The 2026 Veeva MedTech Commercial Content Benchmark Report, based on insights from more than 100 commercial and regulatory leaders across the U.S. and Europe, reveals a widening gap between growing content demand and the systems needed to support it. At the center of this gap is content operations: specifically the daily process of creating, reviewing, and approving marketing materials. With a 24% year-over-year surge in approved marketing materials, AI has emerged as a key accelerator for faster, high-volume content creation. However, underlying workflows have not kept pace, and pushing content into disconnected systems merely increases the manual workload for lean review teams. When we look closer at the numbers, this friction shows up as clear roadblocks across the commercial content lifecycle. Key findings include: 61% do not have a central claims repository 65% of marketing assets require 3–5 rounds of review before approval 93% report that cross-team silos hinder operations 63% of organizations are actively piloting AI
