approved for all tiers. Especially relevant in territories with extended PA timelines.
KM-004: Subgroup analysis — PD-L1 ≥ 50% population. Approved for Tier 1 and Tier 2 only. Tier 3 reps should refer subgroup discussions to MSL.
Sample policy
Sample drops are permitted at all face-to-face calls but limited to 30-day supply equivalent per practice per quarter to comply with PDMA. Sample quantities track to lot number and are reconciled monthly through the Veeva Sample Compliance dashboard.
Sample-drop redemption rate is monitored as a leading indicator of access friction. The current quarterly target is 58% — below that threshold, the territory is flagged for an access deep-dive with market access. As of WK19, the national redemption rate is 51%, with Northeast at 41%.
Engage Meeting (virtual) protocol
Virtual touches are logged as Video_vod call channel with a Remote Meeting Indicator (📹) attached. Engage Meeting recordings are not captured by default; reps must opt in per call and require HCP verbal consent.
Approved virtual content includes the same key messages as in-person plus the digital ZENITH-1 deck (10 slides, MAR-cleared 2026-03-15). The deck is the only approved digital asset; ad-hoc PowerPoint share is not permitted.
Territory alignment
Territories are aligned by oncology patient volume rather than by insurance lives. This means that two reps in adjacent geographies may have very different payer mixes — the Boston rep faces a Blue Cross-heavy mix; the NYC rep faces a UHC-heavy mix. Cross-territory PA-pattern learning is therefore important and is the subject of the monthly District Insight Sharing call established in Q2 2026.
KAM coordination
Key Account Managers cover 64 IDN systems representing approximately 38% of US oncology infusion volume. Rep-KAM coordination is governed by the Account Coordination Matrix maintained by the regional sales directors. Reps are expected to brief their assigned KAM at least monthly on individual prescriber-level activity in any IDN-affiliated practice.
Reps are not permitted to discuss formulary tier or PA criteria directly with IDN P&T committees; that is exclusively the KAM's territory. Reps may discuss clinical evidence and the patient access program freely.
MSL coordination
MSLs cover all 14 oncology academic medical centers in the US plus a rotating panel of approximately 60 KOL oncologists. MSL-driven engagements are governed by Medical Affairs and are not logged in the commercial Veeva instance.
Reps may request an MSL touch for any Tier 1 HCP through the Veeva referral workflow. MSL response SLA is 7 business days for non-urgent requests, 48 hours for clinical inquiries that affect immediate patient management.
Escalations — PA blockers (new in v3.2)
When a rep observes a pattern of PA-related access issues at a specific payer in their territory — defined as three or more HCPs flagging the same issue within a 14-day rolling window — the rep is required to log a structured escalation in #payer-escalations Slack with a templated message including the payer name, the number of affected HCPs, the average reported PA delay, and any operational pattern observed.
The market access director (Aisha) reviews #payer-escalations weekly and convenes a same-day call if the escalation involves any of the top 10 commercial plans or any plan with a PA delay exceeding 7 days.
This protocol was added in v3.2 in response to the Q1 effectiveness review finding that field-level PA pattern detection lagged the dataset by 4-6 weeks. The escalation path is intended to close that gap.
Activity reporting
Reps submit calls within 48 hours via the Veeva mobile app. Compliance with the 48-hour submission window is tracked weekly and rolled up at the district level. Districts with sub-90% compliance are flagged in the monthly Sales Ops review.
Weekly reach + frequency reports are distributed to district managers every Tuesday for the prior week. Quarterly tier coverage reports are reviewed in the QBR.
Compliance
All field activity is subject to PhRMA Code, OIG guidance, and internal Code of Conduct. Sample drops require PDMA signature. Key Message delivery requires the message be MAR-cleared and active at the time of the call. Off-label discussion is prohibited under any circumstances.
All training is delivered through the Veeva CRM Training module and tracked against the rep's certification record. Certifications must be current at the time of every call; non-certified reps cannot submit calls.
Cross-references
Zenvara US Launch Plan (1V3…), 2026 US Payer Landscape Brief (1D2…), Northeast District Performance Review (1C9…), Payer Objection Handling Playbook (1F1…).